Abstract

MARANON, Felipe; MUNIZ, Carlos  and  BARRIENTOS, Rodolfo. Gender stereotypes on 2018 electoral campaigns in Mexico. Analysis of female representation in political spots. Revista de Comunicación [online]. 2021, vol.20, n.2, pp.207-221. ISSN 1684-0933.  http://dx.doi.org/10.26441/rc20.2-2021-a11.

Studies on gender stereotypes have focused on both commercial and political advertising, especially in election campaigns where it is suggested that these perceptions arise from the social environment and remain a reflection of culture and history preserving social norms. The present study seeks, through a quantitative content analysis, to identify the gender stereotypes used in the political spots broadcast during the campaigns of various Mexican electoral processes in 2018, its projection and differences according to the gender of the person who appeared as a female candidate or male candidate. The research indicates that the stereotypes most used are the most favorable with respect to women (modern and fighter-transgressor) although those who had a greater exposure in media were those referring to sensual woman and fragile or subdued woman. Positive stereotypes were more prevalent in the advertising of women candidates, while negative stereotypes were more often found in generic spots usually produced by the parties themselves.

Keywords : stereotypes; women; spots; election campaigns; political communication.

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