{"id":1186,"date":"2020-03-17T19:40:42","date_gmt":"2020-03-17T23:40:42","guid":{"rendered":"https:\/\/pappost.com\/?p=1186"},"modified":"2020-03-17T19:50:22","modified_gmt":"2020-03-17T23:50:22","slug":"les-stereotypes-sur-les-femmes-dans-la-publicite-en-haiti","status":"publish","type":"post","link":"https:\/\/pappost.com\/index.php\/2020\/03\/17\/les-stereotypes-sur-les-femmes-dans-la-publicite-en-haiti\/","title":{"rendered":"Les st\u00e9r\u00e9otypes sur les femmes dans la publicit\u00e9 en Ha\u00efti"},"content":{"rendered":"\n

Par Fr\u00e9d\u00e9ric Ch\u00e9restal
Sociologue
Twitter : @fredcherestal<\/em><\/p>\n\n\n\n

Les premiers signes d\u2019une publicit\u00e9 commerciale remonteraient \u00e0 Pomp\u00e9i (ville antique de l\u2019Italie), vers les 79 Av. J.C. En effet, on a y remarqu\u00e9 des affiches annon\u00e7ant des manifestations et proposant la location de taverne. Suite aux divers changements en Occident (arts et science, industrialisation, av\u00e8nement d\u00e9mocratique, etc.), l\u2019affichage devient populaire et s\u2019impose entre le 17e et le 19e si\u00e8cle. Apr\u00e8s la deuxi\u00e8me Guerre Mondiale (1945) et au profit des \u00e9volutions \u00e9conomiques (les trente glorieuses), la n\u00e9cessit\u00e9 de nouvelles strat\u00e9gies de commercialisation s\u2019impose, afin d\u2019attirer l\u2019attention du grand public et vendre. On nage en plein dans la \u00ab soci\u00e9t\u00e9 de masse \u00bb depuis. Dans le contexte ha\u00eftien, au gr\u00e9 des rapports avec l\u2019Occident (allant de la conqu\u00eate espagnole de 1492, \u00e0 l\u2019Exposition International de 1949), des modification multiples (sociales, d\u00e9mographiques, politiques et surtout \u00e9conomiques) expliquent l\u2019usage de la publicit\u00e9. Dans l\u2019Ha\u00efti contemporaine, la publicit\u00e9 est quasi-pr\u00e9sente au sein de notre quotidien, allant des affiches g\u00e9antes au coin de la rue, \u00e0 l\u2019\u00e9cran de nos smartphones et laptops. Dans ce court article, nous vous proposons une courte analyse sur l\u2019utilisation de trois st\u00e9r\u00e9otypes sur les femmes au niveau de la publicit\u00e9 en Ha\u00efti.<\/em><\/p>\n\n\n\n

La femme m\u00e9nag\u00e8re : la g\u00e9rante de la maison<\/strong><\/p>\n\n\n\n

Dans cette premi\u00e8re cat\u00e9gorie, nous retrouvons l\u2019image de la femme m\u00e9nag\u00e8re, f\u00e9e du logis, qui g\u00e8re la maison. Tout d\u2019abord, nous devons clarifier qu\u2019un st\u00e9r\u00e9otype consiste en une repr\u00e9sentation que l\u2019on poss\u00e8de sur une cat\u00e9gorie de personnes. Il est susceptible d\u2019influencer notre comportement, notre jugement et de favoriser un certain type d\u2019action. Les st\u00e9r\u00e9otypes participent \u00e9galement \u00e0 la construction de l\u2019identit\u00e9 individuelle et collective. Ce st\u00e9r\u00e9otype de \u00ab Femme m\u00e9nag\u00e8re \u00bb prend sa racine dans les profondeurs de notre soci\u00e9t\u00e9 patriarcale et masochiste, qui rel\u00e8gue les femmes dans le r\u00f4le de bonne \u00e0 tout faire. \u00c0 la femme, en habit de couleurs tendres ou vives, les t\u00e2ches m\u00e9nag\u00e8res (lessive, cuisine, nettoyage, achats de produits de premi\u00e8res n\u00e9cessites, etc.), l\u2019int\u00e9rieur, le priv\u00e9. En bref ! Un r\u00f4le de domin\u00e9.<\/p>\n\n\n\n

