Resumen

CASTRO¹, Holanda. Changing Feminine Stereotypes in the Media: the Venomous Bitch, the Heroine and the Housewife. Revista Venezolana de Economía y Ciencias Sociales [online]. 2006, vol.12, n.3, pp.211-219. ISSN 20030507.

Abstract In this article, the author explores the female stereotypes used by the media, understanding that these uses suggest that current culture has a paradoxical relationship with itself. In this sense, the cuaima -the most venomous serpent in Latin America- is a common female stereotype in jokes and, in radio programs like "Tiempo de Cuaimas" or the Sunday space "Doña Raima", is both assumed and deconstructed. On the other hand, the reverse image of the cuaima, the efficient, submissive and sweet housewife is converted into the everyday heroine of the advertising spots, reflecting a stereotype that has endured for decades without substantial modifications, despite the women’s movement and the current discussion in the Venezuelan Congress over the social role of the housewife and the need for adequate social security coverage. What is the direct impact of these stereotypes on viewers? What strategies could be applied to counteract the transmission of gender stereotypes? And finally, Is there some way to modify the stereotypes with a view to promoting an effective equality for women?

Palabras clave : Gender Stereotypes; Representation; Sexist Advertising; Media.