Advertising: David Gauntlett and masculinity
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"?
It has themes of the construction of identity, the idea of role models, masculinity in (possible) crisis, girl power and feminism, gender troubles and the power that the media holds.
2) How does Gauntlett suggest the media influences the way we construct our own identities?
The media provides different types of content in which people will get influenced by in which then makes the person think about all the changes and such, from things such as magazines and depictions of gender roles and how each gender should act.
3) What does Gauntlett suggest regarding generational differences? Is it a good thing that the media seems to promote modern liberal values?
1) What examples does Gauntlett provide of the "decline of tradition"?
It has themes of the construction of identity, the idea of role models, masculinity in (possible) crisis, girl power and feminism, gender troubles and the power that the media holds.
2) How does Gauntlett suggest the media influences the way we construct our own identities?
The media provides different types of content in which people will get influenced by in which then makes the person think about all the changes and such, from things such as magazines and depictions of gender roles and how each gender should act.
3) What does Gauntlett suggest regarding generational differences? Is it a good thing that the media seems to promote modern liberal values?
From what Gauntlett has mentioned we can see that the generations will be taught about traditional values and how they will be intolerant to modern views and society, so in that case we can see that promoting liberal ideas may not be a good way of teaching future generations.
4) Why does Gauntlett suggest that masculinity is NOT in crisis?
Gauntlett suggests that "masculinity is a socially constructed performance anyway" meaning that it is something in which people expect men to be and how they should act in a certain way. We can also see that the biggest seller: FHM had themes of being fundamentally caring, generous and good-humoured despite its, "sometimes sarcastic" humour.
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 would say that some advertising may reinforce the conventional male stereotype as an example: adverts such as old spice deodorant has a strong man on the front advertising the product, but then there are some adverts in which have things such as males wearing make up such as the alcohol advert.
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?
I would say that now days the media does support the strong woman and girl power and all those things, we can see this through music of how women are strong and such, we also have advertisements that try and encourage women to go into the army by showing women in the army.
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 think that some of this may be true as there are many younger people who do no mind these changes and may even be going through the changes themselves, however some of them may not agree with this as they may have a more traditional view of things and would not accept them, this could be due to a number of reasons such as culture.
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)?
4) Why does Gauntlett suggest that masculinity is NOT in crisis?
Gauntlett suggests that "masculinity is a socially constructed performance anyway" meaning that it is something in which people expect men to be and how they should act in a certain way. We can also see that the biggest seller: FHM had themes of being fundamentally caring, generous and good-humoured despite its, "sometimes sarcastic" humour.
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 would say that some advertising may reinforce the conventional male stereotype as an example: adverts such as old spice deodorant has a strong man on the front advertising the product, but then there are some adverts in which have things such as males wearing make up such as the alcohol advert.
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?
I would say that now days the media does support the strong woman and girl power and all those things, we can see this through music of how women are strong and such, we also have advertisements that try and encourage women to go into the army by showing women in the army.
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 think that some of this may be true as there are many younger people who do no mind these changes and may even be going through the changes themselves, however some of them may not agree with this as they may have a more traditional view of things and would not accept them, this could be due to a number of reasons such as culture.
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)?
We can look at the CK One fragrance "for a man or a woman" and how it doesn't matter about the models you choose or 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?
These contradictory elements are what makes conversations to happen, however people say that the mass media will "diverse" in which they would like to, we can see that there will always be some sort of contradictions in some sort of media no matter the size.
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 is quite fluid and will remain to be more fluid as they are very accepting of people, this can be seen as they have used gay models in their advertisements and such.
Media Magazine: Andrew Tate - Masculinity in crisis?
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?
These contradictory elements are what makes conversations to happen, however people say that the mass media will "diverse" in which they would like to, we can see that there will always be some sort of contradictions in some sort of media no matter the size.
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 is quite fluid and will remain to be more fluid as they are very accepting of people, this can be seen as they have used gay models in their advertisements and such.
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 the hatred and prejudice towards women, we can see this in Andrew Tate of how he claims to be "an absolute misogynist" and his views of not wanting women to drive.
2) How does the article suggest Andrew Tate used social media to build up his reputation and following?
He has said many controversial statements on social media in which has gained attention, both negative and positive, in which has made him grow everywhere as people share to show his content, whether it is to hate or like, another thing he does is tell people to "watch to full video" so that they will know the "true story" by doing this they will give him more attention and watch time.
3) Does Andrew Tate's popularity suggest there is in fact a 'crisis in masculinity' - disagreeing with David Gauntlett's view?
By using this example there may be a crisis in masculinity as there are young impressionable kids in which they will follow what he says and then they will follow in the way that he goes.
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