Abstract
Sexism, understood as negative attitudes toward women, can be manifested in a hostile or benevolent way. From this, a qualitative research of the exploratory type of documentary character was carried out, that had as objective to identify and to analyze sexist contents on Facebook pages targeted at the male audience. A content analysis was done from the Ambivalent Sexism Theory of the selected posts. The results indicated that hostile sexism is still heavily shared, evidenced by posts that attempt to control behavior, demean capacity, and objectify the woman’s body. Expressions of benevolent sexism have also been identified, with the specificity that they are easily propagated forms due to the seemingly positive character, veiled by a discourse of care, protection and humor. Such results show that sexism remains and remains difficult to combat, since it is not easily perceived by society.
Keywords
Facebook; Woman; Gender stereotype; Sexism; Violence