David Gauntlett:Gender, identity and advertising

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?

-How media influences us where modern western societies forces people to create their own identity and lifestyle, even if their preferred options are rather obvious and conventional ones, or are limited due to lack of financial resources. We are pressured to follow societal standards without our own input.

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

-Traditional attitudes may be scarce amongst the under-30's, but still thrive in the hearts of some over-65's. I think it is a good thing that the media promote liberal values as it creates more inclusive and normalises different identities in society.There is a large generational difference between old and young, there's is a surveys that 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.

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

-We found a lot of signs that the magazines were about men finding a place for themselves in

the modern world. These lifestyle publications were perpetually concerned with how to treat women, have a good relationship, and live an enjoyable life. Rather than being a return to essential-ism - i.e. the idea of a traditional 'real' man, as biology and destiny 'intended' - I argued that men's magazines have an almost obsessive relationship with the socially constructed nature of manhood.Masculinity is a socially constructed performance.

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.

-I think advertising does sometimes reinforce the "conventionally rugged, super-independent, extra-strong macho man" but recently it has changed to them being presented in  a way that shows hteir inner strength and also weakness

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?

-The emergence of the icons and rhetoric of 'girl power', a phrase slapped into mainstream culture by the Spice Girls and subsequently incorporated into the language of government bodies as well as journalists, educationalists, culture critics, and pop fans themselves.Magazines for young women are emphatic in their determination that women must do their own thing.

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 believe that Younger generations are more open to change when compared to older generations however there are still many young people in the world who follow traditional gender roles.

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)?

-Adverts like the sexually charged but androgynous imagery promoting the CK One fragrance 'for a man or a woman' suggests how they don't care what sex you are attracted to.

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?

-Advertising is a good example of the 'contradictory elements' that Gauntlett discusses as due to them trying to reach as wide an audience as possible for their products they can sometimes contradict the message they are trying to send.

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 do think that the media the changing attitudes towards gender and sexuality in society.I believe that the media has a large influence when it comes to the younger generation and their ideas of changing attitudes towards gender and sexuality in society. 

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 prejudice towards women views.views. Tate claims to be ‘absolutely a misogynist’. He has stated that women ‘belong in the home’, that they ‘can’t drive’, and believes that in marriage, women are ‘given to the man and belong to the man’. He has also claimed that most men prefer dating 18-19-year-old because they have had sex with fewer men.

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

-Piers Morgan plays him a clip of him saying ‘I think my sister is her husband’s property’.Tate complains about being taken out of context, repeatedly asks the audience to listen to the whole interview, knowing full well that would increase his engagement on social media.

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

-No because young men see him as a funny and entertaining person that they watch out of boredom and trends.