Investigaciones Feministas (Feminist Research)

Alegría, Daniela y Vivaldi, Lieta (Editoras). Reflexiones feministas sobre los cuidados. Santiago de Chile, LOM Ediciones, 2024. ISBN 978-956-00-1811-3. 264 páginas

Vicente Santibáñez Aravena — 2024-12-30

Chandomí, Patricia. Revolución armada de palabras. México, Groppe, 2024. ISBN: 9786072949515, 149 páginas

Eduardo Torres Alonso — 2024-12-30

Herrero Schell, Carolina (2024). La heterodesignación en la novela española contemporánea (1975-2015). Madrid, Ediciones Complutense. ISBN: 978-84-669-3828-0. 206 páginas

Alejandro Hernández Pérez — 2024-12-30

Bernárdez Rodal, Asunción, Ecoficciones. Cine para ‘sentipensar’ la crisis climática. Valencia, Tirant lo Blanch, 2023. ISBN: 978-84-1963-2418. 184 páginas

Iara Rossetti Musso — 2024-12-30

Sexual harassment on public transport and its impact on women

Marta Paz Martínez — 2024-12-30

Objective. This study aims to put on the spotlight those subtle yet persistent sexual harassment offences that force women to navigate everyday spaces with discomfort. It is through those “innocuous” behaviours that sexual harassment creates an environment where speaking up feels like an act of rebellion against an ingrained status quo. To do so, this paper explores the relationship between sexual harassment on public transport and women’s daily mobility choices across the cities of Madrid, London, and Paris. Methodology. Self-collected data through online survey method is used to perform a comparative quantitative analysis of the incidence of prior instances of sexual harassment on the frequency of route alteration in public transport due to safety concerns. Descriptive analytics of the phenomenon are provided, while also regressions with control variables and interaction terms are performed, allowing for the extrapolation of the study. Results. Besides demonstrating the prevalence of sexual harassment in socially advanced societies, the study shows how prior instances of sexual harassment increase the likelihood of altering transport route due to safety concerns. (ii) how this relationship is stronger among women than men, and (iii) how the gender difference in this relationship is stronger among younger generations of women. It also analyses route modification choices and their implications for gender equality, while proposing solutions to the problem drawn from the respondents themselves. Conclusion. By systematically measuring route disruption and adopting a standardized and holistic definition of the studied phenomenon, this research offers a novel approach to understanding sexual harassment in public transport, revealing the urgent need for intersectional policies to safeguard women's mobility.

The transgression of gender stereotype in the judgments on the credibility and morality of victims of sexual assault

Isabel Cuadrado — 2024-12-30

Objectives. This research aims to test whether the transgression of gender stereotype, behavioral stereotype and alcohol consumption by a victim of sexual assault by a stranger influences the attribution of guilt, credibility and morality to the victim and guilt to the offender, as well as the beliefs of the participants. Methodology. Two studies were conducted. The first study involved 108 people (73 women) and the second 103 (65 women). In both studies the participants read an experimental vignette and answered a questionnaire that included the variables indicated. Results. Overall, the results revealed that when the victim transgressed the gender stereotype (vs. did not transgress) participants attributed her less credibility and morality and were more supportive of rape myths and sexist beliefs. No effects of stereotypic behavior transgression or alcohol consumption were found on any variable. Discussion. The present research extends the literature on the effects of transgression of gender stereotypes by a sexual assault victim on different factors, highlighting the need and the importance of addressing the morality attributed to the victim, as well as the malleability of sexist beliefs and rape myths.

The most vulnerable of the vulnerable: women prisoners in Spanish prisons

Esther Montero Pérez de Tudela — 2024-12-30

Introduction. One of the most vulnerable groups in contemporary societies is made up of persons deprived of their liberty. However, within the prison population, there are certain groups that are particularly disadvantaged, such as women prisoners. The aim of this research is to explore the profile of women prisoners and, especially, the risk factors that this group presents. Methodology. For this purpose, a quantitative empirical study is presented that analyses 302 questionnaires carried out on the female population in six prisons in the south of Spain between 2018 and 2019. Given that the female prison population in Spain is approximately 4,000 inmates, this is a fairly representative sample, and therefore the results of this research can be extrapolated to all female inmates in Spanish prisons. The instrument used is a questionnaire validated and applied in various prisons in Europe and South America (Ravagnani and Romano, 2013) with 69 questions covering personal, socio-family, and police-penal history. Results and discussion. The results show the significant presence of risk factors, especially the high rate of victimization and family breakdown, which place this group in a particularly vulnerable position, allowing us to outline some proposals to guide prison policy in the treatment of women prisoners.

