Resumo

MEDINA AVILA, Virginia  e  MECALCO LOPEZ, Rosa Azucena. Gender Inequality, Stereotypes and the Exclusion of the Female Voice in Radio Advertising in Mexico. Rev. interdiscip. estud. género Col. Méx. [online]. 2021, vol.7, e701.  Epub 17-Maio-2021. ISSN 2395-9185.  https://doi.org/10.24201/reg.v7i1.701.

This article examines the narratives of radio advertising in Mexico from 1991 to 2018 to explore the role of female voices and the structures that perpetuate negative stereotypes, based on a gender approach and an analytical tool of the sound language. This two-tiered strategy incorporated specific categories: general sound elements, and a gender perspective. A sample of 313 spots, showed that, despite progress in gender issues, negative stereotypes associated with women continue to exist. The study also revealed, exclusion of female voices -sounds that are fundamental to society

Palavras-chave : advertising; broadcast; media; gender studies.