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Keywords: Machismo
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Journal Articles
“Now I can see”: creative women fight against machismo in Chilean advertising
Available to Purchase
Gender in Management: An International Journal (2022) 37 (3): 405–422.
Published: 15 December 2021
.... Chilean cultural dimensions Despite Chile being assessed as more feminine on Hofstede’s scale, Chilean culture has strong machismo undercurrents, as does the advertising industry. This undercurrent reflects Chile’s Latin American heritage. Numerous studies suggest that advertising, as a global...
