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Rhythm and resonance: An analysis of female representation in reggaeton music

Author

Listed:
  • Noli Peschiera, Alessandra

    (Associate Director of the Center for Hispanic Marketing Communication, College of Communication and Information, Florida State University, USA)

  • Pacheco, Derrick Raphael

    (PhD student, Center for Hispanic Marketing Communication, College of Communication and Information, Florida State University, USA)

  • Bonilla, Stephanie

    (Center for Hispanic Marketing Communication, College of Communication and Information, Florida State University, USA)

  • Chapa, Sindy

    (Director of the Center for Hispanic Marketing Communication, College of Communication and Information, Florida State University, USA)

Abstract

The present study explored how women are represented in the genre of reggaeton music. Employing a quantitative content analysis methodology and based on a sample of reggaeton playlists curated by Spotify, the study analysed the representation of women in the songs in terms of objectification and sexual agency. The results showed that most reggaeton artists were male and a majority of the songs mentioned women in objectifying ways. No significant differences were found between male and female singers in terms of objectifying women. Female artists were, however, significantly more likely than male artists to afford women sexual agency in their songs. Across the decades, some changes can be observed in the representation of women in reggaeton music. Relevant implications about the representation of women in music are discussed. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.

Suggested Citation

  • Noli Peschiera, Alessandra & Pacheco, Derrick Raphael & Bonilla, Stephanie & Chapa, Sindy, 2025. "Rhythm and resonance: An analysis of female representation in reggaeton music," Journal of Cultural Marketing Strategy, Henry Stewart Publications, vol. 9(2), pages 183-195, May.
    • Handle: RePEc:aza:jcms00:y:2025:v:9:i:2:p:183-195
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    More about this item

    Keywords

    content analysis; gender representation; reggaeton music; objectification; sexual agency;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • J7 - Labor and Demographic Economics - - Labor Discrimination

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