Stereotypes are powerful constructs embedded in humans’ minds that are difficult to be changed. Furthermore, in the region of Latin America, machismo and marianismo beliefs dictate the proper...Show moreStereotypes are powerful constructs embedded in humans’ minds that are difficult to be changed. Furthermore, in the region of Latin America, machismo and marianismo beliefs dictate the proper behaviour of men and women and establish norms of conduct. Hence, existing cultural expectations regarding the role of females in the society translate into concrete realities that limit females’ availability for professional development. This Bachelor Thesis studies the influence of gender stereotypes, machismo and marianismo beliefs in Guatemala on the outcome of the 2015 general elections in the country and the defeat of Sandra Torres. To this end, articles from both national and international newspapers are analysed through critical discourse analysis. Since media conveys knowledge and reinforces meaning regarding the position of males and females in the society, it is discovered to be a powerful influencer on the way the Guatemalan population votes. Therefore, this Bachelor Thesis provides an explanation about the relationship between media representation of Sandra Torres and her loss in the 2015 general elections. Additionally, the results of the analysis of the case study in Guatemala illustrate how media strengthens existing cultural norms and expectations regarding the role and the behaviour of females, which in turn impact people’s attitudes towards women in a certain manner; thus, obstruct females to engage with politics and to develop a professional career in the field.Show less
