The Relevance of Erving Goffman’s Gender Analysis in Advertising Sánchez-Muros Lozano, Patricia Sonsoles Jiménez Rodrigo, María Luisa Erving Goffman gender analysis Advertising gender representations Media sociology Artículo publicado en revista científica en acceso abierto con DOI. This article analyses the contemporary relevance of Erving Goffman’s gender analysis in advertising, as developed in Gender Advertisements. Through a critical review of recent empirical studies, the paper examines the persistence, transformation and adaptation of Goffman’s analytical categories in traditional advertising and digital media, including social networks. The study also discusses the limitations of Goffman’s framework in the current media landscape and explores emerging forms of gender representation, resistance and empowerment in contemporary advertising. 2026-01-08T08:07:43Z 2026-01-08T08:07:43Z 2024 journal article 2724-6078 (online) https://hdl.handle.net/10481/109283 10.53119/se.2024.1.09 eng http://creativecommons.org/licenses/by-nc-nd/4.0/ open access Attribution-NonCommercial-NoDerivatives 4.0 Internacional Edizioni Altravista