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 shift from traditional gender roles (like the housewife) to more fluid and negotiated identities, and the use of media to construct and explore diverse identities,

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

no matter which texts we choose to consume, there will certain representations of gender that will appeal to our own sensibilities. 

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

 He assumed there was a generational divide in attitudes towards gender roles, but older people were less likely to be exposed to the new liberal representations of masculinity and femininity.

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

Gauntlett  says that masculinity is not in a crisis but is changing and evolving  with the times  and is focusing or men  emotional side and moving away fron the idea of stoicsim

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 adverts both reinforce  and subvert  the "conventionally rugged, super-independent, extra-strong macho man" as their  are still brands  that reinforce it such as Hugo boss who use Chris hemsworth as their model who  is reinforcing  conventionally rugged, super-independent, extra-strong macho man in their adverts which is not surprising considering the roles he  has played such as Thor. however they also subvert it  such as Gillett who  try  to subvert  it with their advert whether it was effective is a different story but the point is they were trying to change the view of masculinity to their audience.    

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?

Advertising  expresses a lot of girl power in the industry  and subvert the idea of the traditional representation of women as women have a bigger role in pop culture but not the roles they used to have  as they now are more at the forefront  in pop culture from music  to cinema.

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? 

Younger generations aren't  threatened by social change  but some don't express how they really feel especially  the males as their a massive  political divide between  gen z boys and girls.

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)?

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.

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?

portraying traditional gender roles and behaviors, while also featuring diverse and progressive representations that challenge societal norms.  For example Some ads objectify women, presenting them as sexual objects, which perpetuates harmful stereotypes. and adverts  can reinforce assumptions and expectations about how people should look or behave according to their gender, which can become internalized. 

while some adverts subverts the traditionally  view Some advertisements feature women in traditionally male-dominated fields (e.g., business, technology) and men in traditionally female-dominated roles (e.g., childcare, cooking), challenging traditional gender roles

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 does reinforce the idea of changes of identity and Gender.

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 a form of sexism that involves a dislike, hatred, or prejudice against women, often stemming from a belief in male superiority and a desire to maintain a patriarchal social structure. This is what the public  consider Andrew Tate to be. 

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

Andrew Tate’s views do nothing to alter this status quo. Instead, he simply offers young menand boys who maybe feel powerless and would do anything to alter their social status.

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

 Yes as there are a lot of men  young and old who are fighting the change of what masculinity is becoming and evolving  into.