Emma Coronel and the buchona femininity in social media. Ways of redefining women in drug trafficking

Abstract

This text analyzes discourses about Emma Coronel, Joaquín "El Chapo" Guzmán’s wife, and the buchona femininity on Instagram and TikTok. Using netnography, it approaches sociodigital networks to address the relationship between drug culture and gender, involving sociocultural, economic, political, historical, and technological components. Practices and discourses that participate in the construction of buchona femininity are identified. However, erotic capital is questioned as a form of resistance in the drug world.