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01-Vol-22.Pdf Monográfico Especial, Mujer y Comunicación Número 22, marzo 2020 Special Issue, Woman and Communication Number 22, March 2020 22 REVISTAINTERNACIONALDEINVESTIGACIÓNENCOMUNICACIÓN INTERNATIONALJOURNALOFCOMMUNICATIONRESEARCH Marketing, estrategia y género. La fijación de límites en el uso de la imagen de la mujer en publicidad · págs. 10 a 33 1 Monográfico Especial, Mujer y Comunicación Número 22, marzo 2020 Special Issue, Woman and Communication Number 22, March 2020 REVISTAINTERNACIONALDEINVESTIGACIÓNENCOMUNICACIÓN INTERNATIONALJOURNALOFCOMMUNICATIONRESEARCH Edita: ESIC Editorial Published by: ESIC Editorial Avda. de Valdenigrales, s/n Avda. de Valdenigrales, s/n 28223 Pozuelo de Alarcón (Madrid) España 28223 Pozuelo de Alarcón (Madrid) España Tel. +34 91 452 41 00 Tel. +34 91 452 41 00 [email protected] [email protected] www.esic.edu/editorial www.esic.edu/editorial Doble número, Monográfico especial, Special Issue, March 2020 marzo 2020 Madrid-Spain Madrid-España [email protected] [email protected] [email protected] [email protected] http://adresearch.esic.edu http://adresearch.esic.edu Sales terms: Condiciones de venta: Spain: 40 euros an issue. España: 40 euros un número. 60 euros annual subscription. 60 euros suscripción anual. Other countries: 50 euros an issue. Extranjero: 50 euros un número. 90 euros annual subscription. 90 euros suscripción anual. BIANNUAL EDITION EDICIÓN SEMESTRAL aDResearch ESIC, International Journal of aDResearch ESIC, Revista Internacional de Communication Research, does not necessa- Investigación en Comunicación, no se rily identify with the opinions and judge- identifica necesariamente con los juicios y ments of its collaborators, who are exclusively opiniones de sus colaboradores, a quienes reponsible for them. Forbidden the partial or corresponde en exclusiva la reponsabilidad total reproduction of this magazine without de los mismos. Prohibida la reproducción citing its source. All of the articles are revised total o parcial del contenido de esta revista by experts. sin citar su procedencia. Todos los artículos de esta revista se somenten a revisión por Design: Gerardo Domínguez expertos. Dep. legal: M34206-2009 Diseño: Gerardo Domínguez aDResearch ESIC N.º 22 ISSN: 1889-7304 Depósito legal: M34206-2009 Printed by Gráficas Dehón aDResearch ESIC N.º 22 La Morera, 23-25 ISSN: 1889-7304 28850 Torrejón de Ardoz (Madrid) Impresión: Gráficas Dehón La Morera, 23-25 28850 Torrejón de Ardoz (Madrid) REVISTAINTERNACIONALDEINVESTIGACIÓNENCOMUNICACIÓN INTERNATIONALJOURNALOFCOMMUNICATIONRESEARCH ADRESEARCH ESIC ESTÁ INCLUIDA EN LAS SIGUIENTES BASES DE DATOS: • Latindex 2.0, Sistema Regional de Información en Línea para Revistas Científicas de América Latina, el Caribe, España y Portugal • Latindex, sistema de información online para revistas científicas de América Latina, el Caribe, España y Portugal. • Base de datos del CSIC/CCHS de Revistas de Ciencias Sociales y Humanidades. • Base de Datos de DICE, Difusión y Calidad Editorial de Revistas Españolas de Humanidades y Ciencias Sociales y Jurídicas. • Dialnet, hemeroteca de artículos científicos hispanos en Internet. • EBSCO Information Services. • MIAR - Matriz de Información para el Análisis de Revistas • Base de datos ISOC Índice 8 Prólogo Pilar Sánchez González · ESIC Business & Marketing School 10 Marketing, estrategia y género. La fijación de límites en el uso de la imagen de la mujer en publicidad Emma Torres-Romay y Silvia García-Mirón · Universidad de Vigo 34 La prescriptora publicitaria de belleza en España y sus mecanismos de representación: Análisis a través de la revista Telva Pilar Vicente Fernández e Isidoro Arroyo Almaraz · Universidad Rey Juan Carlos 60 Diversidad de género en los consejos de administración: El efecto de la normativa en la presencia de mujeres en las empresas españolas cotizadas Irma Martínez García · Comisión Nacional del Mercado de Valores (CNMV) María Sacristán-Navarro · Universidad Rey Juan Carlos Silvia Gómez-Ansón · Universidad de Oviedo 82 Ética periodística para una información con perspectiva de género Rubén Rivas-de-Roca · Universidad de Sevilla 98 Museos de mujeres y eWOM: Análisis y valoración Ruth Fernández-Hernández y Natividad Crespo-Tejero · ESIC Business & Marketing School 118 ¿Por qué hay pocas mujeres científicas?Una revisión de literatura sobre la brecha de género en carreras STEM Sergio Morales Inga · Universidad Nacional Mayor de San Marcos Oswaldo Morales Tristán · ESAN Graduate School of Business 134 Mujeres, comunicación interna e implantación de programas de conciliación e igualdad en las empresas españolas Consuelo León Llorente · Unidad de Igualdad (UIC Barcelona) 150 Representación paritaria de género vs. participación pública de las diputadas. Análisis