Abstract

RUIZ VIDALES, Paola  and  MUNIZ, Carlos. Women stereotyping in political advertising. Analysis of gender stereotypes in electoral spots during election campaign of Nuevo Leon 2015. Comun. soc [online]. 2017, n.29, pp.69-91. ISSN 0188-252X.

Portrayals of social groups in the media contents has been largely characterized by the presence of stereotypes. To determine the women featured image in political advertising, a content analysis of spots from the election campaign for governor of Nuevo Leon 2015 was developed. The study shows how spots promote and disseminate gender stereotypes.

Keywords : gender; stereotypes; political advertising; election campaign.

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