Public and private in feminist theory: disrupting gender hegemony in architecture and urban planning

Carla Filipe Narciso — 2024-12-30

Introduction. The hegemonic androcentric cultural thought that has prevailed for centuries has marked a social place associated with practices that are spatially constructed from gender and that determine power relations that promote cycles of violence against women, with incidence in geographical contexts of Latin America and particularly of Mexico. This place is organized under the public-private binomial, which establishes patterns that reproduce inequalities within a hierarchical position marked from male domination, in which space is not neutral, but obeys a capitalist patriarchal structure that organizes the location and position of men and women. Objectives. In this sense, the present work aims to make a critical reading of the use and materialization of the concept of public and private space in architecture and urbanism. Methodology. In a feminist key. Results and Discussion. It became clear that patriarchal structures of power and violence are reproduced through design, as well as through the “neutralized” incorporation of the category of gender into the ways of designing and making cities. Conclusions. From this, what we can find out is that gender has perpetuated a discourse that hides women, reproducing the same discriminatory neoliberal constructed forms.

Strategies against gender legislation: the construction of antifeminist discourse in post-truth times

Helena Varela Guinot — 2024-12-30

Introduction. Despite the advances in legislation regarding prevention and protection against gender violence, it is striking how anti-feminist stances have permeated among different sectors of the population, including the youth. Social networks have been a fundamental space for the circulation of certain types of information with which this anti-feminist discourse has been built. Objective. The main objective of the article is to analyze the way in which an anti-feminist discourse has been articulated and disseminated through social networks. Methodology. This is a qualitative analysis of posts made on Facebook by VOX supporters (randomly selected) during the periods from November 20th to December 6th, 2019, and from March 1st to 10th, 2020. For this purpose, the analytical categories of Roozenbeek and Van der Linden were used (imitation of a reliable source, exaltation of emotions, polarization of stances, use of conspiracy theories, and disqualification of the opponent). Results. The data show how an anti-feminist discourse and narrative have been articulated, responding to the logic of post-truth, relegating objective facts to the background, and appealing to emotions through disinformation tactics that seek polarization and disqualification of feminism. Discussion and Conclusions. Disinformation tactics have generated a discourse of feminism as a dystopia, as the enemy that must be destroyed. The effects this may have in terms of public policy could be very serious if this line of argument ends up supporting measures that go against the recognition of women's rights, reversing the progress made in legislation.

Evolution of the LGBTIQ+ Movement in Latinoamérica: Communication and Information. Case Study. Medellin, Colombia

Edgar Ramírez Monsalve — 2024-12-30

Introduction. This article examines the evolution of the LGBTIQ+ movement from 1969 to the present (2024), analyzing the role of media as agents of change and precursors of transformation. It also acknowledges that media have, at times, acted as replicators of stigmatization and demonization of this community. Objectives. To review the early efforts of a movement fighting for liberation, equality, and recognition in several Latin American countries, with a specific focus on Medellín, Colombia; to analyze how the media represent this population; to explore the emergence of the movement in Latin America; and to examine government support through public policies. Methodology. This study relied on sources often overlooked by traditional historiography, such as internal documents from local media outlets, projects developed by organizations following the introduction of state decrees concerning the LGBTIQ+ movement, podcasts, interviews, and bibliographic materials rescued from government archives and works by authors who have focused on this community. Results. From this perspective, the article identifies certain dynamics of media in Medellín that have demonstrated a commitment to inclusion and cultural transformation through communication and organizational efforts. It highlights the effectiveness of local media in visualizing the movement's objectives through their social, community, and alternative work, focusing on outlets such as La Esquina Radio, Doblando La Esquina, La Mesa Diversa, and egoCity, in relation to the evolution of the movement under study.

