Women and finance in online print media: analysis from a feminist perspective

Abstract

From a feminist approach applied to communication, this paper explores the social representations on the relationship between women and finance in the online press in Chile. For this purpose, we conducted a qualitative content analysis on a corpus of 59 press releases published in online newspapers currently in force in Chile. The results present two assumptions that circulate in the public discussion and that seek to explain women's financial behavior, namely: the weight of the family in women's economic decisions and their financial risk-averse behavior. These assumptions are discussed based on the contributions of a feminist approach applied to communication in order to explore how these representations of women in the financial market remain anchored to traditional gender roles, without reflecting the complexity of women's financial reality, its socioeconomic determinants and the links between finance and the new modes of exploitation of women's bodies.