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Campañas Sobre Racismo

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Campañas Sobre Racismo ADVERTIMENT. Lʼaccés als continguts dʼaquesta tesi doctoral i la seva utilització ha de respectar els drets de la persona autora. Pot ser utilitzada per a consulta o estudi personal, així com en activitats o materials dʼinvestigació i docència en els termes establerts a lʼart. 32 del Text Refós de la Llei de Propietat Intel·lectual (RDL 1/1996). Per altres utilitzacions es requereix lʼautorització prèvia i expressa de la persona autora. En qualsevol cas, en la utilització dels seus continguts caldrà indicar de forma clara el nom i cognoms de la persona autora i el títol de la tesi doctoral. No sʼautoritza la seva reproducció o altres formes dʼexplotació efectuades amb finalitats de lucre ni la seva comunicació pública des dʼun lloc aliè al servei TDX. Tampoc sʼautoritza la presentació del seu contingut en una finestra o marc aliè a TDX (framing). Aquesta reserva de drets afecta tant als continguts de la tesi com als seus resums i índexs. ADVERTENCIA. El acceso a los contenidos de esta tesis doctoral y su utilización debe respetar los derechos de la persona autora. Puede ser utilizada para consulta o estudio personal, así como en actividades o materiales de investigación y docencia en los términos establecidos en el art. 32 del Texto Refundido de la Ley de Propiedad Intelectual (RDL 1/1996). Para otros usos se requiere la autorización previa y expresa de la persona autora. En cualquier caso, en la utilización de sus contenidos se deberá indicar de forma clara el nombre y apellidos de la persona autora y el título de la tesis doctoral. No se autoriza su reproducción u otras formas de explotación efectuadas con fines lucrativos ni su comunicación pública desde un sitio ajeno al servicio TDR. Tampoco se autoriza la presentación de su contenido en una ventana o marco ajeno a TDR (framing). Esta reserva de derechos afecta tanto al contenido de la tesis como a sus resúmenes e índices. WARNING. The access to the contents of this doctoral thesis and its use must respect the rights of the author. It can be used for reference or private study, as well as research and learning activities or materials in the terms established by the 32nd article of the Spanish Consolidated Copyright Act (RDL 1/1996). Express and previous authorization of the author is required for any other uses. In any case, when using its content, full name of the author and title of the thesis must be clearly indicated. Reproduction or other forms of for profit use or public communication from outside TDX service is not allowed. Presentation of its content in a window or frame external to TDX (framing) is not authorized either. These rights affect both the content of the thesis and its abstracts and indexes. Campañas sobre racismo: Análisis de la Campaña Racismo en México Campañas sobre racismo: Análisis de la Campaña Racismo en México Tesis para obtener el Doctorado en Publicidad y Relaciones Públicas Autora: Fabiola Fernández Guerra Carrillo Director: Dr. David Roca Departamento de Publicidad, Relaciones Públicas y Comunicación Audiovisual, 2017 Tesis para obtener el grado de Doctora en Publicidad y Relaciones Públicas Universidad Autónoma de Barcelona, 2017 Campañas sobre racismo: Análisis de la Campaña Racismo en México. © Fabiola Fernández Guerra Carrillo, 2017 Diseño de portada y contraportada, Ana Patitu, anapatitu.com Diseño de la tipografía sobre racismo en la contraportada: Nashailí Oropeza Fotografía de contraportada: Lola Pastor Impreso en Barcelona Palabras Clave: Campañas sobre racismo, Análisis de campañas de publicidad social, Racismo en México, Campaña Racismo en México, Viral Racismo en México, Campañas sobre racismo en México, Campañas sobre racismo en América Latina, Campañas sociales y Youtube, Racismo y Youtube, Publicidad social y redes sociales, Consejo Nacional para Prevenir la Discriminación, CONAPRED, 11.11 Cambio Social. A todxs los seres humanos, y en especial a lxs que recién llegan; sé que lo haremos mucho mejor. A mis amigxs lxs árboles, gracias de todo corazón. Agradecimientos Primero que nada quiero agradecer enormemente a mi director de tesis David Roca quién desde la primera llamada que le hice desde México para proponerle mi proyecto de investigación, me ha apoyado, sostenido y guiado, con una gran calidad académica y humana. Sus comentarios y precisiones me han sido verdaderamente útiles. Muchas gracias David, eres un gran director. A la Universidad Autónoma de Barcelona, y al Departamento de Publicidad, Relaciones Públicas y Comunicación Audiovisual, por abrirme las puertas y las posibilidades para hacer esta investigación. A la Agencia Española de Cooperación Internacional para el Desarrollo (AECID) por creer en mí y becarme, haciendo posible este doctorado; y al