The role of credibility in refuge. A feminist anthropological perspective

Alessandro Forina — 2024-12-30

Introduction and Objectives: This article aims to critically analyze the correlation between asylum and gender relations, emphasizing the pivotal role of credibility in the narratives of asylum seekers. It narrows its focus to a feminist and gender anthropological perspective. Methodology: To achieve this, an ethnographic methodology was employed in Madrid from 2015 to 2023 through the application of ethnographic techniques, such as in-depth interviews, participant observation, active accompaniment, and analysis of legal and administrative documentation. Results: The research reveals that prejudices and patriarchal structures influence the perceived credibility of women's narratives, which can lead to additional barriers in their access to international protection. The interpretation of their testimonies is significantly affected by gender stereotypes and power dynamics. Conclusions and Originality: It highlights the importance of incorporating gender analysis into the refugee and asylum field, proposing a shift in the way displaced women's experiences are approached and assessed. It makes an original contribution to understanding how patriarchal structures affect refugee adjudication processes, urging a re-evaluation of current policies to ensure fairer and more equal protection.

Analysis of LGBTQ representation in original American fiction series on Netflix (2013 – 2020)

Aida Iglesias Gondar — 2024-12-30

Introduction. Representation of LGBTQ characters in media has become increasingly significant as a critical factor in shaping social perceptions and constructing stereotypes. Within this context, Netflix, as a prominent content producer, positions itself as a highly influential agent. This study aims to examine the portrayal of LGBTQ characters in Netflix series, emphasizing inclusion and the recurrence of harmful narrative tropes. Objectives and methodology. The research evaluates LGBTQ representation, demographic diversity, and narrative patterns across 112 original Netflix series. Through detailed content analysis, the study investigates the frequency of detrimental tropes and identifies trends regarding character roles and demographic characteristics. Results and discussion. The analysis reveals an increase in LGBTQ character inclusion, particularly among gay male characters; however, less than 25% of these characters occupy leading roles. Predominantly white ethnic representation reflects a significant lack of diversity. While instances of violence and death do not conclusively confirm the presence of harmful tropes, their occurrence cannot be dismissed entirely. These findings underscore the need for more diverse and authentic representations in the future. This study highlights the crucial role genuine media representations play in influencing public perceptions, providing a foundation for further research into media diversity.

Gender and Artificial Intelligence: Challenges and Imminent Possibilities

Mar Souto-Romero — 2024-12-30

Introduction. The present work addresses gender-related aspects in the development of Artificial Intelligence (AI). It begins by conceptualising AI and situating its context and historical development, as a preliminary step to describing the current and future gender issues related to AI. Objective. To define the main areas of study in gender and AI, including the unequal participation of women in the sector, as well as data and algorithmic biases that may lead to gender biases in outcomes. Methodology. This study has employed qualitative content analysis, given that the topic is emerging and there are no established theoretical or paradigmatic frameworks on which to base other types of research. Results. The study outlines key areas to consider for achieving responsible and ethical AI development, incorporating gender aspects into the future development of this technology. Findings. The study describes the main existing problems and highlights future challenges to address gender biases in AI. These challenges include explainability, the responsible and ethical development of AI systems, and accountability. Additionally, other challenges are presented, such as enhancing the education of women in STEM fields and their incorporation into the AI industry to avoid gender biases in algorithm development teams.

Gender violence and residential exclusion: oversights and gaps in the comprehensive care of victims

Paloma Martín Martín — 2024-12-30

Introduction and objectives. Despite the large deployment of resources in the attention to gender violence, there are women who do not access or remain in specialized resources, often receiving violence in the institutional response. This article is based on the study carried out between 2022 and 2023, which explores how male violence and residential exclusion overlap from a gender and intersectional approach in the context of the Balearic Islands. Methods. Based on 41 interviews with professionals working in the field of residential exclusion and/or violence against women, and 19 interviews with women in a situation of residential exclusion, the reality and experiences are analyzed through their own narratives, which allows a deeper and more authentic understanding of the complexities surrounding female residential exclusion and how to address it from the intervention. Results. It is identified that the greater the normalization of people, the higher the quality of the resource that serves them and, therefore, the greater the probability of recovery and social integration, in violation of the obligations regarding protection and care for all women victims of gender-based violence and gender-based violence, as set out in regional, state and international legislation. Contributions. Therefore, institutional responses designed from an intersectional perspective are necessary in order to avoid making the reality of these women invisible and to be able to attend to them regardless of the axes of oppression that affect them.

