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2026-07-14
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How to Cite
Figuras de lo rural femenino: un recorrido exploratorio por las representaciones publicitarias en España
Vanesa Saiz Echezarreta
Universidad de Castilla-La Mancha, España
María Cruz Alvarado López
Universidad de Valladolid, España
Abstract
Se propone un análisis sociosemiótico de las representaciones publicitarias de las mujeres rurales en España desde finales del siglo XIX hasta la actualidad, en campañas comerciales e institucionales. En un contexto de creciente visibilidad de la despoblación y del papel estratégico asignado a las mujeres rurales en políticas públicas, exploramos cómo la publicidad ha reproducido, transformado o tensionado los imaginarios femeninos rurales. Mediante el análisis se identifican longitudinalmente seis figuras discursivas clave: la pastora dócil, la trabajadora combativa, la campesina decorativa, la abuela guardiana, la emprendedora resiliente y las rurales múltiples. Cada figura condensa valores, roles y afectos que reflejan distintos momentos históricos y contextos socioculturales y permite desarrollar un recorrido interpretativo. El análisis revela una evolución desde estereotipos tradicionales e idealizados hacia representaciones más plurales, aunque aún marcadas por tensiones entre innovación discursiva y continuidad simbólica. El estudio señala la necesidad de imaginar nuevas formas de representación que reconozcan la agencia, diversidad y voz propia de las mujeres rurales en el espacio publicitario.
