期刊名称：Communication & Society (Formerly Comunicación y Sociedad)
电子版ISSN：2386-7876
出版年度：2022
卷号：35
期号：1
页码：177-195
DOI：10.15581/003.35.1.177-195
语种：English
出版社：Universidad de Navarra
摘要：The subject of this research topic is the frameworks and the media representation of the role of women in mass sports events. The case study corresponds to the participation for the first time in the halftime show of the “Super Bowl 2020” of two of the main Latin pop artists: Shakira and Jennifer López. The objective of the study is to characterize the treatment of the event given by the media (both generalist and sports-themed) of the 22 countries that make up Ibero-America together with that on social networks. The assumptions that have guided the research seek to determine whether an objectification of women in the image that is built from the media and on social networks really exists; and whether the frames that occur in both are identical or different. The methodological design includes a content analysis and impact measurement with Big Data technology. The main results and conclusions include the objectification of women in all the generalist media; and 50% in sports-themed media. Similarly, it should be noted that social media reflect the impact of conventional media more than tenfold and most importantly, a change in trend and progress is foreseen in media frameworks with a gender perspective.
