Feminist stereotypes and women’s roles in Spanish radio ads

Anna Fajula*, Mariluz Barbeito, Estrella Barrio, Ana Maria Enrique, Juan José Perona

*Corresponding author for this work

Research output: Contribution to journalArticleResearchpeer-review

4 Citations (Scopus)


This article takes a quantitative approach to Spanish radio advertising and the stereotypes and female roles that it broadcasts in a medium that has traditionally had high female audience rates in our country. From content analysis of 679 radio ads extracted from the 3 main general Spanish radio stations and collected 10 years apart, the study attempts to show the evolution (or regression) of how radio advertising portrays women. The radio in Spain has always been a medium anchored in the real world that has also provided some degree of space to broadcast social movement. #MeToo, as a phenomenon promoting female empowerment, was no exception. Therefore, this longitudinal study aims to demonstrate whether the social movements that led to increased female activism have been reflected in a change of roles and stereotypes projected by radio advertising messages. The work presented here looks at the concept of role from a dual perspective: firstly, it focuses on the role played by female voices in radio advertising items. Secondly, it works on the concept of role by assimilating it into the female image projected in radio advertising items. The results obtained between the two samples are remarkably similar, demonstrating a clear tendency to polarise the female image and confirming that women are still being portrayed in significantly traditional roles.

Original languageEnglish
Pages (from-to)39-51
Number of pages13
JournalMedia and Communication
Issue number2
Publication statusPublished - 23 Mar 2021


  • #MeToo movement
  • Advertising
  • Feminism
  • Gender studies
  • Radio
  • Roles
  • Spain
  • Stereotypes
  • Women


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