Violencia simbólica hacia las mujeres: Un estudio de los comerciales de cerveza tecate en MÉxico

Gender violence, despite the efforts of national and international organizations, continues to be a daily problem in Mexico; This is not only presented in visible ways, but there are also symbolic manifestations, interwoven in the discourse and in the ideas, which go unnoticed. The main objective is to identify the social representations of women in the commercials of Tecate beer in order to appreciate symbolic violence from an interdisciplinary approach and based on a qualitative methodology. In these materials, women are represented from two conceptions: from the dichotomous idea of gender or as a secondary object on which the discourse does not fall explicitly, but rather establishes an analogy that shows ideas, images and stereotypes around them. The classic representations of women prevail, where they are associated with traditionally assigned roles. Inadequate representations are manifested, such as the ones that reinforce epistemic domination, establishing as elements of feminine legitimation the values imposed by patriarchal structures. Equally, imaginary appear to reproduce the controlling images of gender as the mother-wife, always excluded from the public sphere.