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This study aimed to conduct a critical analysis of the representation of the Afro-descendant population in Panamanian advertising still photography, exploring both its visual patterns and its sociocultural implications. A qualitative methodological approach was adopted, using focus groups as the main data collection technique. This strategy allowed for an in-depth and contextual understanding of how different social sectors in Panama perceive and interpret advertisements featuring Afro-descendant individuals. Focus groups were composed through purposive sampling, ensuring sociocultural diversity among participants. Selected advertisements served as visual prompts for collective discussions that explored shared meanings, discursive tensions, and lived experiences related to ethnic-racial representation in visual media. The findings reveal a predominantly stereotypical and functionalist portrayal of the Afro-descendant population, frequently associated with physical labor and subordinate roles. A symbolically forced inclusion was identified, lacking cultural authenticity and community identification, and reflecting the persistence of racialized visual imaginaries. These patterns affect both the self-image and the social imagination of Afro-descendants, limiting their visibility in leadership or success-oriented roles. The collective dynamic of focus groups enabled a deeper understanding of the emotional and symbolic resonance of these representations. As a result, the study proposes guidelines for more ethical, inclusive, and culturally informed visual communication, aiming to transform the symbolic frameworks that govern advertising in Panama.
Este obra está bajo una licencia de Creative Commons Reconocimiento-NoComercial-CompartirIgual 4.0 Internacional.
