Gender, identity and advertising: blog tasks

 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?
Gauntlett makes this suggestion by quoting the ease of accessibility provided by the internet and the "greater variety of identities" that have emerged as a result. This is in line with the "alone together" theory, which holds that people are more comfortable sharing their identities on social media because others are able to support them in doing the same.

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

As a reflection of shifting perspectives, the mass media has evolved into something more liberal and challenging to conventional norms; it now actively promotes contemporary principles. So, it is unclear if today's post-traditional young men and women will develop into the close-minded traditionalists of the future.

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

Besides the fact that "masculinity is a socially constructed performance," according to Gauntlett, there is no crisis in masculinity. According to him, the issue is not "masculinity," but rather the guys who are still bound to the old, conventional role of masculinity and find it difficult to embrace and adhere to the new norms.

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.

The media still reinforces the "conventionally rugged, super independent, extra strong macho man", this is because men are consistently advertised as having extremes muscles and are often sexualised together with women, they are mainly represented as strong and are usually forced by the media to have certain "male skills"

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 commercial does reinforce the notion of "female strength," and many of these support the idea of young girls as independent and self-assured. We can trace this back to the Dove campaign, where we see that girls are portrayed as being attractive despite their difficulties, but is it necessary for them to be in underwear and presented as spectacles.

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?

 Young women official feminism is something that belongs to their mothers' generation.

They have to develop their own language for dealing with sexual inequality, and if they do this

through a raunchy language of 'shagging, snogging and having a good time', then perhaps the rolethis plays is not unlike the sexually explicit manifestoes found in the early writing of figures. The key difference is that this language is now found in the mainstream of commercial culture - not out there in the margins of the 'political underground'.

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 women)
• Impulse deodorant
• Kroonenberg lager

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?

Due to its constant portrayal of gender as ambiguous and non-binary, advertising defies conventional gender assumptions. By continuously objectifying both men and women and portraying them in a way that matches their respective gender roles, it can also reinforce conventional stereotypes.

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 that the media reinforces society's shifting perspectives towards gender and sexuality. Gauntlett demonstrates just how much has changed over time.


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?

Being misogynistic means having hatred towards women or prejudice against women, this links to Andrew Tate because he 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’.

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

Ideally his reach would be restricted by the social media platforms like Instagram, Tiktok and Twitter who could severely limit the spread of his ideas.

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

According to Gauntlets, there is no crisis in masculinity because 'men are finding a place for themselves in the modern world.' According to Andrew Tate, this attitude of patriarchy and a male-dominated culture is still there in his thinking.