de caso de las dos sesiones plenarias de la XIII legislatura en España Ángela Paloma Martín Fernández · Gabinete de la Presidencia del Gobierno de España 164 La imagen y empoderamiento de la mujer en el sector turístico Almudena Barrientos-Báez, Eduardo Parra-López y José Alberto Martínez-González · Universidad de La Laguna 176 Trayectoria y estrategias de emprendimiento en mujeres Ana Laura Arteaga Cervantes, José Felipe Ojeda Hidalgo y Dolores Guadalupe Álvarez Orozco · Universidad Politécnica de Guanajuato 196 La imagen de la mujer en el patrimonio urbano de Granada. El espacio público de la ciudad como «escenario comunicativo» Guadalupe Romero-Sánchez y Rafael Marfil-Carmona · Universidad de Granada 214 Importancia de la comunicación interna en la gestión del conflicto: Empresa y mujer María del Carmen Paradinas Márquez · ESIC Business & Marketing School 228 REVISTA DE LIBROS Coordinador: Julio Alard Josemaría · ESIC Business & Marketing School 230 El entusiasmo. Precariedad y trabajo creativo en la era digital Por Paloma García · ESIC Sevilla 233 Turismo y Género. La perspectiva inclusiva en la gestión turística Por Oliver Carrero Márquez · ESIC Business & Marketing School 235 Capitalism without capital. The rise of the intangible economy Por Abel Monfort · ESIC Business & Marketing School 238 PROYECTOS DE INVESTIGACIÓN EN COMUNICACIÓN Y PUBLICIDAD Coordinadora: Susana Fernández Lores · ESIC Business & Marketing School 244 TESIS DOCTORALES EN COMUNICACIÓN Coordinadora: Marta Gimeno Pascual · ESIC Business & Marketing School 254 AGENDA DE CONGRESOS Coordinador: Francisco Moreno Rey · ESIC Business & Marketing School 258 Normas de publicación 268 Política editorial 274 Contenidos de la revista Consejo de Dirección Consejo Editor D. Eduardo Gómez Martín D.ª Susana Fernández Lores, PhD Director General de ESIC Editora D. Segundo Huarte Martín D. Julio Alard Josemaría, PhD Decano del Área Universitaria Editor Adjunto D. Antonio Martín Herreros Decano del Área de Postgrado y Executive Education D. Ignacio Soret Los Santos Director de la Unidad Corporativa de Investigación Consejo de Redacción D.ª M.ª Cruz Alvarado López D. Darren Lilleker Universidad de Valladolid Bournemouth University (United Kingdom) D. Juan Benavides Delgado D.ª Belén López Vázquez Universidad Complutense (Madrid) ESIC Business & Marketing School D. Francisco José Blanco Jiménez D.ª Miryam Martí Sánchez Universidad Rey Juan Carlos (Madrid) ESIC Business & Marketing School (Valencia) Dª Ana María Casado Molina D.ª Gema Martínez Navarro Universidad de Málaga Universidad Complutense (Madrid) D. Ángel Luis Cervera Fantoni D. Alvaro Méndez ESIC Business & Marketing School London School of Economics (United Kingdom) D. Jorge Conde López D.ª María Jesús Merino Sanz ESIC Business & Marketing School ESIC Business & Marketing School D. Pedro Cuesta Valiño D. Abel Monfort de Bedoya Universidad de Alcalá ESIC Business & Marketing School D.ª Susana de Andrés del Campo D. Francisco Moreno Rey Universidad de Valladolid ESIC Business & Marketing School D. Raúl Eguizábal Maza D.ª Cristina Olarte Pascual Universidad Complutense (Madrid) Universidad de La Rioja D. Francisco Javier Forcadell Martínez D.ª Teresa Pintado Blanco Universidad Rey Juan Carlos (Madrid) Universidad Complutense (Madrid) D. José Alberto García Avilés D.ª Ana Pinto Borges Universidad Miguel Hernández ISAG - European Business School (Portugal) D.ª Diana Gavilan Bouzas D. Jorge Remondes Universidad Complutense (Madrid) ISVOUGA - Instituto Superior de Entre Douro D.ª María Guijarro García e Vouga (Portugal) ESIC Business & Marketing School (Valencia) D.ª Marta Lucía Restrepo Torres D. Pablo Gutiérrez Rodríguez CESA - Colegio de Estudios Superiores en Universidad de León Administración Bogotá (Colombia) D. Javier Hernández Ruiz D.ª Vanessa Roger Monzó Universidad San Jorge Zaragoza ESIC Business & Marketing School (Valencia) D. José Luis Hervás Oliver D. Adolfo Sánchez Burón Universitat Politècnica de València Universidad Internacional Isabel I de Castilla D.ª Caroline Hodges D. Joaquín Sánchez Herrera Bournemouth University (United Kingdom) Universidad Complutense (Madrid) 8 aDResearch ESIC Prólogo rece una declaración de intenciones puesto que, a día de hoy, todavía no se ha creado el Registro Central donde las empresas deberían de depositar Mujer y Comunicación sus planes de igualdad, tal y como marca la ley. Hace unos pocos meses en Europa ha sido ele- Habrá que ser optimistas y pensar que se está en gida una mujer como Presidenta de la Comi- el camino de conseguir grandes cambios para la sión Europea, Úrsula Von der Leyen. Su equipo situación empresarial de la Mujer y, por ende, de es el más paritario de la historia de Europa, 14 las compañías y sus stakeholders. hombres
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