Gender, identity and advertising: blog tasks

 David Gauntlett: academic reading

Read this extract from Media, Gender and Identity by David Gauntlett. This is another university-level piece of academic writing so it will be challenging - but there are some fascinating ideas here regarding the changing representation of men and women in the media.

1) What examples does Gauntlett provide of the "decline of tradition"?

The traditional view of a woman as a housewife or low-status worker has been kick-boxed out of the

picture by the feisty, successful 'girl power' icons. Meanwhile the masculine ideals of absolute

toughness, stubborn self-reliance and emotional silence have been shaken by a new emphasis on

men's emotions, need for advice, and the problems of masculinity.

2) How does Gauntlett suggest the media influences the way we construct our own identities?

Television programmes, pop songs, adverts, movies and the internet all also provide numerous kinds of 'guidance' - not necessarily in the obvious form of advice-giving, but in the myriad suggestions of ways of living which they imply. We lap up this material because the social construction of identity today is the knowing social construction of

identity.

3) What does Gauntlett suggest regarding generational differences? Is it a good thing that the media seems to promote modern liberal values?

Surveys have found that people born in the first half of the twentieth century are less tolerant of homosexuality, and less sympathetic to unmarried couples living together, than their younger counterparts. It can be good if they actively work to break traditions, and don't become the stubborn traditionalist that their parents/grandparents may be. 

4) Why does Gauntlett suggest that masculinity is NOT in crisis?

Men are just evolving and changing as ideas about masculinity change, there is a different idea of masculinity as there was 50 years ago, but they fit today's idea of a 'man'. Therefore, their masculinity is still intact. 

5) Does advertising still reinforce the "conventionally rugged, super-independent, extra-strong macho man" that Gauntlett discusses? Offer examples for both sides of the argument from the wider advertising industry.

Yes and no. They both co-exist as some are trying to change standards of masculinity, whilst some still reinforce traditional standards. 

Old spice - muscularity as men’s body standard. Most men’s product ads are always at least showing a muscular man as the main model of these ads. 

Gillette - fighting against toxic masculinity. 

6) Gauntlett discusses the idea of 'girl power' and offers examples from music and film. Does advertising provide evidence to support the idea of 'girl power' or is the industry still reinforcing traditional representations of men and women?

Yes. Several recent movies have featured self-confident, tough, intelligent female lead characters. Female pop stars sing about financial and emotional independence, inner strength, and how they don't need a man.

7) Do you agree with Gauntlett's argument under 'Popular feminism, women and men' where he suggests that younger generations are not threatened by traditional gender roles and are comfortable with social changes? Does advertising provide examples either reinforcing or challenging this idea that younger generations are more comfortable with changing gender roles?

Yes, I think that the youth are the one's mostly making the changes, so as a whole they'd be comfortable and happy with the outcome of their efforts. 

8) What examples from advertising does Gauntlett provide for the changing nature of gender in society (from the section on Judith Butler's Gender trouble)?

CK One fragrance 'for a man or a woman' - had reminded viewers of the similarity of genders, hinting

that it wouldn't matter which of the attractive male or female models you chose to desire.

9) Why is advertising such a good example of the 'contradictory elements' that Gauntlett discusses with regards to the mass media? In other words, how does advertising continue to both reinforce and challenge gender stereotypes?

Individuals are encouraged to 'be yourself', and to be creative - within limits - about the presentation of self.

10) Finally, Gauntlett makes a clear case that things change and modern identities are increasingly fluid. What is your opinion on this debate - do you agree that the media reinforces the changing attitudes towards gender and sexuality in society?

Yes. Although representation is changing slowly, the media is helping to make the population more comfortable with this. 

Media Magazine: Andrew Tate - Masculinity in crisis?

Now read 'Tate Crime' - Media Magazine's analysis of the rise of online influencer Andrew Tate. You can find this in MM83 (p6) in our Media Magazine archive. Answer the following questions:

1) What is misogyny and how does it link to Andrew Tate?

Misogyny is the  dislike of, contempt for, or ingrained prejudice against women. Tate has been spreading views that cover a range of prejudices, chiefly among them, misogyny.

2) How does the article suggest Andrew Tate used social media to build up his reputation and following?

Juts pretty much says outrageous things to get attention, and hooks vulnerable young boys take influence from his lifestyle. 

3) Does Andrew Tate's popularity suggest there is in fact a 'crisis in masculinity' - disagreeing with David Gauntlett's view?

Yes, but not in the way that men are becoming weak and feminine, which is the assertion made in Gauntletts view. But, because of toxic masculinity,  masculinity is in crisis because it is ruining young men and giving them the wrong idea of what masculinity.