Feminist Stereotypes and Women’s Roles in Spanish Radio Ads
Autor(a) principal: | |
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Data de Publicação: | 2021 |
Outros Autores: | , , , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | https://doi.org/10.17645/mac.v9i2.3762 |
Resumo: | This article takes a quantitative approach to Spanish radio advertising and the stereotypes and female roles that it broadcasts in a medium that has traditionally had high female audience rates in our country. From content analysis of 679 radio ads extracted from the 3 main general Spanish radio stations and collected 10 years apart, the study attempts to show the evolution (or regression) of how radio advertising portrays women. The radio in Spain has always been a medium anchored in the real world that has also provided some degree of space to broadcast social movement. #MeToo, as a phenomenon promoting female empowerment, was no exception. Therefore, this longitudinal study aims to demonstrate whether the social movements that led to increased female activism have been reflected in a change of roles and stereotypes projected by radio advertising messages. The work presented here looks at the concept of role from a dual perspective: firstly, it focuses on the role played by female voices in radio advertising items. Secondly, it works on the concept of role by assimilating it into the female image projected in radio advertising items. The results obtained between the two samples are remarkably similar, demonstrating a clear tendency to polarise the female image and confirming that women are still being portrayed in significantly traditional roles. |
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Feminist Stereotypes and Women’s Roles in Spanish Radio Ads#MeToo movement; advertising; feminism; gender studies; radio; roles; Spain; stereotypes; womenThis article takes a quantitative approach to Spanish radio advertising and the stereotypes and female roles that it broadcasts in a medium that has traditionally had high female audience rates in our country. From content analysis of 679 radio ads extracted from the 3 main general Spanish radio stations and collected 10 years apart, the study attempts to show the evolution (or regression) of how radio advertising portrays women. The radio in Spain has always been a medium anchored in the real world that has also provided some degree of space to broadcast social movement. #MeToo, as a phenomenon promoting female empowerment, was no exception. Therefore, this longitudinal study aims to demonstrate whether the social movements that led to increased female activism have been reflected in a change of roles and stereotypes projected by radio advertising messages. The work presented here looks at the concept of role from a dual perspective: firstly, it focuses on the role played by female voices in radio advertising items. Secondly, it works on the concept of role by assimilating it into the female image projected in radio advertising items. The results obtained between the two samples are remarkably similar, demonstrating a clear tendency to polarise the female image and confirming that women are still being portrayed in significantly traditional roles.Cogitatio2021-03-23info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttps://doi.org/10.17645/mac.v9i2.3762oai:ojs.cogitatiopress.com:article/3762Media and Communication; Vol 9, No 2 (2021): Gender and Media: Recent Trends in Theory, Methodology and Research Subjects; 39-512183-2439reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAPenghttps://www.cogitatiopress.com/mediaandcommunication/article/view/3762https://doi.org/10.17645/mac.v9i2.3762https://www.cogitatiopress.com/mediaandcommunication/article/view/3762/3762Copyright (c) 2021 Anna Fajula, Mariluz Barbeito, Estrella Barrio, Ana Maria Enrique, Juan José Peronahttp://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessFajula, AnnaBarbeito, MariluzBarrio, EstrellaEnrique, Ana MariaPerona, Juan José2022-12-20T10:58:34Zoai:ojs.cogitatiopress.com:article/3762Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T16:20:57.639556Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Feminist Stereotypes and Women’s Roles in Spanish Radio Ads |
title |
Feminist Stereotypes and Women’s Roles in Spanish Radio Ads |
spellingShingle |
Feminist Stereotypes and Women’s Roles in Spanish Radio Ads Fajula, Anna #MeToo movement; advertising; feminism; gender studies; radio; roles; Spain; stereotypes; women |
title_short |
Feminist Stereotypes and Women’s Roles in Spanish Radio Ads |
title_full |
Feminist Stereotypes and Women’s Roles in Spanish Radio Ads |
title_fullStr |
Feminist Stereotypes and Women’s Roles in Spanish Radio Ads |
title_full_unstemmed |
Feminist Stereotypes and Women’s Roles in Spanish Radio Ads |
title_sort |
Feminist Stereotypes and Women’s Roles in Spanish Radio Ads |
author |
Fajula, Anna |
author_facet |
Fajula, Anna Barbeito, Mariluz Barrio, Estrella Enrique, Ana Maria Perona, Juan José |
author_role |
author |
author2 |
Barbeito, Mariluz Barrio, Estrella Enrique, Ana Maria Perona, Juan José |
author2_role |
author author author author |
dc.contributor.author.fl_str_mv |
Fajula, Anna Barbeito, Mariluz Barrio, Estrella Enrique, Ana Maria Perona, Juan José |
dc.subject.por.fl_str_mv |
#MeToo movement; advertising; feminism; gender studies; radio; roles; Spain; stereotypes; women |
topic |
#MeToo movement; advertising; feminism; gender studies; radio; roles; Spain; stereotypes; women |
description |
This article takes a quantitative approach to Spanish radio advertising and the stereotypes and female roles that it broadcasts in a medium that has traditionally had high female audience rates in our country. From content analysis of 679 radio ads extracted from the 3 main general Spanish radio stations and collected 10 years apart, the study attempts to show the evolution (or regression) of how radio advertising portrays women. The radio in Spain has always been a medium anchored in the real world that has also provided some degree of space to broadcast social movement. #MeToo, as a phenomenon promoting female empowerment, was no exception. Therefore, this longitudinal study aims to demonstrate whether the social movements that led to increased female activism have been reflected in a change of roles and stereotypes projected by radio advertising messages. The work presented here looks at the concept of role from a dual perspective: firstly, it focuses on the role played by female voices in radio advertising items. Secondly, it works on the concept of role by assimilating it into the female image projected in radio advertising items. The results obtained between the two samples are remarkably similar, demonstrating a clear tendency to polarise the female image and confirming that women are still being portrayed in significantly traditional roles. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-03-23 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://doi.org/10.17645/mac.v9i2.3762 oai:ojs.cogitatiopress.com:article/3762 |
url |
https://doi.org/10.17645/mac.v9i2.3762 |
identifier_str_mv |
oai:ojs.cogitatiopress.com:article/3762 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
https://www.cogitatiopress.com/mediaandcommunication/article/view/3762 https://doi.org/10.17645/mac.v9i2.3762 https://www.cogitatiopress.com/mediaandcommunication/article/view/3762/3762 |
dc.rights.driver.fl_str_mv |
http://creativecommons.org/licenses/by/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
http://creativecommons.org/licenses/by/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Cogitatio |
publisher.none.fl_str_mv |
Cogitatio |
dc.source.none.fl_str_mv |
Media and Communication; Vol 9, No 2 (2021): Gender and Media: Recent Trends in Theory, Methodology and Research Subjects; 39-51 2183-2439 reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
repository.mail.fl_str_mv |
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1799130656701153280 |