28(2) - 2016

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

Raquel Lázaro-Gutiérrez


An analysis of videos aimed at promoting a healthy lifestyle among the migrant population in Spain


Over the last few decades, a large number of foreigners have come to Spain, not only as short-term tourists, but also as long term-students, workers and retirees. A great effort has been made to reach out to these new citizens and involve them through healthcare promotion campaigns. This has resulted in the publication of leaflets, posters and even videos, which are the object of this research. Although it has been acknowledged that videos are useful when it comes to reaching out to the migrant population, the number of videos addressed to migrants that are published and available in Spain nowadays is low. Furthermore, in order to effectively attain the target audience, a series of adaptations have to be carried out. The aim of this research paper is to present the early phases of a qualitative study aimed at analysing these healthcare videos in order to determine what kind of adaptations have taken place. Intercultural communication and public service translation make up the theoretical framework of this study. The methodology is derived from a variety of disciplines (discourse analysis, publicity and advertising, ethnography, sociology). Aspects such as conceptual or communicative adaptation to particular cultures, changes in register, use of terminology, structural changes and choice of topic will be analysed.


Adaptation, healthcare promotion, migrant population, transcreation, public service translation

DOI 10.17462/para.2016.02.04

October 17, 2016
  28(2) - 2016