Survival in the TV series “La que se avecina” of the stereotypes against women denounced by Simone de Beauvoir

Pervivencia en la serie de televisión “La que se avecina” de los estereotipos contra las mujeres denunciados por Simone de Beauvoir

doxa.comunicación | 29, pp. 75-95 | 75

July-December of 2019

ISSN: 1696-019X / e-ISSN: 2386-3978

How to cite this article:

Bandrés Goldáraz, E. (2019). Survival in the TV series “La que se avecina” of the stereotypes against women denounced by Simone de Beauvoir. Doxa Comunicación, 29, pp. 75-95.

https://doi.org/10.31921/doxacom.n29a4

Elena Bandrés Goldáraz. She has a Degree in Information Sciences (Journalism) from the University of Navarra (1990). PhD in Information Sciences with Outstanding Cum Laude by this University in 2008, and a Master’s Degree in Gender Relations by the University of Zaragoza (2018). Since September 2009 She is an associate professor at the University of Zaragoza in the Degree of Journalism and Audio-visual Communication. Co-author of several books on journalism and communication, as well as different scientific articles. She is also a member of the Digital Information and Communication Research Group (GICID). She has worked as a journalist in different media and press offices of several institutions. Her research experience focuses on various fields of audio-visual communication. One of them is the influence of technology in improving the quality of information in the media. Another line of her research focuses on gender violence, hate speech, sexist stereotypes in the construction of personal identity as well as the influence of image in political communication.

University of Zaragoza, Spain

bandres@unizar.es

ORCID: 0000-0003-0898-2232

Abstract:

La que se avecina (LQSA) is one the longest running show of Spanish television since it premiered on April 22, 2007 on the Telecinco network. A show that has had a high audience rate throughout all seasons. This audience includes kids and youngsters mainly, despite the homophobic, racist and, fundamentally, sexist jokes and comments, which still see women as a sexed object. We wanted to compare the nature of these sexist comments about women and their relationship with the description made by the philosopher Simone de Beauvoir in 1949, in The Second Sex. A work that laid the foundations of feminist thought, detailing the stereotypes used to denigrate women. We want to find out if these stereotypes are still present in successful audio-visual products.

Keywords:

La que se avecina, stereotypes, sexist, feminism, Simone de Beauvoir.

Resumen:

La que se avecina (LQSA) es una de las series más longevas de la televisión española desde que se estrenó el 22 de abril de 2007 en la cadena Telecinco. Una serie que ha contado con un elevado ín-dice de audiencia en todas sus temporadas, fundamentalmente de público adolescente y juvenil, a pesar de los chistes y comentarios homófobos, racistas y, fundamentalmente, machistas, en los que se sigue viendo a la mujer como un objeto sexuado. Hemos querido co-tejar la naturaleza de estos comentarios machistas sobre la mujer y su relación con la descripción que hizo al respecto la filósofa Simone de Beauvoir en 1949, en El segundo sexo, la obra que sentó las bases del pensamiento feminista en la que se detallan los estereotipos con los que se denigra a la mujer. Se quiere averiguar si estos estereotipos siguen vigentes en los productos audiovisuales de éxito.

Palabras clave:

La que se avecina, estereotipos, sexistas, feminismo, Simone de Beauvoir.

Received: 23/10/2019 - Accepted: 29/10/2019

Recibido: 23/10/2019 - Aceptado: 29/10/2019