Narrativas de confinamiento: publicidad televisiva durante la epidemia de coronavirus en España
Resumen
España fue uno de los países más afectados durante la primera ola de la pandemia de coronavirus, y a mediados de marzo aplicó uno de los confinamientos más severos de Europa. Como etnógrafos, tenemos que hacer frente a lo inesperado (Canals, 2020) y las narraciones culturales que se insertan en producciones audiovisuales ampliamente difundidas pueden ser una fuente clave para analizar los discursos sociales y las imágenes predominantes durante períodos excepcionales. De estas producciones, la publicidad televisiva es extremadamente valiosa, al presentar micro-historias intencionales de la vida cotidiana, capaces de condensar relatos audiovisuales autónomos y significativos en menos de 60 segundos.
En este artículo analizo algunas narraciones culturales sobre el proceso de cuarentena y posterior desescalada en España mediante una muestra de 32 anuncios correspondientes a 17 marcas e instituciones diferentes, en dos rondas publicitarias distintas. Entre los resultados más evidentes, se evidencia la forja de un nuevo sentido de communitas al enfatizar la resistencia y la continuidad como piedras angulares para un concepto más cohesivo de unión basado en la idea de la mutualidad del compartir - basándose en la “mutualidad del ser” de Sahlins (2013).
Palabras clave
Publicidad, Confinamiento, Coronavirus, Narrativas culturalesCitas
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Derechos de autor 2021 Jordi Grau Rebollo
Esta obra está bajo una licencia internacional Creative Commons Atribución 4.0.
