Gender, identity and advertising

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 shows that traditional view of a woman as a housewife or low-status worker has been re shown as the feisty, successful 'girl power' icons. On the other hand, There are ideals of hyper masculinity where 

toughness,  and emotional silence have been shaken by a new emphasis on men's emotions, leaving them without advice.

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

He illustrates how media influences us where modern western societies forces people to create their own identity and lifestyle, even if their preferred options are rather obvious and conventional ones, or are limited due to lack of financial resources. We are pressured to follow societal standards without our own input.

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

There is a large generational difference between old and young, there's is a surveys that have

found 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 is seen that traditional attitudes may be scarce amongst the under-30s, as they follow values they have been taught but also influenced by social media.

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

Gauntlett has different views on crisis is masculinity as it is often said to be 'in crisis'; as women

become increasingly assertive and successful, whereas men are said to be anxious and confused about what their role is today. The difference only exaggerates the focus men have on self esteem and self care to move away from sexualised ideas towards themselves.

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 is not finding a new role but; instead, men's troubles stemmed from their exaggerated and pointless commitment to traditional role of provider and strong, emotionless rock. Where men had a problem with this, then, it was not because society had changed, but because they as individual men had failed to modernise and keep up with societies newer standards.

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 icons and 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. The adverts provide and illustrate how traditional stereotypes are still sometimes reinforced due to having a larger older and traditional audience catching in order to attract their attention.

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 are most likely not effected by traditional gender roles as there are a variety of social media platforms where this generation share their thoughts and feelings online with the world.

Women have developed their own language for dealing with sexual inequality, perhaps the role

this plays is not unlike the sexually explicit manifestoes found in the early writing. Everyone wants to make their own identity and lifestyle whilst following and respecting feminisms. However, being influenced by past gender stereotypes is very likely where they are surrounded by culture and family who force upon these roles. Growing up with this can force it into a Childs mind and they can grow up with this mindset.

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)?

The idea that the existing notions of sex, gender and sexuality should be challenged by the 'subversive confusion and proliferation' of the categories which we use to understand them. This is communicated through some adverts like the sexually charged but androgynous imagery promoting the CK One fragrance 'for a man or a woman' suggests how they don't care what sex you are attracted to. The Impulse deodorant and Kroonenberg lager also show hints towards homosexuality  where they make the audience question their unpredictability sexuality.

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 is a good example as contradictory elements contribute multiple messages to society with an open to many possibilities when it comes to interpretation. On the other hand, in comparison to the past we are no longer given direct messages about typical genders and identities. Their is now a culture where we take pieces form  stars, icons and characters who we desire to be to make our own constructed identity.

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 believe that the media has a large influence when it comes to the younger generation and their ideas of changing attitudes towards gender and sexuality in society. There will always be a  continue to change as long as liberal values are upheld in society. Concepts of constructing your own identity through sexuality and gender will always have a role that would need to be filled in the future with newer ideologies towards this topic. This could depend on culture, family, surroundings, livelihood, and even their online status on who they recognise themselves as.

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 dislike of, or ingrained prejudice against women. This is able to like to Andrew Tate as he has a strong belief towards traditional roles of women as housewives and objects.

 

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

Andrew Tate says  misogynistic things in order to gain more attention throughout social media but who doesn’t label himself a misogynistic at all. This just shows a hypocritical version of himself that is argues online by many people, many who support his ideas and actions in life. He was able to do an interview on the Piers Morgan Uncensored show where they talk about one of Tate's videos which he says ‘I think my sister is her husband’s property’. Andrew denys this accusation and denies the video stating that the video had been taken out of context and that people needed to watch the whole video. He only wanted more publicity by saying this gaining attention rom people who actually go and watch his videos.

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

Andrew Tate ideologies  disagrees with David Guantlette when he believes masculinity is in fact in crisis. He illustrates how men should embrace hyper masculinity, normalising their dominant self like they traditionally use to do.