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Nationality and gender stereotypes in the San Fermín festival: Cross-sectional age differences in the interpretation of TV news

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The media employ a shared cultural knowledge between sender and receiver to build media representations effectively. These representations, apparently innocuous, shape the audience’s perception and appraisal of the Other, which is constructed as an opposition to the Self. In our research, we draw attention to a Spanish television news story that describes the increase of foreign participants at the San Fermi´n running of the bulls in Pamplona, Spain, and also highlights the still minority participation by women. Through data from focus group discussions, we investigate age differences in the interpretation of gender and nationality stereotypes to examine how the media construction of this news story generates an intersectional othering. In our investigation, this othering process places women and foreigners outside the norm of this social identity built around the running of the bulls. Our research also identifies a significant generation gap in audience interpretation of the news story.
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Keywords: San Fermín festival; audience interpretation; focus group; intersectionality; otherness; women representation

Document Type: Research Article

Affiliations: Universitat Pompeu Fabra

Publication date: April 1, 2018

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  • The Catalan Journal of Communication and Cultural Studies (CJCS) is committed to publishing research and theoretical articles in the fields of media studies, popular culture and cinema, public relations and advertising studies, social communication, new media, language uses in the media, communication and cultural policies, social and national identities, gender studies, sports and leisure, tourism and heritage, among other related issues. CJCS publishes double blind peer-reviewed articles and its aims and scope cover not only Catalan media and cultural systems but also other social contexts.
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