Informed and Misinformed Women; Connected and Isolated Women. Traceability, Post-Truth, Disinformation, and Fake News

Ignacio Moreno Segarra — 2024-12-30

Desde las elecciones norteamericanas de 2016, que dieron la presidencia a Donald Trump, se ha producido una creciente preocupación por la presencia de noticias y discursos falsos en nuestra esfera pública, que ha recibido el nombre de posverdad, un fenómeno relacionado básicamente con el auge del populismo y el capitalismo informativo digital. Este ambiente de desprestigio de la factualidad tiene un importante componente de género, especialmente porque los principales debates en torno a las fake news versan sobre los límites de la epistemología en la época contemporánea, especialmente, quién puede construir conocimiento y qué podemos entender por un conocimiento sólido. Este hecho ha situado a los discursos feministas en una encrucijada que es esencial abordar para señalar ciertas estrategias contemporáneas de descrédito y reacción. Según Budgeon (Budgeon, 2021), las dinámicas de la posverdad se entrecruzan con las cuestiones de género a través de dos recursos retóricos principales. El primero sostiene que las democracias privilegian a las mujeres en detrimento de los hombres, quienes serían supuestamente discriminados por las medidas gubernamentales. El segundo plantea que el feminismo “promueve una narrativa de género construida socialmente” que subvierte el orden natural y que estaría fomentado por las élites (p. 255). Sobre este tipo de discursos emocionales, sentidos más que comprobados, se asienta una parte importante de la violencia machista online, de la conocida como manosfera (Franco & Bernárdez, 2023).

Mass-media, television programs, platforms that propagate inequality between men and women

Teresa Aguilar-Martínez — 2024-12-30

Introduction/purpose/objectives. In the attempt to discover what areas need to be worked on in order to eradicate gender violence, television is a means of communication and a socialising mechanism which, due to its considerable influence, becomes an essential field of analysis. The main objective of this article is to reveal whether situations that may perpetuate inequality between men and women are presented in the media. Methodology. For this purpose, qualitative research was carried out using the technique of content analysis. The content analysis of the broadcasts recorded during seven consecutive days in prime time, from 10 p.m. to midnight. The recording and interpretation of the audiovisual material was compiled in a field diary. Subsequently, a data emptying sheet was drawn up for interpretation. Results. It has been possible to verify that the images that are broadcast are not in line with what is regulated by legislation, and that they perpetuate gender inequality, with the media, and more specifically television, being a sphere of segregation and inequality. Discussion/contribution/originality of the contribution. The evidence provided is presented in an unpublished and original way, insofar as the study carried out comes from primary sources, whose results and information have not been interpreted before, thus offering an analysis of the micromachismos that are transmitted by media as close as television. In the face of this evidence, there is much to reflect on, to say and to propose in order to contribute to changing this reality.

Women in the news: analysis of the news programs of TVE, Antena 3, Telecinco, La Sexta, and Cuatro

Rubén Fernández-Costa — 2024-12-30

The ‘Observatory of Information Quality on Television’ (OCITV) aims to study/analyze television news programs. OCITV has analyzed more than 10,000 pieces of more than 200 television news programs from the five major Spanish networks uninterruptedly since 2014 (TVE1, Antena 3, Cuatro, Telecinco and La Sexta). Objectives: It is proposed here to study the presence of women in the aforementioned news programs as well as their referential frameworks and, consequently, to generate a reflection on the importance of television information in a democratic, plural, tolerant and inclusive society and to address and describe the way in which television news constructs reality. Methodology: Quantitative content analysis is preferably used on a sample of 125 news programs (5,274 pieces), broadcast between 2018 and 2023, complemented with qualitative analysis.. Results: It is evident that although the Spanish population is mostly female, their representation in the news is still significantly lower than that of men, both in terms of voices and leaders, and usually incorporates representation biases in the news frames, very frequently linking news about women with issues such as violence, political controversies or personal problems in the professional field. Discussion: The mission of promoting gender equality continues to be the task of the entire society, but especially of those public agents or operators who occupy relevant places in the social structure, as is the case of the media and, more specifically, television.

