Marianismo and Machismo: The Portrayal of Females in Mexican TV Commercials

ABSTRACT Mexican television commercials were content analyzed applying marianismo and machismo, two gender themes frequently used in studies of Latin American cultures. Results showed largely traditional gender roles for men and women, with an additional distinction between socially dependent and independent women. Dependent women tended to display characteristics perceived as positive in marianismo (helpful, rewarded by their family) whereas independent women were more sexualized. Results are explored in terms of marianismo and machismo.