Globalization, Gender Politics, and the Media: From the West to Latin America

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From advertising to television and film, feminist media scholars have examined the changing nature of media representations from the 1990s onwards. In a context where post-feminist media texts ambiguously equated female empowerment with choice, the struggle for womens rights was largely seen as something of the past. In these decades, the region of Latin America has been through many changes. Inequality levels have been reduced and a political trend has seen the election of female politicians throughout the continent, corresponding with a revival of gender politics and feminist movements. At the same time, however, countries like Brazil are still home to gender discrimination and inequality, with high levels of domestic violence towards women, low levels of political representation, a culture of machismo, and the enduring predominance of stereotypical gender representations in the media. This book looks at the correlation between gender inequality in society with media representations, situating the case of Brazil and Latin America within the global quest for gender justice. It emphasizes the need to equate material and economic concerns with the examination of the reproduction of values and beliefs on gender through cultural and media outlets. Questions asked include, how can the media better contribute to assist in gender development and nation-building How can online platforms make a difference What can be done within the mainstream media to advance womens rights What is understood by the myth of the Brazilian woman, and how does this connect to other notions of what the Third World woman is Using a triangulation methodology, this book includes a small selection of interviews with experts from international organizations, politicians in Brazil, and bloggers, as well as a sample of media analysis of ads, commercials, posters, campaign material, and feminist blogs to examine the challenges that gender equality faces in this country and the ways in which the media can make a difference.

Author Bio

Carolina Matos is a lecturer in the Department of Sociology, City University London.