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Revista interdisciplinaria de estudios de género de El Colegio de México

On-line version ISSN 2395-9185

Abstract

MEDINA AVILA, Virginia  and  MECALCO LOPEZ, Rosa Azucena. Gender Inequality, Stereotypes and the Exclusion of the Female Voice in Radio Advertising in Mexico. Rev. interdiscip. estud. género Col. Méx. [online]. 2021, vol.7, e701.  Epub May 17, 2021. ISSN 2395-9185.  https://doi.org/10.24201/reg.v7i1.701.

This article examines the narratives of radio advertising in Mexico from 1991 to 2018 to explore the role of female voices and the structures that perpetuate negative stereotypes, based on a gender approach and an analytical tool of the sound language. This two-tiered strategy incorporated specific categories: general sound elements, and a gender perspective. A sample of 313 spots, showed that, despite progress in gender issues, negative stereotypes associated with women continue to exist. The study also revealed, exclusion of female voices -sounds that are fundamental to society

Keywords : advertising; broadcast; media; gender studies.

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