Gender Images and the Evolution of Work Roles in Mexican Film: A Pilot Content Study of Pre- and Post-NAFTA Periods

Abstract

Most of the debate about globalization focuses on the effects of trade liberalization and the movement of goods, services, and money across national boundaries. A less discussed, but equally important impact of globalization involves the movement of ideas, concepts, and culture. It has been argued that one of the benefits of globalization is the transfer of positive societal changes across previously impervious borders. In this study we examine award-winning Mexican films from two time periods, pre-NAFTA and post-NAFTA, and evaluate how women are portrayed within professional settings in the films. Using multiple raters, we statistically examine character roles, social relationships between characters, and the level of sexism within the films. We then discuss whether or not cultural portrayals appear to be paralleling the recent societal trends seen in Mexico.