Gender, identity and advertising

David Gauntlett: academic reading

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

That the traditional views of women as a housewife or low-status has been changed due to the new representation of the successful 'girl power' icons. Masculine views of emotionless and toughness have changed due to the new emphasis on men's emotions and the problems with masculinity.

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

The media provides its audiences with useful and not so useful tools that they can use in their life. Magazines provide entertainment, self-confidence, and provides information about sex, relationships and lifestyles which they could adopt. TV shows, songs, adverts and movies gives its audiences guidance and advice that they could use.

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

It is a negative thing as he suggest that the young post-traditionalists men and women of today could be the narrow-minded older traditional people of the future. Suggest older people will think backwards.

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

He suggests that men are finding new identities and that these can be seen in the media e.g. magazines which show lifestyles, health, relationship advice etc. The masculinity found if FHM showed masculinity as caring generous etc. Audiences were tolerated and disregarded offensive comments.

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.

Adverts still both reinforce and subvert these stereotypes of men.  Some adverts will show men as dominant and superior by exposing their body, suggesting that they have an expectation to look "macho" and physically strong. However, some adverts subvert these stereotypes as males models could be used as models for make-up. This suggest the men are allowed to change with time and feel free to look how they want, rather than just having power or physical strength. 

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?

Advertising supports the idea of 'girl power', that women are independent and don't need a man in their life and should have life goals. However these still reinforce traditional stereotypes that women are to look and dress a certain way.

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?

I agree with the statement as they are free and encouraged to have their own identity and are free to be who or what they want to be. Advertising reinforces these ideas. Magazines present men to be more helpful and considerate lovers, healthy and fashionable etc. 

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 women' suggesting that it doesn't matter which of the attractive male or female role models you choose to desire. Some adverts such as impulse deoderant and Kronenbourg lager teased with heterosexual desire only to reveal that the lust object were more interested in their own sex implying to their audiences the unpredictability of sexuality. 

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?

Contradictions drive excitement and doesn't bother the media makers or the audiences. Multiple messages are contributed to the perception of open possibilities, and we no longer get straightforward messages about ideal male and female identities, however some certain groups and features promote one more desirable than the other. We can borrow bits from different people in the media, but are also encouraged to be ourselves - this then opens up gender trouble - 'identity is fluid'. Popular culture make the 'ideal' model for the self more indistinct. 

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?

I agree. as the media is progressive and moves with the times and diversifying as their audiences do. They represent many sexualities and are inclusive when it comes to gender. They subvert traditional stereotypes. For example having gay men model for make-up or women for sport equipment etc. 

Media Magazine: Andrew Tate - Masculinity in crisis?

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

Misogyny is the hatred and prejudice of women. Andrew Tate is a misogynist himself, claiming in a video that he is 'absolutely a misogynist'  and had his beliefs that 'women shouldn't drive' and that women are 'men's property', objectifying them and stating that he'd rather be with 18 and 19-year-olds as they have had 'less sex', sexualising them. 

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

Tate used his social media to say controversial statements gaining him views and publicity attracting audiences to see who or what he is. The suggests that he tells people to see the full interviews and don't just watch the clip, fully knowing and being aware that it will only get him more attention. 

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

Masculinity is in crisis and due to the growth of people like Andrew Tate it is toxic, influencing young vulnerable, gullible and impressionable teenage boys to also be the same, spreading messages of misogyny, sexist comments (homophobia etc.) , racism etc.