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The characteristics associated with masculinity and femininity are a topic of interest because of the impact that gender roles have on the daily lives of human beings. Mexico is a cultural mosaic in which coexist different traditions that express how roles can be more or less flexible or rigid, depending on the region. This study aimed to understand the behavior of a scale of gender roles applied in different parts of the country, to 1,624 people from four regions (Northeast, North Pacific, Central and Southeast). The scale proved to be culturally sensitive and revealed variations in the perception of the gender roles that correspond with the cultural characteristics of the area of the country from which the data were extracted, but consistent factors, such as the “absence of male emotional expressiveness”, are also observed. Findings are discussed in the light of the current literature, and we make some suggestions to be applied in the education of future men and women, to be more equitable and democratic generations.

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Our tool is marketing subject to the incipient cultural market that is booming and that does not cease to grow and that increasingly welcomes diverse sectors of the population thanks to all the disparity of offers. This market or cultural marketing we analyze from an advertising sphere, within one of the “4 P’s” of Marketing Mix, promotion, secured with examples in museums. It is a question of placing the work or artistic piece as the axis of all this network, through which the voracious market of buying and selling of the art, cultural terrain close and distant at the same time by their ignorance and unreasonable prices. This language of art in museums is approaching the society thanks to the publicity and tries to mitigate this dualism society-museums, taking advantage of the art to attract an audience more profane or on the contrary, strengthen those who demand culture.

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Cultural Journalism is one of the most important fields of information in social life. Since its inception, it has been linked to the written press and to the world of sciences, arts and letters, and today, it has become a wide space of varied topics, which includes not only the most relevant events of the cultural world, but also those of entertainment and media show. Given this scenario, this research seeks to demonstrate, through a content analysis of three of the most important national newspapers in the peruvian written press (El Comercio, La República, Perú21) that cultural contents have been replaced by questions of “farandula”, gossip and mediatic facts, contributing to an increasingly negative meaning of entertainment journalism and the trivialization of true Cultural Journalism.

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The increased cultural activity in Peru within the last years requires a media complement that contributes to advance in this sector and educate the public. In addition: culture, education and economy are key factors for social development and media must assume their responsibility by not just emitting informative messages, but also instructive, critic and orientated ones. According to academic and operatic music specialists and professionals, cultural journalism in Peru is not fully developed: in many situations great importance events are omitted and in others only trivial aspects are published. In that sense, to address such issues information professionals require a constant preparation and a high sense of ethics so they build a solid section with useful information for the public.

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