Entry 2: Genders stereotypes in Colombian and Italian culture.
All of us know that gender stereotypes exist since ever and every culture in any country may have those ideals, in this entry on this post we're going to focus on those stereotypes that are related with the genre especially in our country Colombia and the other country we choose which is Italy. Hope you find it interesting :).
Did you know that genders stereotypes in television are common in both countries?
Lets talk about comercials, in these countries we can see a lot of content that incite the spreading of genders stereorypes like women doing home labors and men arriving from their job, or women cooking to sell new kitchen products, or men appearing in comercials that are related to workout and others. We find two studies that treat gender stereotypes in comercials in each country, the first study made by Adrian and Virginia (2009) talk about how comercials in Italy still have this tendance to show to viewers a tipically gender roles, they found that males were more likely to appear as voice-overs than females, while females were more likely to be portrayed visually than males. In the other hand, according to what Andrea and Juan (2013) found in the analysis of colombian comercials, they found that masculine representation are more used in public and social context, meanwhile, women representations are more used private and personal contexts. With those two studies we can deduce that this kind of comercials mantain that wrong, old-fashioned and paternalistic idea that women should be doing private stuff and being at home and men should be perfoming in a public context.
One of those wrong ideals is sexism. Sexism exists in both countries Italy and Colombia, however Italy is evidenced according to a study by Carsí, 2017 a traditional and modern male chauvinism who do not study and older men, while those young people who study are more respectful and seek gender equality.In Colombia, it is evident that, regardless of age, many men tend to present sexist traits, and we see that many adhere to household activities to their wives and daughters and they do not, because they think they are women's activities Only and the tasks with more effort are attributed to men, since they believe that women will not be capable, something that in Italy is not evident in their majority, a data of relief says that the new generations are going down the path of the equality.
References
Furnham, A., & Voli, V. (1989). Gender stereotypes in Italian television advertisements. Journal of Broadcasting & Electronic Media, 33(2), 175–185. doi:10.1080/08838158909364071
Velandia-Morales, A., & Rincón, J. C. (2014). Estereotipos y roles de género utilizados en la publicidad transmitida a través de la televisión. Universitas Psychologica, 13(2), 517-527. doi:10.11144/Javeriana.UPSY13-2.ergu
https://www.google.com/url?sa=t&source=web&rct=j&url=https://dialnet.unirioja.es/descarga/articulo/4122376.pdf&ved=2ahUKEwjJka3s-fHuAhWqwFkKHTEeAToQFjABegQIARAB&usg=AOvVaw0k5k-1SiwSxEw6aeuFSHuS&cshid=1613601216787
You accurately compared and contrasted the different gender stereotypes found in these two countries by also validating them with sources! A thoroughly good read! I look forward to the next post! - Paul
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