Advertising: David Gauntlett and masculinity
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 highlights how traditional gender roles are less rigid than before. He provides examples such as:
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Women moving beyond stereotypical domestic roles into professional and leadership positions.
Masculine ideas of toughness has changed as there is more focus on men's emotional health
There are new alternative ideas of gender
Tv shows or songs provide us with perpectives on life
Audience is given choice- these choices can be good or bad
3) What does Gauntlett suggest regarding generational differences? Is it a good thing that the media seems to promote modern liberal values?
Media shows the changing attittudes of audeince and society overall as they get older.
4) Why does Gauntlett suggest that masculinity is NOT in crisis?
Masculinity is changing and devoloping
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 beleive media does attept to move away from the tradtional aspect of masculinity however it is still visible and shown
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?
Advertisement sometimes supports girl power however mostly taditional representations are reinforced ie women are dependent on husbands.
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 think advertisement can reinforce or challenge these ideas, and as advertisement is mostly done through online platforms, young audiences have access, which could be dangerous.
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)?
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?
Due to diversity, many different people have access to media and their ideas can help create our opinion.
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 that some traditional views will still remain in society as they are passed on however the new young audience that uses media seems to challenge these traditional norms and become more open-minded.
Media Magazine: Andrew Tate - Masculinity in crisis?
3) What does Gauntlett suggest regarding generational differences? Is it a good thing that the media seems to promote modern liberal values?
Media shows the changing attittudes of audeince and society overall as they get older.
4) Why does Gauntlett suggest that masculinity is NOT in crisis?
Masculinity is changing and devoloping
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 beleive media does attept to move away from the tradtional aspect of masculinity however it is still visible and shown
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?
Advertisement sometimes supports girl power however mostly taditional representations are reinforced ie women are dependent on husbands.
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 think advertisement can reinforce or challenge these ideas, and as advertisement is mostly done through online platforms, young audiences have access, which could be dangerous.
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)?
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?
Due to diversity, many different people have access to media and their ideas can help create our opinion.
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 that some traditional views will still remain in society as they are passed on however the new young audience that uses media seems to challenge these traditional norms and become more open-minded.
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?
Andrew Tate provides misogynistic views in order to recieve fame.
2) How does the article suggest Andrew Tate used social media to build up his reputation and following?
He makes false points in order to get attention and when confronted he claims it was said out of context and people should watch his podcast to get the correct context- encouraging audeince to watch his content
3) Does Andrew Tate's popularity suggest there is in fact a 'crisis in masculinity' - disagreeing with David Gauntlett's view?
I agree with gauntletts views that madculinty is not in crisis rather evoloving. Surely though, there are still people in today's society like Andrew Tate who for their own fame and content chose to provide traditional ideologies and as thier target is young audience its more easier as young audience is likely to believe
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