Sexist stereotypes and biases associated with the female nursing model in advertising communication

Texto & Contexto - Enfermagem

Manuel-Ángel Calvo-calvo¹ 

关键词: Advertising as topic;    Female;    Nurse's role;    Stereotyping;    Prejudice;    Publicidade como assunto;    Feminino;    Papel do profissional de enfermagem;    Estereotipagem;    Preconceito;    Publicidad como asunto;    Femenino;    Rol de la enfermera;    Estereotipo;    Prejuicio;   

DOI  :  10.1590/0104-07072014004120012

来源: SciELO

【 摘 要 】

In the media, gender stereotypes and biases appear that transmit a sexist representation of women. The aim of this study was to know the sexist stereotypes and biases that are projected on female nurses in advertising campaigns and to identify the characteristics of the female nurse model shown in advertising. A qualitative study was performed on four campaigns featuring female nurses in white dresses and caps, using descriptive and inferential content analysis. Conclusions show that female nurses appearing in advertising transmit both sexist stereotypes (female profession, gentleness, lack of control, strong affectivity, frivolousness, passivity, submissiveness, commitment to basic care, merely sexual and aesthetic value) and sexist biases (androcentrism and double standards). In particular, advertising propagates the model of the seductive nurse, depicted as a young, attractive, sensual and defiant woman that is used merely as a decorative presence.

【 授权许可】

CC BY   
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