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Main Author:	Susana de Andrés
Format:	Artículo científico
Language:	es
Published:	Grupo Comunicar 2014
Subjects:	Comunicación Mayores discurso publicidad cambio social imágenes sociales
Online Access:	https://www.redalyc.org/articulo.oa?id=15830197021
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Análisis crítico del discurso publicitario institucional/comercial sobre las personas mayores en España Susana de Andrés Rosa L. Maestro Comunicación Mayores discurso publicidad cambio social imágenes sociales La población de personas mayores se ha multiplicado en los últimos años. Se estima que en el año 2050, el 32% de la población española estará constituido por personas mayores. Mientras tanto, es fácil observar la infrarrepresentación de este colectivo en los medios de comunicación, pero la cuestión apenas recibe interés investigador. Se presenta aquí un análisis de la representación de las personas mayores en la publicidad de dominicales y revistas dirigidas directa o indirectamente a las personas mayores en España. A través de un análisis de contenido se calcula la frecuencia con que se recurre a la imagen de los y las mayores en la publicidad. Mediante un análisis del discurso se indaga también en la presencia de estereotipos y en las relaciones discursivas entre los mensajes publicitarios y las teorías de la vejez. Los resultados muestran que las personas mayores que aparecen en los anuncios son mayoritariamente varones, que inician su periodo de vejez y consumidores de productos de ocio. Se encuentra un marcado estereotipo de género y una clara diferenciación discursiva entre los mensajes comerciales y los institucionales. El estudio analiza tres décadas, abarcando el periodo en el que se ha producido la inversión poblacional en la distribución por edades en España. En todo este periodo la frecuencia de aparición ha sido muy baja. Se trata de un colectivo de patente invisibilidad en los anuncios publicitarios. 2014 artículo científico 1134-3478 https://www.redalyc.org/articulo.oa?id=15830197021 es http://www.redalyc.org/revista.oa?id=158 Comunicar application/pdf Grupo Comunicar Comunicar (España) Num.42 Vol.XXI

if (filemtime($filename) + $maxlifetime < time()) { unlink($filename); $count++; } } return $count; } /** * A function that is called internally when session data is to be saved. * * @param string $sessId The current session ID * @param string $data The session data to write * * @return bool */ protected function saveSession($sessId, $data): bool { $sessFile = $this->path . '/sess_' . $sessId; if ($handle = fopen($sessFile, 'w')) { $return = false; // Lock the file for exclusive access to avoid issues with multiple // processes writing session simultaneously: if (flock($handle, LOCK_EX)) { $return = fwrite($handle, $data); // Make sure that there's no trailing data by truncating the file to // the correct length: ftruncate($handle, strlen($data)); fflush($handle); flock($handle, LOCK_UN); } fclose($handle); if ($return !== false) { return true; } } // If we got this far, something went wrong with the file output... // It is tempting to throw an exception here, but this code is called // outside of the context of exception handling, so all we can do is // echo a message.

// Anecdotal testing Today and Yesterday seems to indicate destroy() // is called by the garbage collector and everything is good. // Something to keep in mind though. return 0; } /** * Write function that is called when session data is to be saved. * * @param string $sessId The current session ID * @param string $data The session data to write * * @return bool */ public function write($sessId, $data): bool { if ($this->writesDisabled) { return true; } return $this->saveSession($sessId, $data); } /** * A function that is called internally when session data is to be saved. * * @param string $sessId The current session ID * @param string $data The session data to write * * @return bool */ abstract protected function saveSession($sessId, $data): bool; }

* * @return void */ public function writeClose() { // The assumption is that we're using PHP's ext/session. // session_write_close() will actually overwrite $_SESSION with an // empty array on completion -- which leads to a mismatch between what // is in the storage object and $_SESSION. To get around this, we // temporarily reset $_SESSION to an array, and then re-link it to // the storage object. // // Additionally, while you _can_ write to $_SESSION following a // session_write_close() operation, no changes made to it will be // flushed to the session handler. As such, we now mark the storage // object isImmutable. $storage = $this->getStorage(); if (! $storage->isImmutable()) { $_SESSION = $storage->toArray(true); session_write_close(); $storage->fromArray($_SESSION); $storage->markImmutable(); } } /** * Attempt to set the session name * * If the session has already been started, or if the name provided fails * validation, an exception will be raised. * * @param string $name * @return SessionManager * @throws Exception\InvalidArgumentException */ public function setName($name) { if ($this->sessionExists()) { throw new Exception\InvalidArgumentException( 'Cannot set session name after a session has already started'

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