Introduction

Abstract

The different approaches on gender communication assembled in this monograph assume that gender identities constructed by the media set standards that are socially shared, and which greatly inspire and impact the receivers of the messages. The strengthening or debilitating influence on gender identities in relation to gender mandates is unquestionable. The dialogue and social recognition of new identity proposals are encouraged through media characters, new agenda issues or “possible worlds” constructed by fictional creations and advertising. The essays contained in this volume sustain a common thesis: the persistence of an androcentric perspective on the contents and representations of the media, which are adapted to new cultural expressions that are characterized by their political correctness. Nevertheless, an in-detail analysis of different formats of media discourses allows us to realize the permanence of a dichotomous view of gender roles, one of the pillars of the patriarchal society, as well as the assumption of a masculine preeminence against some feminine lifestyles.