El pantone del macho guayaco estudio de la cromática con que los adultos emergentes de Guayaquil identifican la masculinidad

Abstract

The purpose of this research is to determine the chromatic with which emerging adults identify masculinity of the city of Guayaquil, Ecuador. It is based on concepts of masculinity, narrative identity, social subjectivity, social practices, emerging adulthood, stereotypes and gender roles, gender identity, advertising and color: psychology and representations. The methodology employed in this exploratory study is based on semi-structured interviews in three sections consisting of: demographic questions, questions about representation of the study object and its relationship with it, and questions for the elaboration of the co-narrative. The information obtained from the interviews is compiled to produce two narrative stories, based on anecdotes about the masculinity of Guayaquil, comparing them with each other. It is concluded that in Guayaquil, masculinity is still identified with the color blue, which denotes that it is a society that is governed by traditional cultural aspects.