Recognition, identification and appropriation of female stereotypes represented in Ecuadorian soap operas: the case of Sharon La Hechicera

Abstract

The Latin American telenovela is a dramatized representation of reality, where the protagonism is for the female characters, and together with their characteristics and constructive narratives, they establish the ideal of women. In 2018, Ecuavisa Network premiered the telenovela Sharon La Hechicera as a tribute to the singer Edith Bermeo, victim of femicide and constituted as an iconic character in ecuadorian culture. The purpose was to identify female stereotypes in this TV series and to analyze the audience's reproduction of character behaviors. The methodological perspective was from the mixed approach and was carried out in three moments; the first, the female characters of the telenovela were characterized; the second, a survey applied in three locations in Ecuador (Quito, Guayaquil and Santo Domingo de los Colorados) and third, an in-depth semi-structured interview with the participants who saw the greatest, if not the entire series. A sample of 300 people, 100 subjects from each site, was used. 9 female characters were identified, such as Sharon and Santanera the most recognized, and 5 stereotypes, highlighting "women must suffer infidelity and mistreatment from their wives to maintain their marriage" (48%), "women who wear short clothes are easier and accessible "(46%), and "technocumbieras need to wear small clothes to get the attention of the public "(44%). Finally, the stereotypes embodied in the characters of a soap opera and their selection allow the establishment of these in the imaginary of the audience.