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Revista interdisciplinaria de estudios de género de El Colegio de México

On-line version ISSN 2395-9185


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.

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.

        · abstract in Spanish     · text in Spanish     · Spanish ( pdf )