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"?  Gauntlett says the decline of tradition can be seen in how women and men are shown in the media today. Women are no longer mainly shown as housewives or low-status workers. Instead they are often shown as confident and successful which links to the idea of girl power. At the same time men are no longer always shown as tough and silent. The media now shows men talking about emotions and relationships.

2) How does Gauntlett suggest the media influences the way we construct our own identities?   Gauntlett suggests the media influences how we build our identity because it gives us ideas about different lifestyles. Through TV music magazines and adverts people see different ways to live. People then think about these ideas and use them to shape their own identity.

3) What does Gauntlett suggest regarding generational differences? Is it a good thing that the media seems to promote modern liberal values?    He says there are clear generational differences. Older people usually have more traditional views while younger people are more open and accepting of different lifestyles. It can be a good thing that media promotes modern values because it can encourage tolerance and equality.

4) Why does Gauntlett suggest that masculinity is NOT in crisis?    Gauntlett argues masculinity is not really in crisis. Instead men are learning to adapt to modern life. Media like men’s magazines show men trying to improve relationships take care of their health and enjoy life. This suggests men are adjusting rather than struggling.

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.   

Some advertising still shows the traditional macho man. For example car adverts or sports brands often show men as strong powerful and independent. But other adverts challenge this by showing men as caring fathers or emotional partners.

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 sometimes supports the idea of girl power. Some adverts show women as strong confident and successful. However many adverts still focus on women’s looks or beauty which keeps traditional stereotypes.

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 partly agree with Gauntlett. Many younger people today seem comfortable with changing gender roles. Advertising sometimes shows this with women in powerful jobs or men helping at home. But some adverts still use old stereotypes.

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)?  

 Gauntlett gives examples like the CK One advert which used androgynous models and suggested the product was for men or women. Other adverts played with ideas about attraction and sexuality to challenge normal expectations.

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 shows contradictions because some adverts reinforce gender stereotypes while others challenge them. At the same time the industry is trying to sell products so it often uses both old and new ideas about gender.

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 think the media does help reinforce changing attitudes about gender and sexuality. People see more different identities and lifestyles in media today. This can make society more open and accepting even though change is slow.


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 hatred or strong prejudice against women. It links to Andrew Tate because he openly says misogynistic things online. For example he says women belong in the home and that they belong to men in relationships. He shares these views in interviews podcasts and social media which is why many people criticise him.

2) How does the article suggest Andrew Tate used social media to build up his reputation and following?  The article suggests Tate used social media very carefully to grow his fame. His followers were encouraged to repost clips of him saying controversial things so they would spread quickly online. This created arguments and attention which made more people search his name and watch his content.

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 could suggest that some young men feel confused about masculinity today. Some may follow him because he promotes a very traditional and powerful idea of being a man. However it does not fully prove there is a crisis in masculinity because many men do not agree with his views and reject them.