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 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.

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

Gauntlett suggests that the media allows individuals to 'pick and mix' their own identities, where individuals are allowed to pick their own representations to construct their own identities. 

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

Gauntlett suggests that generational differences are 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. It depends on what the individual's own political and social perspectives. 

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

Gauntlett suggest that masculinity is not in crisis because people believed that this is only due to women becoming more assertive and successful.

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 advertising still reinforces the typical stereotypes of a “strong macho man” that Gauntlett discusses. This is because some of the adverts are still showing men as masculine and the hero but more diverse and doesn’t really use women that much anymore to attract audiences. For example, the Dove Men + Care campaign, which focuses on how men should prioritise their own hygiene and how they could find their identity in doing so.

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 think advertising provides evidence to support the idea of ‘girl power’ such as the Spice Girls. This shows how women can be just as independent and capable like men, reinforcing the idea that women don’t need a man in their life as they are confident and emotionally developed. This also shows how a woman can still look pretty with make up while being strong, independent women.

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 that younger generations are not threatened by traditional gender roles because in fact they seem to be dominating the social life due to the developments of technology where they continue to grow and get used to it. 

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 examples from advertising that Gauntlett provide for the changing nature of gender in society is the CK One fragrance ‘for a man or a woman’, showing how there’s similarities with genders and how it doesn’t matter which model the audiences are interested in.

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 continues to reinforce the typical stereotypes by promoting products through adverts where they show women as still doing the domestic labour or women still being objectified or sexualised for their industry to gain audiences. However, advertising also starts to challenge these stereotypes by advertising products that are socially diverse where they don’t just show male and female as the main gender but others could be.

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 reinforces the changing attitudes towards gender and sexuality in society as the digital media is slowly starting to shape audiences attitude to gender and sexuality. It’s also helping to increase representations and visibility to different types of genders such as the LGBTQ and the progress of normalising these things in the social media.


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 deep seated hatred, dislike, contempt, or ingrained prejudice against women or girls. This is linked to Andrew Tate as he stated that women should just stay at home just like how they used to and just do domestic labour. He also stated that women are owned by men and that they shouldn’t go out without him.

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

The article suggests that Andrew Tate used the social media to build up his reputation as it shows how he gains popularity and followers when he’s a misogyny where many people might not like it, and he tries to keep his confidence up by continuing to agree with what he said to the woman that they should just stay at home.

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

Andrew Tate’s popularity suggests that there’s no crisis in masculinity as it shows how he’s still confident and seen as dominant based on his stories.