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. And the masculine ideals of absolute toughness, stubborn self-reliance and emotional silence have been shaken by a new emphasis on men's emotions, need for advice, and the problems of masculinity.

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

The media provides us with numerous forms of 'guidance', not in the traditional sense of advice-giving but in the myriad suggestions of ways of life which they imply. We lap up this

material because the social construction of identity today is the knowing social construction of

identity.The media can provide some of the tools used in this work. 

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

Surveys 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. Traditional attitudes may also be scare amongst the under-30s,

but still thrive in the hearts of some over-65s.The older generation are more likely to consume magazines like Cosmopolitan, More or FHM, and are not a key audience for today's pop music sensations. It is imperative to note that the mass media has become increasingly more liberal, socially and politically in some cases, however it's hard to tell if thats a good or bad thing. The media will always try and reflect the standards of society and since society as a whole is become more liberal the media is projecting that. I don't necessarily think that's inherently a good or bad thing. 

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

He argues that men's lifestyle magazines have an unhealthy obsession with the social construction of masculinity, as if they're geared to flowing out a stream of "identical men". However the form of masculinity that the biggest seller of these magazines,FHM, perpetuates is fundamentally caring,. generous and good humoured. Although the magazines reflect a concern neither the readers or the magazines think there is a 'crisis'.

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.

Gauntlett suggests that the stereotype of the "macho man" still circulates in popular culture, this is also reflected in advertising. In contrast with women's 'you can be anything' ethos, the identities promoted to men are relatively constrained.

 An example of the women's 'you can be anything' ethos is a Bic women's day ad: The ad suggests that to be at the top of the corporate world as a women you have to be able to be in a mans shoes, as if being a women will hinder you in the world of work. However it does reinforce the idea of the women's 'you can be anything' ethos.

An example of the stereotype of the "macho man" is hardwear store ad: The ad reinforces the "conventionally rugged" man with the worn out boot as the central image. 

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 is still offering support for the "girl power" renaissance, as it's apart of the media after all and therefore reflects the wishes of society in that sense. Example: 

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 believe that it depends on how some in the younger generation were raised, if they were raised in a more traditional way with more of those types of values then some of those men may feel attacked by the changes in society. The friends they surround themselves with is also a factor, if their friends are more on the conservative side then they likely aren't exposed to more liberal views from someone they respect or are close with and therefore my feel isolated due to these societal changes. However I don't think this goes for the women of the younger generation at all because if they were raised with traditional values, they may be more likely to lean towards liberalism. As traditional values uphold the patriarchy and therefore favour men, liberalism favours all those that are oppressed and allows them to do as they please - without constriction.  Advertising examples: The one on the right reinforces the idea that the younger generation are more comfortable with changing gender roles by mocking the 1950s advert. 

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 advertising - such as the sexually charged but androgynous imagery promoting the CK One fragrance 'for a man or a woman' - had reminded viewers of the similarity of genders, hinting that it wouldn't matter which of the attractive male or female models you chose to desire.

Impulse deoderant and Kronenbourg lager playfully teased heterosexual desiresonly to reveal that the lust object was more interested in their own sex, pointing audiences to the unpredictability of sexualities.

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?

Gauntlett says that the mass media has intertwined within it "inescapable levels of contradiction" within it's pop culture but to talk about the media is not a narrow subject and so it is "wildly diverse"."Contradictions are an inevitable by-product of the drive for multiple points of excitement, so they rarely bother today's media makers, or indeed their audiences."

It reinforces the typical macho man stereotype but subverts the traditional housewife stereotype and instead replaces it with the "girl power" stereotype. 

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 many companies that are respected and quite famous have even expressed their stance on movements such as the LGBTQ+ movement. For example Mercedes even has a specific pride logo to show their solidarity for the community, which was implemented 2 years ago. In previous years, companies, establishments nor businesses were willing to make their stance known on issues like sexuality and race but since individualism is so concentrated on in the West, it's become essential for them to be public about their opinions. As they want to be seen as being 'up to date' with the times. The same goes for gender equality. 

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?

The dictionary definition for misogyny "the dislike of, contempt for, or ingrained prejudice against women". Andrew Tate embodies and perpetuates this towards his audience of young boys and men, as he simultaneously believes he is grooming them to become successful businessmen. 

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

He made one of his first media debuts on Big Brother, where he was swiftly kicked off for a video surfacing of him beating a women with a belt. He then made his Youtube channel spewing misogynistic rhetoric and eventually made his way to Pierce Morgans' 'Uncensored' show.

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

Through Tate's popularity there is sufficient evidence that masculinity is definitely in 'crisis'. As stated in the article, he simply offers young men and boys who maybe feel powerless and would do anything to alter their social status, a series of strategies to become the bullies. These young men follow him gladly because he gives them a safe place to wine and complain about not being above everyone now. They get to complain that they're not allowed to make sexist jokes to women anymore, or bully gay people, or make harmful racial jokes.  "Tate gives his audience tools to exploit anyone weaker than themselves whilst at the same time, exploiting those same young boys and men to make himself more successful." This ultimately disagrees with Gauntlett's view.