Consejo Nacional de Ciencia y Tecnología CONACYT, por también seleccionarme y becarme durante los últimos dos años, haciéndome posible concluir y defender esta tesis doctoral. A Barcelona y Catalunya, por recibirme, dejarme conocerla, aprender de su gente, darme todas estas experiencias, y motivarme continuamente a crecer y conocerme más; muchas muchas gracias. A FEDERIIICA por ser deliciosa. Te conocí en el capítulo uno, y ahora caminamos en nuestro año cero. Gracias por tu apoyo incondicional corazona! A mis papás Patricia y David muchas gracias por todo su amor y apoyo desde México, y a Lola y Luciano, por todo su amor y apoyo en este lado del mundo. Y a Benjamín, Felipe y Elvira Carrillo Puerto, mis tíxs abuelxs, por su sensibilidad y por plantar esta semilla de cambio. Sé que les gustaría saber de esta tesis. A todas las personas con quienes intercambié diversas ideas con respecto a esta tesis; y muy en especial a César Rojo y Emiliana Lilloy. A mis queridxs amigxs, por las aventuras, abrazos, palabras de ánimo, y energía hermosa, están en mi corazón. A las niñas y niños que aparecen en el Viral Racismo en México, y a sus madres y padres que dieron su autorización para ello, con la intención de crear un México más consciente, sano y amoroso. A todas las personas que hicieron posible la Campaña Racismo en México, quienes aparecen en esta tesis, y sin las cuáles no existiría esta investigación. Muchas gracias. A la fuente, energía universal, placer de la existencia. ÍNDICE RESUMEN..................................................................................................................................... 1 PRÓLOGO ..................................................................................................................................... 3 INTRODUCCIÓN ........................................................................................................................... 5 I. SITUACIÓN DEL RACISMO EN MÉXICO ................................................................................................... 5 II. SITUACIÓN DE LA PUBLICIDAD GUBERNAMENTAL/INSTITUCIONAL EN MÉXICO ............................................ 6 III. POR QUÉ ESTUDIAR LA CAMPAÑA RACISMO EN MÉXICO DE 2011 .......................................................... 7 IV. PROPÓSITO DE ESTA TESIS ................................................................................................................ 9 V. METODOLOGÍA E IMPLICACIÓN PERSONAL ......................................................................................... 10 VI. ESTRUCTURA DE LA TESIS ............................................................................................................... 12 PARTE I. MARCO TEÓRICO Y DESCRIPCIÓN DEL CASO DE ESTUDIO CAPÍTULO 1. RACISMO .............................................................................................................. 21 1.1 RACISMO: QUÉ ES Y EL POR QUÉ DE SU EXISTENCIA ............................................................................ 21 1.2 RAZA Y RACISMO ......................................................................................................................... 24 1.3 RAZA Y ETNIA .............................................................................................................................. 25 1.4 ORIGEN Y EVOLUCIÓN DE LAS IDEAS SOBRE EL RACISMO ...................................................................... 26 1.4.1 DISCURSO TEOLÓGICO MONOTEÍSTA ............................................................................................ 28 1.4.2 Discurso científico mono y poligenista ............................................................................ 29 1.4.3 Sociología del Racismo .................................................................................................... 31 1.4.4 Pensamiento negro, y sociología y antropología cultural en EUA................................... 32 1.4.5 Nacionalismo y movimientos anti-racistas ...................................................................... 33 1.4.6 Teoría feminista y racismo .............................................................................................. 34 1.4.7 Pensamiento decolonial y racismo .................................................................................. 37 1.5 RACISMO EN MÉXICO ................................................................................................................... 39 1.6 LAS LÓGICAS DEL RACISMO Y DE CÓMO OPERA .................................................................................. 47 CAPÍTULO 2. PUBLICIDAD SOCIAL ............................................................................................. 53 2.1. LA PUBLICIDAD COMO HERRAMIENTA SOCIAL ..................................................................................
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