Abstract:

This study explore a Peruvian competition-based reality shows “Esto es Guerra” for the period 2016-2017. This nonfiction program broadcast every weekday evening, being the highest-rated broadcast TV show within the entertainment genres. We present the results from a descriptive research about gender stereotypes that are promoted from its TV personalities and its narrative-format conditions.

This research is positioned in the interpretive paradigm because it describes, through a qualitative research design, the gender stereotypes that are normalized in the Peruvian media, starting with the case of the program "Esto es guerra".
The techniques used to collect information have been observation and analysis of the shows. The researchers carried out a mapping of the events led by the participants with the greatest impact between 2016 and 2017, which includes seasons 11 to 17. Google was searched in order to detect the most outstanding events in the development of the characters' stories. The selection criteria were: the leading role of a woman and high media exposure. The stories of characters in the programme were analysed in order to recognise the stereotypes in the actions of the characters.

The sample is non-probability and intentional. This leads to the selection of information-rich cases to study a phenomenon in depth. It is composed of the videos of the program that were viewed through a paid subscription on the digital platform América TvGo. The inclusion of videos was done by saturation.

We conclude that this type of audiovisual content continues to purvey a relatively devalued view of women where cultural violence is legitimized and thus rendered acceptable in society. Media images, especially those provided by reality shows, are only one of the many influences on how the audience perceive different groups and the stereotypes people hold about them. Therefore, examining the media’s role in shaping attitudes, beliefs, and stereotypes continues to be a valuable endeavor. As reality TV characters continue to achieve increased visibility on major network television programming, researchers should incorporate qualitative data from the participants' perspectives to understand the quality of these characterizations, and not settle for vaguely labeling a characterization as “stereotypical” or “negative”.

The study proposes the visibility of these stereotypes in the teaching staff of audiovisual communication is an indispensable way to revise audiovisual products and create awareness in the community. Universities should support the implementation of plans and programs of action to ensure quality education and the elimination of gender discrimination and gender stereotypes in educational curricula and materials, as well as in the process of education. Therefore, this study contributes to the existing literature in gender stereotypes on audiovisual formats and teaching practice in television studies.

Keywords:

Gender stereotypes, narrative, reality show, entertainment genre, academic curricula.