\"\"
Via Femme-publicit\u00e9<\/figcaption><\/figure><\/div>\n\n\n\n

\u00c0 l\u2019homme, en habit de prestige (ici, la costume de trois pi\u00e8ces prime) de couleurs sombres, la relaxation (il regarde la t\u00e9l\u00e9 ou lit un journal le plus souvent), les t\u00e2ches n\u00e9cessitant un effort physique ou intellectuel, le public, la d\u00e9cision finale d\u2019achat. Un r\u00f4le de dominant ! Cette image de la femme m\u00e9nag\u00e8re prend, aussi, sa source dans diverses traditions occidentales (le Christianisme, par exemple) qui placent la femme dans une position de domin\u00e9e et la rel\u00e8guent \u00e0 des t\u00e2ches domestiques. L\u2019av\u00e8nement des appareils \u00e9lectrom\u00e9nagers et l\u2019Occidentalisation du pays ont favoris\u00e9, depuis le milieu du 20e si\u00e8cle, l\u2019utilisation de cette figure de la femme, \u00e0 travers la publicit\u00e9. Dans ce contexte, nous retrouvons l\u2019utilisation de ce st\u00e9r\u00e9otype dans la vente de divers produits\/ services : meubles, articles \u00e9lectrom\u00e9nagers, produits de nettoyage, h\u00f4tellerie & tourisme, restauration, etc. Un peu plus loin, nous retrouvons projeter l\u2019image de la femme m\u00e8re de famille. <\/p>\n\n\n\n

La m\u00e8re de famille : gardienne des enfants <\/strong><\/p>\n\n\n\n

La femme a la capacit\u00e9 naturelle de transmettre la vie. L\u2019un des actes les plus complexes et \u00e9tonnants de l\u2019esp\u00e8ce humaine ! Sans rentrer dans les d\u00e9bats sur le droit \u00e0 l\u2019avortement (ce n\u2019est pas l\u2019objectif de ce texte), retenons que la capacit\u00e9 biologique de la femme \u00e0 enfanter ne pourrait r\u00e9duire la femme \u00e0 la fonction, sociale, de m\u00e8re. Dans cette seconde cat\u00e9gorie nous retrouvons la femme \u00ab m\u00e8re de famille \u00bb qui prend soin des enfants. De l\u2019apparition des groupements humains, remontant \u00e0 la p\u00e9riode du nomadisme, le rapport m\u00e8re-enfant prend du sens en tenant compte des r\u00e9alit\u00e9s de l\u2019\u00e9poque. Les pr\u00e9carit\u00e9s diverses d\u2019ordre naturel (environnement hostile et animaux sauvages), les rivalit\u00e9s entre les groupements humains et autres tendent \u00e0 expliquer la division sexuelle du travail de l\u2019\u00e9poque. Une telle division qui pla\u00e7ait les femmes \u00e0 l\u2019enfantement et la protection des enfants. Des si\u00e8cles plus tard, avec l\u2019apog\u00e9e de l\u2019\u00c9tat-nation, la pacification des m\u0153urs, la d\u00e9mocratie, les avanc\u00e9es \u00e9videntes au niveau des droits de la femme, rien n\u2019explique le fait qu\u2019une femme devrait, exclusivement occuper la fonction de m\u00e8re. Une fonction qui n\u2019est pas, trop souvent, compatible avec des ambitions professionnelles et\/ ou sociales.<\/p>\n\n\n\n

\"\"
Via Boutique Clouet<\/figcaption><\/figure><\/div>\n\n\n\n

On remet en question les capacit\u00e9s d\u2019une femme \u00e0 occuper des fonctions (politique ou entrepreneuriale, par exemple) en soulignant son incapacit\u00e9 \u00e0 lier ses ambitions \u00e0 son r\u00f4le de m\u00e8re\/ \u00e9pouse. Que dira-t-on \u00e0 un homme (\u00e9poux et p\u00e8re) qui souhaite devenir PDG ou Pr\u00e9sident de la R\u00e9publique ? Dans le contexte ha\u00eftien, la surrepr\u00e9sentation de la femme \u00ab m\u00e8re de famille \u00bb peut aussi s\u2019expliquer par l\u2019importance du christianisme (et de ses d\u00e9rives) dans le corps social, le traditionalisme (particuli\u00e8rement en milieu rural) et les faiblesses l\u00e9gales devant prot\u00e9ger les femmes. Sous ce clich\u00e9, nous pouvons noter la vente de divers produits\/ services : nourriture pour b\u00e9b\u00e9 et enfants, produits pharmaceutiques, fournitures scolaires, aliments, immobiliers et mobiliers, services bancaires et\/ ou financiers, etc. <\/p>\n\n\n\n