Representation of Yolanda Díaz’s Female Political Leadership in abc.es and elpais.com: Few Gender Stereotypes, but Implicit Biases and Prejudices Persist

María Teresa Barrero Isidoro — 2024-12-30

Introduction: Feminism is a political theory and practice articulated by women who after analyzing the reality in which they live become aware of the discriminations they suffer for the sole reason of being women and decide to organize to put an end to them, to change society (Wollstonecraft, 2013, 14). Since 1984, research has been carried out on female political leadership, the results of which are hardly surprising: low representation of women compared to men, images and texts that reinforce the traditional and stereotyped role of women and the absence of alternative models, but existing in Spanish society" (Viladot i Presas, 2008). Objectives: This research aims to find out whether the media have evolved in their dissemination of female leadership and whether ideology influences the way they reflect it. Based on a monitoring of the representation of the role of Yolanda Díaz, vice-president of the Government and presidential candidate for Sumar, in two Spanish digital media of different positions (abc.es and elpaís.com), we will analyze if there is gender inequality in the information in which she appears as a protagonist, if there is abuse of misunderstandings and prejudices and if stereotypes are reinforced or not. Methodology: An analysis of the discourse in the information that appeared during four months was carried out using a table of our own elaboration with variables based on the study of Gárces Ortíz et al., 2019, 48. : The research shows that the gender inequality gap in the political sphere shown by the media is being solved, that women appear with the role of protagonist when they have it, regardless of the ideology of the media, although the stereotypes found differ between the two newspapers. In abc.es they focus on highlighting transgressive behavior or social relations and in elpais.com they concentrate on intellectual capacity.

Consent and Rage in Digital Media Discourses on the Rubiales Scandal

Diana Fernández-Romero — 2024-12-30

Introduction. The non-consensual kiss from Luis Rubiales, former president of the RFEF, to Spanish National Team player Jennifer Hermoso during the medal ceremony following the World Cup final held on August 20, 2023, spurred a media debate in Spain concerning the limits of consent as promoted by the so-called Only Yes Means Yes Law. Objectives. The main objective of this article is to analyze the media accounts of the Rubiales scandal from a critical discursive approach. We have explored the ways in which the intelligibility of consent in this context has been mediatized and whether or not this process has recognized the transformative nature of women’s rage. Methodology. We have employed Critical Discourse Analysis to analyze the processes of politicization of feminist rage as well as the resulting illegibility of this rage when characterized as excessive or non-productive. A sample of opinion pieces published between August 20 and September 10, 2023 in four digital newspapers has been analyzed: El Mundo, ABC, Eldiario.es and El País. Results. The analysis of the opinion pieces selected in the four media outlets studied reveals that there is a consensus about the inappropriate nature of Rubiales' kiss to Hermoso. The consideration and approach of the progressive and conservative media differs, however, in the identification of Rubiales' kiss as aggression, as well as in the recognition of the concept of consent and the portrayal of feminist rage as transformative or, alternatively, as excessive and politically instrumentalized.

Women and journalism in India. Analysis of the leadership roles of the vulnerable female audience in the documentary Writing with Fire

