Feminist Stereotypes and Women’s Roles in Spanish Radio Ads

[摘要] 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 radioads extracted from the 3 main general Spanish radio stations and collected 10 years apart, the study attempts to show theevolution (or regression) of how radio advertising portrays women. The radio in Spain has always been a medium anchoredin the real world that has also provided some degree of space to broadcast social movement. #MeToo, as a phenomenonpromoting female empowerment, was no exception. Therefore, this longitudinal study aims to demonstrate whether thesocial 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 byassimilating it into the female image projected in radio advertising items. The results obtained between the two samplesare remarkably similar, demonstrating a clear tendency to polarise the female image and confirming that women are stillbeing portrayed in significantly traditional roles.

[学科分类] 医学（综合）

[关键词] #MeToo movement;advertising;feminism;gender studies;radio;roles;Spain;stereotypes;women