Resumo

GARCIA MUNOZ, Nuria  e  MARTINEZ GARCIA, Luisa. La recepción de la imagen de las mujeres en los medios: una aproximación cualitativa. Comun. soc [online]. 2008, n.10, pp.111-128. ISSN 0188-252X.

This article aims to analyse the results of an investigation into the use of female gender stereotypes present in the media. We are interested in knowing what the gender stereotypes that women are valued as discriminatory and which regarded as positive practices regarding the image of women in society. We intend to generate patterns of knowledge in three areas: in the perception and consideration of citizenship in front of the media contents, understand the social participation about media content and the valuation strategy, effectiveness and other actions that can help improve the representation of women in the media.

Palavras-chave : gender studies; audiences; advertising; gender stereotypes; reception.

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