Articulo_4_EN_Doxa_29

self-esteem). The third stereotype is number 8, (erotic transcendence in acting as a prey). Fourth place are number 3 and 6, (they consider that relevant victories are reserved to men, to be feminine is to be impotent, futile, passive and docile. In fifth place, stereotype 7 appears, (The young woman, as well as taking care of herself, suppresses her spontaneity and replaces it with the charm imposed to her by her elders), only in the virtual woman’s character.

3.- The existence of messages that mark gender inequality has been found. The second hypothesis in which a sexist language generates sexist attitudes and content is approved. Depending on the insults the characters receive, the woman is treated worse than the man. The attention focuses on the lack of reaction of the woman who receives the insult, for example, when she is called a whore, slut or dike, as opposed to a man’s overreaction when he is being insulted with even less strong words.

4.- The relationship between the sexist stereotypes of LQSA with those reported by Simone de Beauvoir in 1949 has been proven. Setting apart the difference of the years it happens in, the sexist stereotypes found continues to be perpetuated in this cultural product, in this case, through humour. This way of presenting reality masks stereotypes harmful to achieving gender equality and influences and magnifies views, judgments and opinions which should be, at the very least, offset in the series itself. It is therefore noticed that these clichés are used and it confirms the third hypothesis in which we wondered what image is given of the different women present in the series.

5. The inequality perceive in the chosen sexual option is striking. While gay men are not criticized for being so, nor for having gone from heterosexual to homosexual, women who change their sexual status are despised for it. There is an imbalance in insults as fundamental downgrading concerning women have to do with their sexual behaviour. It is noticed that there has been an evolution with respect to the study of Ramirez and Cobo (2013) in which they said that in Spanish TV series it was frequent to see “heteronormative traditional conventions that favour and consider heterosexuality desirable” by representing various styles, ages and ways of being embodied by homosexuals .

6.- The continuous presence of these characteristics are negative models for the young public following the series as they can justify this submission to the male as a model of behaviour, so it would be interesting to deepen this connection, with different qualitative systems of research to determine the real influence on behavioural and identity-building models. Something that is supposed to be a done as a priority, if we take into account the proven results throughout history with the Theory of Culture, also in the field of fiction.

7.- This work shows the survival, in the successful series LQSA, of sexist stereotypes which not only downgrade women, but contribute to the construction of the female gender with obvious inequality with the male gender. Perception studies demonstrate the influence of audio- visual products on social and personal build up, reinforced by the multi-transmission generated on social networks. It is urgent to counteract the sexist expressions and behaviours in the scripts in which the subjugation of women to men continues to be normal, a basis that feeds all kinds of violence and inequality women continue to suffer since the French writer Simone de Beauvoir discussed it in her book The Second Sex, in 1949.