Portraying of Latin American Women in Falabella’s Instagram: Stereotypes and Sexual Objectification Theory

Abstract

This study examines the portrayals of women by the department store brand Falabella on Instagram. Falabella is one of the largest retailers in Latin America with shops in several countries. The study compared how women are portrayed in four countries based on sexual objectification theory (physical presentation, body display, sexually suggestive poses, and feminine touch) and stereotypes of women (women in traditional and non-traditional roles). Using a content analysis method, this study examines 400 Instagram posts. The results show a preponderance in the use of teenage white models. In terms of sexual objectification theory, the physical presentation of skinny bodies is the most used, along with the display of fully clothed bodies. No predominance of sexually suggestive poses and feminine touches is evident. The predominant traditional stereotype was decorative object and the non-traditional was performing activities.