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Rhythm and resonance: An analysis of female representation in reggaeton music
Journal of Cultural Marketing Strategy,
9
(2),
183-195
(2025)
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/.
Keywords: content analysis; gender representation; reggaeton music; objectification; sexual agency
The full article is available to subscribers to the journal.
Author's Biography
Alessandra Noli Peschiera , originally from the Republic of Panama, is a doctoral candidate in communication theory and research at Florida State University (FSU). She has graduate certificates in multicultural marketing communication and project management, as well as industry experience in communication and marketing. She also has international development experience, contributing to initiatives aimed at advancing her country’s sustainable development through her tenure with the Inter-American Development Bank. Now back at FSU, she is actively engaged in research and academic leadership, serving as an Associate Director of the Center for Hispanic Marketing Communication while advancing her research in communication, marketing and advertising.
Derrick Raphael Pacheco is currently a PhD candidate in higher education at Florida State University. He holds graduate certificates in Programme Evaluation and Multicultural Marketing Communication and is a Certified Nonprofit Professional. As a Graduate Assistant at the Leadership Learning Research Center, he teaches and supports the Undergraduate Certificate in Leadership Studies. His dissertation explores how culture shapes the leader identity development of Caribbean college students at historically white institutions. Derrick is a McKnight Dissertation Fellow, and his research interests include socially just leadership education, pedagogical tools for leadership learning and student identity development. In his free time, he enjoys reality television, time with loved ones and a Diet Coke.
Stephanie Bonilla is an undergraduate student majoring in management information systems and marketing, seeking a master’s in MIS or business analytics. Beyond her academic pursuits, she dedicates her time to uniting the Hispanic community on the Florida State University campus to ensure that students have a safe space by creating the only Central American Student Organisation and being President of the Multicultural Marketing Student Association. She previously served on the 2022–2023 Executive Board for the Hispanic/Latinx Student Union, where she held the position of treasurer. In the future, she hopes to work as a Social Media Manager or a Business Analyst.
Sindy Chapa is the Director of the Center for Hispanic Marketing Communication at Florida State University (FSU). She is one of the country’s leading researchers on cross-cultural consumer behaviour and how it relates to marketing, advertising and all other aspects of business. A faculty researcher at FSU, Dr Chapa, also teaches popular courses on Hispanic marketing and advertising strategy.