Oliver Carrero Márquez — 2024-12-30

: Introduction. Within the socio-cultural structure of the Indian caste system, Dalit women have historically been silenced and marginalized. However, a small group of them has created a media outlet determined to challenge these hegemonic narratives, using journalism as a tool for social transformation. This production not only seeks to make their experiences visible but also actively promotes empowerment and female leadership through professional work and narrative autonomy. The analyzed film demonstrates how social cinema and journalism can serve as mechanisms for reshaping the traditional roles of women in contexts of structural oppression. Objective. This study aimed to analyze how the attributes of female leadership are constructed and represented in a film centered on Dalit women journalists, exploring the potential of social cinema as a medium to transform traditional perceptions of women’s roles in society. Methodology. A thorough review of the literature on leadership and gender studies was conducted, complemented by a theoretical framework based on classical approaches to film analysis by authors such as Casetti and Di Chio. Additionally, a Critical Discourse Analysis (CDA), following Teun A. van Dijk’s original framework, was applied to examine the narrative, symbolic, and discursive structure of the film. The analysis focused on three main axes: a) Representation of female leadership, b) Construction of empowerment through caste and gender, and c) The articulation of cinema as a means of social transformation. Results. The study revealed that the women protagonists reconfigure traditional leadership styles by incorporating dimensions such as collaboration, resistance from marginality, and community engagement. The audiovisual discourse highlights a rupture with gender and caste stereotypes, portraying a narrative in which women are not merely victims of the system but agents of change. Moreover, journalism is shown not only as a means of denunciation but also as an emancipatory practice and a space for identity affirmation. The film's narrative illustrates the exercise of transformative leadership grounded in collective action, sisterhood, and the redefinition of the political system through everyday practices. Conclusions. This research underscores the relevance of social cinema as a space for critical reflection and a pedagogical tool for rethinking gender roles and leadership. Journalism, as practiced by Dalit women, does more than inform—it directly contributes to the construction of new female subjectivities. Thus, it is essential to continue exploring the power of audiovisual and media narratives in promoting female empowerment, especially within contexts of profound structural inequality such as the caste system.

Gender study of spanish television infotainment comedy reception

Inmaculada Concepción Aguilera García — 2024-12-30

Introduction and Objectives. Infohumor is the branch of infotainment that combines current affairs with comedy. This part of entertainment generates complicity with the public thanks to satirical news criticism. Data from Kantar Media reveal a higher percentage of male followers of these programs than women. Television share no taking into account other consumption, which makes it difficult to establish a profile, as well as the reasons for viewing infotainment comedy shows. A reception study was proposed that would take into account the generational and gender differences of infohumor audiences. In Spain, the consumption of these programs has changed since Caiga quien caiga and that women have been gaining prominence as hosts and collaborators. Methodology. In order to evaluate the appreciation of these formats by Spanish audiences and determine if their differences by sex condition the reception of their contents, five discussion groups were held with potential viewers of infohumor programs, such as El intermedio and Todo es mentira, with a group only of women and another group of men. Results. The women consulted declared that they are more followers of infohumor formats than men, because they enjoy and appreciate them more. For their part, men react more critically and censorious than women with these formats, as well as being more intransigent with respect to the television preferences of their partners or cohabitants. Conclusions. Despite agreeing on certain issues regarding the content of infohumor, men and women differed more than agreed when it came to reflecting on the form of these spaces.

The representation of childbirth in serial fiction: absence and mediation

Raquel Crisóstomo — 2024-12-30

Introduction and Objectives. This paper analyses how television series from the so-called third golden age have represented childbirth, identifying their main features. It also specifically examines the contemporary series Dead Ringers (Amazon Prime, 2023) as a case study. Methodology. A quantitative and qualitative content analysis was employed to describe, in an objective and systematic manner, the representational discourse in the series studied. Aspects such as the depiction of childbirth and caesarean section, the associated discourse, and the preceding processes were coded. The corpus covers US and Anglo-Saxon television fiction from 2001 to 2023, with over two hundred series analysed. Qualitative coding enabled the identification of representational patterns with high inter-coder reliability. Results. Series rarely show childbirth in its entirety. The image of the mother as a passive subject predominates, birth is mostly presented as medicalised, and caesarean sections almost never appear on screen. These features are foregrounded and made explicit in Dead Ringers, which addresses them through its narrative and offers a graphic and realistic vision of childbirth, focusing on female autonomy and ethical dilemmas. Conclusions and Discussion. This research is necessary because childbirth has been underrepresented in audiovisual fiction, and there are few academic studies on this subject. Dead Ringers, as a case study, confirms the identified representational tropes and provides a critical perspective on medicalisation, female bodily autonomy, obstetric violence, and the commodification of the body, challenging stereotypes and highlighting new ways of portraying motherhood on screen.

