La relación entre las representaciones y estereotipos de género y el nivel de sexismo presentado en la publicidad televisiva de la ciudad de Quito

Abstract

The present investigation intends to relate representations and gender stereotypes and the level of sexism in television advertising in the city of Quito. For this, a questionnaire was applied based on the Sexism Scale for Advertising of Pingree, Parker, Butler and Paisley (Velandia-Morales & Rincón, 2014). The questionnaire was applied in a sample of 63 commercials compiled from television channels with more years of experience in the country: Tc television, Ecuavisa and Teleamazonas.

For the verification of the relationship between representations and gender roles, a correlational analysis was carried out, where it was established that men and women have different ways of being treated in commercials, the woman appears mostly in intimate and private areas associating her mainly to dependency roles as a mother and housewife, while the man is presented as a parent resource provider and protector. The levels of sexism that were evident reflect that 32% of commercials present a high level of sexism and 38% present a moderate level of sexism.