La femme-objet : instrument de d\u00e9sir et app\u00e2t<\/strong><\/p>\n\n\n\n

Le corps de la femme fait r\u00eaver. D\u00e8s l\u2019antiquit\u00e9, le corps de la femme est objet d\u2019attention, de convoitise et source de cr\u00e9ation artistique. Pour repr\u00e9senter la femme, on sculpte des figurines d\u2019ivoire dites \u00ab V\u00e9nus \u00bb, au Pal\u00e9olithique sup\u00e9rieure, entre 35 000 et 10 000 ans avant notre \u00e8re. Au gr\u00e9 d\u2019\u00e9volutions multiples en Occident, l\u2019image de la femme \u00e9volue en prenant des significations diverses, sous l\u2019influence de la religion, des arts de la litt\u00e9rature, de la politique et, essentiellement de la peinture et des voyages (colonisation). L\u2019image de la \u00ab femme-objet \u00bb que nous connaissons actuellement prend sa naissance dans les ann\u00e9es 60 et 70, \u00e0 la suite des luttes d\u2019\u00e9mancipation de femmes et la reconnaissance de certains droits dans la politique, l\u2019\u00e9ducation et les avanc\u00e9es des femmes dans le milieu professionnel. Ces avanc\u00e9es entrainent une lib\u00e9ralisation des m\u0153urs, qui sur le plan commercial impact les techniques de publicit\u00e9 qui connaissent une \u00e9rotisation. Le corps de la femme devient \u00ab app\u00e2t \u00bb et outil d\u2019attention des deux sexes. <\/p>\n\n\n\n

\"\"
Via Stampaprint<\/figcaption><\/figure><\/div>\n\n\n\n

Dans les ann\u00e9es 90, ce ph\u00e9nom\u00e8ne devient la norme dans certains pays occidentaux (dont la France et les USA), avec la vague dite \u00ab porno-chic \u00bb. Le corps de la femme devient objet de fantasme. Il est utilis\u00e9 dans les affiches publicitaires, souvent dans des situations hors-contexte, o\u00f9 il est difficile (voire impossible) de lier le produit\/ service offert au corps de la \u00ab femme id\u00e9ale \u00bb (jeune, mince, blanche et de grande taille) qui est propos\u00e9. Dans le contexte ha\u00eftien, cette derni\u00e8re cat\u00e9gorie est surtout utilis\u00e9e pour la vente des produits\/ services comme : cosm\u00e9tiques, lingerie, boissons, automobile, voyages, loterie, etc. <\/p>\n\n\n\n

En d\u00e9cembre 2017, le Minist\u00e8re \u00e0 la Condition F\u00e9minine et aux Droits des Femmes (MCFDF) a condamn\u00e9, dans une note officielle, une affiche publicitaire, d\u2019une marque de boisson, jug\u00e9e \u00ab d\u00e9valorisante pour l\u2019image et le corps de la femme \u00bb. La publication de ladite note se solda, un jour apr\u00e8s, par le retrait des panneaux publicitaires portant l\u2019annonce. Ces faits se sont r\u00e9p\u00e9t\u00e9s \u00e0 plusieurs reprises dans l\u2019histoire ha\u00eftienne contemporaine. Les agences de publicit\u00e9 et autres direction de marketing ne sont compos\u00e9es que des citoyens (citoyennes) socialement implantes (\u00e9es), vivant les travers d\u2019une soci\u00e9t\u00e9, en pleine mutation, qui facilite la promotion de st\u00e9r\u00e9otypes et clich\u00e9s divers. Un changement social en profondeur est n\u00e9cessaire pour provoquer les changements souhait\u00e9s dans le monde publicitaire en Ha\u00efti. Au-del\u00e0 de sa simple fonction mercantile, d\u2019attirer l\u2019attention sur un produit\/ service et conclure une vente, les professionnels de la publicit\u00e9 ont pour devoir de respecter les femmes et de leurs droits. Soit ! Mais, de tels droits ne prendront sens que par l\u2019application d\u2019action concr\u00e8tes de l\u2019\u00c9tat ha\u00eftien, pour \u00e9radiquer les in\u00e9galit\u00e9s multiples (\u00e9ducation, sant\u00e9, acc\u00e8s \u00e0 l\u2019emploi, participation politique, etc.) qui s\u00e9parent les sexes en Ha\u00efti. <\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Par Fr\u00e9d\u00e9ric Ch\u00e9restalSociologueTwitter : @fredcherestal Les premiers signes d\u2019une publicit\u00e9 commerciale remonteraient \u00e0 Pomp\u00e9i (ville antique…<\/p>\n","protected":false},"author":1,"featured_media":1188,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[16],"tags":[],"class_list":["post-1186","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-societes"],"yoast_head":"\nLes st\u00e9r\u00e9otypes sur les femmes dans la publicit\u00e9 en Ha\u00efti - Port-au-Prince 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