= This model refers to a standard of sexual performance to which people should adapt in order to comply with normality standards. Gender is constitutive of said model supported by sexual therapy, and thus inequalities and significant power relations are regulated, reproduced and reaffirmed through it. Key words : heterosexuality, sexual therapy, sexual dysfunction, sexology. Introduction In Mexico, as in other countries, sexual unrest has been addressed mainly from the sexological approach around the notion of sexual dysfunction. However, several studies framed in feminism and in the sociohistorical approach to sexuality have questioned both sexology and its conceptualization of sexual discomfort.