Feminist Stereotypes and Women’s Roles in Spanish Radio Ads

Abstract: 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 femal

Angaben zum Objekt

• Standort: Deutsche Nationalbibliothek Frankfurt am Main
• Umfang: Online-Ressource
• Sprache: Englisch
• Anmerkungen: Veröffentlichungsversion ; begutachtet (peer reviewed) ; In: Media and Communication ; 9 (2021) 2 ; 39-51

Beteiligte, Orts- und Zeitangaben

• Ereignis: Veröffentlichung
• (wo): Mannheim
• (wer): SSOAR, GESIS – Leibniz-Institut für Sozialwissenschaften e.V.
• (wann): 2021
• Urheber: Fajula, Anna ; Barbeito, Mariluz ; Barrio, Estrella ; Enrique, Ana Maria ; Perona, Juan José

Weitere Informationen

• DOI: 10.17645/mac.v9i2.3762
• URN: urn:nbn:de:101:1-2022101516574461948415
• Rechteinformation: Open Access; Der Zugriff auf das Objekt ist unbeschränkt möglich.
• Letzte Aktualisierung: 25.03.2025, 13:47 MEZ