Empowerment through Femvertising: Reality or Myth?
This article studied female empowerment and stereotypes through femvertising. Empowerment and stereotypes were characterized by the roles generated by the sexual division of labor, developing a qualitative analysis through the perception of young Mexican women. The challenges of this advertising str...
| Autores: | , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2022 |
| País: | México |
| Institución: | Universidad de Guadalajara |
| Repositorio: | Redalyc-UDG |
| OAI Identifier: | oai:redalyc.org:571871583005 |
| Acceso en línea: | https://www.redalyc.org/articulo.oa?id=571871583005 https://www.redalyc.org/journal/5718/571871583005/ https://www.redalyc.org/journal/5718/571871583005/html/ https://www.redalyc.org/journal/5718/571871583005/571871583005.epub https://www.redalyc.org/journal/5718/571871583005/movil https://doi.org/10.32870/myn.vi46.7669 |
| Access Level: | acceso abierto |
| Palabra clave: | Multidisciplinarias (Ciencias Sociales) women empowerment stereotypes Femvertising communication |
| Sumario: | This article studied female empowerment and stereotypes through femvertising. Empowerment and stereotypes were characterized by the roles generated by the sexual division of labor, developing a qualitative analysis through the perception of young Mexican women. The challenges of this advertising strategy were identified as the role of messages and content. The results suggested the construction of new stereotypes without modifying the patriarchal structure.Jel code: M37 |
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