Gender approach in the design and implementation of inclusive communication in Colombia

Abstract

This text aims to identify the gender approach as a methodological route in the design and implementation of inclusive communication, studying the campaigns implemented in Colombia by the newspaper El Tiempo, the only media that has focused its communication from the perspective of gender and female empowerment in the country. The discussion on differential approach, gender representations and female empowerment, serves as a basis for presenting a method of analysis applicable to brand communication. With this analysis we intend to: 1. Provide a methodological route to analyze communication campaigns with a gender approach. 2. Propose a measurement system to analyze and evaluate the fulfillment of this approach within the campaigns. 3. Apply the proposed tool to a specific case. The methodology is mixed. Based on the documentary review and content analysis, a matrix is constructed that contains three analysis variables operationalized through nine indicators. A measurement system based on nominal measurement and percentage analysis is proposed, seeking to identify the degree of compliance with the analysis variables on an ordinal scale from 0 to 100%. We found that the case studied has a very high degree of compliance (94%) with the characteristics identified, addressing problems such as occupational segregation by gender and sexism in the media. We discussed the urgent need to implement a formal methodology of the gender approach in the exercise of strategic communication, since it is still an incipient issue in Colombia and Latin America.