TY - CHAP
T1 - Portraying of Latin American Women in Falabella’s Instagram
T2 - International Conference on Communication and Applied Technologies, ICOMTA 2022
AU - Mensa, Marta
AU - Vargas-Bianchi, Lizardo
N1 - Publisher Copyright:
© 2023, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.
PY - 2022/11/23
Y1 - 2022/11/23
N2 - 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.
AB - 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.
UR - https://www.mendeley.com/catalogue/d299d612-a6cc-3446-856b-7cd9c3b61f89/
U2 - 10.1007/978-981-19-6347-6_19
DO - 10.1007/978-981-19-6347-6_19
M3 - Capítulo
AN - SCOPUS:85144198392
SN - 9789811963469
T3 - Smart Innovation, Systems and Technologies
SP - 213
EP - 225
BT - Smart Innovation, Systems and Technologies
A2 - López-López, Paulo Carlos
A2 - Torres-Toukoumidis, Ángel
A2 - De-Santis, Andrea
A2 - Avilés, Óscar
A2 - Barredo, Daniel
PB - Springer Science and Business Media Deutschland GmbH
Y2 - 7 September 2022 through 9 September 2022
ER -