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 male values of toughness, stubborn self-reliance and emotional silence have been challenged by a renewed focus on men's emotions, advice seeking, and issues related to masculinity.

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

Individuals have a particular perspective that they prefer to have reflected, and they will be affected by it if it appeals to them, regardless of who they are.

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

He likes this change. The media is transforming and changing their traditional views rather than reinforcing them.

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

"The problem for men was not seen as being their new role - or lack of one; instead, men's troubles stemmed from their exaggerated and pointless commitment to men's old role, the traditional role of provider and strong, emotionless rock. Where men had a problem, then, it was not so much because society had changed, but because they as individual men had failed to modernise and keep up. In contrast with women's 'you can be anything' ethos, the identities promoted to men are relatively constrained."

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.

Well there are still adverts such as "Old Spice" that still reinforce the "conventionally rugged, super-independent, extra-strong macho man" idea but it is intentionally man as a joke, to in a way make fun of that view.

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?

Female Pop singers  sing about not needing a man, being strong inside, and being financially and emotionally independent. Young women's magazines are unwavering in their belief that women should follow their own paths, be authentic, and/or exhibit extreme sexiness and sassiness.

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, the GILLETTTE ad shows this and how men can criticise and ask other men for accountability of their actions the boys who are growing up can see this and be influenced by their actions and will push that behaviour forward.

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)?

The 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?

Many messages regarding identity, acceptable forms of self-expression, gender, sexuality, and lifestyle are spread by the media. In addition, the public's opinions on these matters vary even more widely than their own. There are many adverts like old spice that might reinforce and there are many adverts that would go against them.

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?

Definitely. In more woke/liberal countries there is a lot of this nonsense about sexuality and change in gender. Who you choose to be your partner shouldn't be your entire personality and if you want to do something that may not be expected of your gender, God gave you free will so your able to do as you please but don't expect people to not judge you on your actions. 

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?

The idea of man being superior to woman. It links to Tate as lots of things he say's can be easily intrepid as misogynistic. 

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

He says things in a way that play with peoples emotions to get a reaction out of them.

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

Absolutely. As I develop as a person my opinion defers from his but I can solidly say that the opinion that men have to be strong, provide and defend what they hold dear will never change. Todays man have became soft, weak and have strayed away from our God given role. Masculinity has basically stayed the same since the beginning of time and the people in power are trying to change it. Don't know why but they are. This change is far to young for us to determine the consequences that it will have but I doubt making the backbone of society weaker will have a good effect.