Abstract

PEREZ ALVAREZ, Thelma Elena. An approach to phenotypocracy in Mexican television advertising. Contratexto [online]. 2023, n.40, pp.189-216.  Epub Nov 30, 2023. ISSN 1025-9945.  http://dx.doi.org/10.26439/contratexto2023.n40.6377.

This article presents an approach to phenotypocracy, a concept in development that is part of the results of research in visual and gender anthropology. The aim was to analyze expressions of symbolic violence in the media against women through advertising broadcast on Mexican open television. Understanding phenotypocracy involved a descriptive and interpretative content analysis, developed from the intersectionality perspective and post-feminist sensibility, on a subsample of 103 commercial and institutional television advertising units. Phenotypocracy reflects the intersection between automatic racism and sexism, the sexual contract of neoliberalism, and the double entanglement of contemporary values about feminism that it promotes. An example is colorist racism or phenotypic discrimination through the category "international Latino". It warns about the intentional reproduction and distortion of neoliberal patriarchal hegemony that the audiovisual advertising industry presents as promoting apparent progress for women in the examined television advertising units.

Keywords : neoliberalism; sexism; racismo; media violence; feminism.

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