Analysis of stereotypes in prostitution in television series. The case of Sky Rojo

Lúa Rodríguez Alegre — 2024-12-30

Introduction. At present, a great debate has been generated around prostitution. There are those who defend their legitimacy and their regularization because they believe that they are women who freely exploit their sexuality. Others are in favor of abolishing it to eradicate this activity, since they consider that they are vulnerable women forced to practice this profession. Objective. This article tries to verify if the series Sky Rojo, from Netflix Spain, makes a faithful portrait of what is lived in the world of prostitution. Methodology. A detailed analysis of the contents, dialogues and settings of the first two seasons of the series Sky Rojo, from Netflix Spain, has been carried out. The selected bibliographic texts have helped to know the stereotypes that surround the issue of prostitution and what messages they convey to the public. Results. It has been possible to verify that the series does show prostitution in a similar way to what these workers experience on a daily basis and there has been a clear evolution between the two seasons, although the stereotypes were present at all times.

Panorama of Female Representation in Spanish Advertising After 20 Years of LOVG (2004) and Facebook

Zeynep Arda — 2024-12-30

Introduction: In 2004, two key events shaped social and legislative developments: Facebook's launch on February 4, marking a paradigm shift in online and advertising communication. The enactment of Spain's Organic Law 1/2004 on December 28, Europe's first comprehensive legislation addressing gender violence and sexist advertising, and explicitly defining it as an offence for the first time. It set a critical precedent in combating sexist advertising. In the meantime, Facebook, with its bidirectional communication, revolutionized sociological dynamics, giving everyone a voice and transforming advertising practices. In this study, we attempted to intersect the roles played by the LOVG of 2004 with its appearance and social impact, and to see if its principles also extended to Facebook due to their temporal coincidence. Methodology: To achieve this, following a retrospective review of female representation in advertisements, a critical discourse analysis with a feminist perspective was employed on selected examples of sexist advertising in the Spanish landscape between 2004-2024. Findings and analysis: This study examines how the 2004 Organic Law on Gender Violence (LOVG) and the rise of Facebook, and other social media platforms have influenced the representation of women in advertising. LOVG explicitly prohibited illicit advertising and marked progress toward challenging three stereotypical portrayals of women: as youthful and perfect according to societal beauty standards, as homemakers confined to domestic roles, and as sexual objects. While the law fostered a positive shift toward more inclusive gender representation, social media introduced mixed effects. Platforms like Facebook amplified public voices and enabled swift backlash against controversial campaigns, leading to their rapid removal. However, these platforms also accelerated the spread of sexist content, as discriminatory taunts often gained attention and triggered reactions. Contribution/ originality of the contribution. The study highlights the dual impact of legal frameworks and social media, providing a critical perspective on designing ads that balance legal boundaries and the new possibilities offered by online platforms.

Awareness campaigns against domestic violence in Social Media and public policies as a result of the COVID-19 pandemic in Ibero-America

Anna Amorós-Pons — 2024-12-30

Introduction. In Ibero-America, during the year of the COVID-19 pandemic, there was a notable increase in cases of male violence in the domestic sphere, coinciding with the periods of home confinement decreed by governments. Purpose. The text deals with the study of social awareness campaigns disseminated on social networks and the activation of public policies promoted by governments as a result of social demands and the warnings of international bodies. Methodology. A descriptive-qualitative analysis is applied to identify the codification strategies of the advertising message, the integration of new digital languages in its construction, and its application in social media. Results and discussion. The study shows that the creative strategy of the advertising campaigns implemented new symbolic codes and defined slogans of a pedagogical-educational nature with relevant information for the victims and their environment. The data on violence in confinement and the campaigns include this problem in the communication media agenda, seeking to mobilise society to intervene in response to these aggressions, mainly in the domestic setting. Information and communication technologies have become a tool and a space for victim support. Gender-based violence is clearly an important matter for governments, institutions, and feminist groups, from which they try to promote social entrepreneurship initiatives to help victims of gender-based violence.