Prototipo de campaña digital para concienciar sobre la práctica de micromachismos, en base a las nuevas masculinidades en los adolescentes varones de Cuenca

Abstract

In this project, a study is carried out on the practices that are considered gender violence and male chauvinism in young men from the city of Cuenca between 12 and 17 years old. This project leads to the approach and prototyping of the campaign in social networks “We, the New Men.” This concept is based on new masculinities and aims to redefine masculinity through the awareness of the micro-chauvinisms that exist in the daily life of the target group. This research, in addition to providing a broad and real vision of the problem, works as a method to generate content, which was published throughout the campaign.