Differential approach to analyzing gender campaigns in the newspaper El Tiempo, Colombia.

Abstract

The discussion of the differentiated approach, gender representation, and women's empowerment serves as a basis for introducing a method of analysis applicable to brand communication. This text aims to identify characteristics, that considered gendered in the campaigns of the newspaper El Tiempo, the only medium that has oriented its communication from the perspective of gender equality and women's empowerment in Colombia, and to determine the percentage of compliance with these characteristics in the message. It is important to highlight that there is also a fundamental conceptual and methodological objective: the construction of the analysis matrix. The methodology used is mixed, and is based on a literature review and content analysis. Based on the former, a matrix with three operationalized analysis variables comprising nine indicators is created. A measurement system based on percentage analysis is proposed, and aims to determine the degree of agreement with the analysis variables. The case study shows a very high degree of compliance (94%), which addresses issues such as gender-based occupational segregation and sexism in the media. The results obtained offer a methodological way to analyze gender-specific communication campaigns and propose a measurement system to assess compliance with this approach within the message. We argue for the urgent need to implement a formal methodology for the gender approach in the practice of strategic communication, as this is still an emerging topic in Colombia and Latin America.