Análisis de vídeos de promoción de hábitos de vida saludables dirigidos a la población inmigrante

Abstract

During the last decades Spain has been receiving a great amount of foreigners who have come, not only as short term tourists, but also as long term students or workers or for their retirement. A great effort has been done to reach these new citizens and involve them in healthcare promotion campaigns. This has materialised into the publication of leaflets, posters and even videos, which are the object of this piece of research. Although the usefulness of video format when it comes to reach migrant population has been acknowledged, nowadays the number of published and available videos particularly addressed to migrants in Spain is scarce. Moreover, in order to efficiently reach the target audience, a set of adaptations should be carried out. The aim of this research is to analyse healthcare videos addressed towards migrant population in Spain to determine the kind of adaptations which have been performed. Intercultural communication and public service translation constitute the theoretical framework for this study. The methodology derives from a variety of disciplines, which includes discourse analysis, publicity and advertising, ethnography, and sociology, and aspects such as the conceptual or communicative adaptation to particular cultures, changes of register, use of terminology, structural changes or topic choice will be analysed.