Abstract

GARCIA, Ana Isabel Blanco  and  LEOZ, Daniele. The persistence of traditional gender stereotypes in young girls journals: changing resistances and proposals. Ex aequo [online]. 2010, n.22, pp.147-169. ISSN 0874-5560.

The mass media are of great role in the maintaining, production, reproduction and change of the gender stereotyped images and adequate their editorial guidelines taking into account market criteria. Knowing that female youth magazines affect a quantitatively important collective, we carried an investigation out with the aim of highlighting the contradictions that appear between the idea of equality from a feminist perspective and what the magazines transmit from their covers. We have analysed 7 female youth magazines over six months, totalling a corpus of 83 publications. It was combined the quantitative and qualitative-type investigation built around graphic communication techniques and content analysis, with gender focus. The results confirm that traditional stereotypes under the mask of gender opacity are maintained.

Keywords : Gender stereotypes; female youth magazines; equality.

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