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

Alessandra Noli Peschiera, Derrick Raphael Pacheco, Stephanie Bonilla and Sindy Chapa
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Alessandra Noli Peschiera: Associate Director of the Center for Hispanic Marketing Communication, College of Communication and Information, Florida State University, USA
Derrick Raphael Pacheco: PhD student, Center for Hispanic Marketing Communication, College of Communication and Information, Florida State University, USA
Stephanie Bonilla: Center for Hispanic Marketing Communication, College of Communication and Information, Florida State University, USA
Sindy Chapa: Director of the Center for Hispanic Marketing Communication, College of Communication and Information, Florida State University, USA

Journal of Cultural Marketing Strategy, 2025, vol. 9, issue 2, 183-195

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 (search for similar items in EconPapers)
JEL-codes: J7 M3 (search for similar items in EconPapers)
Date: 2025
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