Symbolic violence and gender inequity in radio advertising in Mexico

Abstract

Despite the advances in gender equality made in Mexico in recent years, on the radio there remains a significant lag in acting against symbolic violence exercised against women; this is reflected, in particular, in the advertising presented on the radio stations of the Metropolitan Area of the Valley of Mexico. This study performs an in-depth analysis of the narratives of radio advertising in Mexico from 1991 to 2018 to assess the role of female voices and the structures that perpetuate gender violence. In addition, it seeks to understand how these structures are created and the consequences of their repetition. The analysis was developed in two stages by means of two different matrices: both general sound and with a gender perspective items. Through a sample of 313 spots, it was evident that symbolic violence pertains in force. Although the incursion of women in the processes of radio or advertising within their spaces in Mexico is analysed, no investigation of its impact on the advancement of equity is performed, hence the reason behind the present investigation.