Abstract

From the discourse and sociology of the image, the objective is to analyze the racialization of Chilean primetime television advertising, where, in spite of the similarities with neighboring countries, the discursiveness expressed by Chilean media has been permeated by a supposed white superiority, status, and raciality. This study employs a qualitative, descriptive approach with an ethnographic design. A comprehensive analysis was carried out through a sample by opportunity, considering advertisements of four open television channels during primetime. According to the results, in discursive terms, advertising in Chile consolidates a distinction that associates white people with positive values. On the other hand, three categories emerge in the Afro-descendant/ mestizo distinction: peripheral, foreign, and alternative-reformist posture.