Academic and executive women in the university press. Analysis of the Gaceta de la Universidad de Guadalajara 2019

Abstract

This article exposes the representation of the academic and executivewomen who are part of the Universidad de Guadalajara, through theinstitution media: the Gaceta de la Universidad de Guadalajara in its latestprinted version 2019, now called Gaceta UDG. We conducted a content analysis with a gender perspective to identify whether the media of one of the most important universities in Mexico contribute to the promotion of equality between men and women based on the media treatment it gives toits own
community. Within this framework, we sought to identify content characteristics about women and men, compare the presentation speeches in these and identify the differences. The results show that the content of the university communication medium is a reflection of the unequal structures of the institution itself, which are reproduced by the university press, and that the press also influences unequal representation through headlines, absence of proper names of women and replaced by the word "women", and little space to mention them compared to men. The above allows us to question the degree of co-responsibility of the University in
two aspects: as an educational institution and as a means of communication in promoting a culture of equality.