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 example he gave was 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?

The media influences the way we construct as Modern Western societies do not leave

individuals in any doubt that they need to make choices of identity and lifestyle - even if their

preferred options are rather obvious and conventional ones, or are limited due to lack of financial

(or cultural) resources.

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

He suggest 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, for

example (see chapters one and four). Traditional attitudes may be scarce amongst the under-30s,

but still thrive in the hearts of some over-65s.

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

'In crisis'; as women become increasingly assertive and successful, apparently triumphing in all roles, men are said to be anxious and confused about what their role is today.

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 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.

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 iconsand 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.

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?

'popular feminism' - the mainstream interpretation of feminism which is a strong element of modern

pop culture even though it might not actually answer to the 'feminist' label. Popular feminism is like

a radio-friendly remix of a multi-layered song, with the most exciting bits sampled, and some of the

denser stuff left out.

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)?

 Tolerance of sexual diversity is slowly growing in society (chapter

one), and by bringing into people's homes images of sexual identities which they might not be

familiar with, the media can play a role in making the population more - or less - comfortable with

these ways of living.

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?

There have only been a relatively small amount of media representations fitting the

Butler bill. Some advertising - such as the sexually charged but androgynous imagery promoting 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. Other ads

(such as ones for Impulse deoderant and Kronenbourg lager) playfully teased heterosexual desires

only to reveal that the lust object was more interested in their own sex, pointing audiences to the

unpredictability of sexualities.

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?

The media influences young people's attitudes towards gender and sexuality. As long as liberal values are upheld, these attitudes will continue to evolve. The idea of constructing one's identity through gender and sexuality will remain important, shaped by culture, family, environment, and online presence.

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?

A misogyny is dislike of, contempt for, or ingrained prejudice against women.

Tate has been spreading views that cover a range of prejudices, chiefly among them, misogyny. But online misogynists aren’t a new thing or even a rare one.

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

He went on interviews and was stating is wild opinions where they knew it will gain a lot of views and attention.

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

Tate does disagree with David Guantlett as he believe that there is crisis in masculinity.