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"?

He gives examples of girl boss icons and men being more open and sensitive to their problems.

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

The media allows us the pick and choose things that form our identity. 

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

Older generations are less tolerant to liberal values in comparison to younger generations. Whether it's good or not depends on a persons political or personal views.

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

Masculinity is not in crisis as he believes people only believe this due to the rise in women's power within the media.

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.

Advertising still reinforces the conventional stereotype of men but representations of men are now more fluid.

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 still does reinforce traditional representations but now these representations are changing and are becoming more fluid.

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 agree as adverts are becoming more fluid in representations and promote the fact that individuals can choose their own identities rather than conforming to societal norms.

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)?

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?

Advertising does promote stereotypes in gender but other advertisements subvert sterotypes and provide dynamic and changing representations.

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 as the media allows us to pick and choose how we want to be represented through the range of representations we are given.

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 prejudice of females which links to Andrew Tate as he claims he is a misogynist. 

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

He uses social media to post videos that offer young men and boys power through being misogynistic.  

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

His popularity agrees with Gauntlett's view that masculinity is not in crisis as Andrew Tate and his fans show how there is still a group of people with a shared identity of traditional, stereotypical masculinity.