By Virginia García Beaudoux
The sexual abuse scandal currently embroiling media mogul Harvey Weinstein has stunned the United States, with Hollywood and the fashion industry declaring that "this way of treating women ends now."
Views and opinions from around the world.
As an Argentinean woman who studies gender in the media, I find it hard to be surprised by Weinstein's misdeeds. Machismo remains deeply ingrained in Latin American society, yes, but even female political leaders in supposedly gender-equal paradises like Holland and Sweden have told me that they are criticized more in the press and held to a higher standard than their male counterparts.
Television commercials are particularly guilty, frequently casting women in subservient domestic roles.
Take this 2015 ad for the Argentine cleaning product Cif, which is still running today. It explains how its concentrated cleaning capsules "made Sleeping Beauty shine.
