Advertising: David Gauntlett and masculinity

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 provides examples of the "decline of tradition" in traditional views of housewife femininity deteriorating and male ideals of absolute toughness dissolve allowing for alternative ideas surrounding gender.

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

Gauntlett suggests medias disrespect and distain of static allows individuals to 'pick and mix' their own identities and they 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 and that it wholly depends on the  political and social perspectives an individual was surrounded by.

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 believe advertising still reinforces the typical stereotypes of a “strong macho man” that Gauntlett discusses as adverts still portray men as masculine heroes but in a more diverse light and lean towards tending to reject the notion of sexualisation of women that much anymore to maintain younger audiences. 

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 believe advertising provides evidence to support the idea of ‘girl power’ such as the Spice Girls, showing young impressionable girls how women can be truly independent and capable, reinforcing the idea that women don’t need male figures centring their life for survival and maintenance of self-esteem.

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 cultural capital due to the developments of technology that they have grown and developed with it, having monopoly over the zeitgiest.

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 to challenge gender 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 attitudes and helping to increase representations and visibility to difference in identity such as in the LGBTQIA+ and the process of normalising diversity of identity.

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 prejudice against women and it links to Andrew Tate as he utilises outrageous misogyny to have monopoly over that public spotlight

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

He utilises clips online to acquire public interest and discourse that then brings audiences to come to his platforms to watch long form content.

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

He's a dangerous male figure to young impressionable minds, presenting trditional staus quo as correct and the way to ensure a better life is to bully and exploit those below you, its disguised a realistic ideology.