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"?

David Gauntlett says traditional ideas are declining. For example, women are not just housewives anymore, and men are not always the main breadwinners.

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

Gauntlett says the media gives us ideas and role models. People use these to help build 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?

Gauntlett says younger people are more open to change. They accept modern values more easily. This can be a good thing because it supports equality.

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

Gauntlett says masculinity is not in crisis because there are now many ways to be a man. Men are not limited to one stereotype anymore.

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.

Sometimes yes. Some adverts still show strong, tough men. But sometimes some adverts show men as emotional or caring, which challenges the stereotype.

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?

Some adverts show strong and independent women, which supports girl power. However, many adverts still focus on women’s looks so traditional ideas still exist.

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 young people accept changing gender roles. Advertising shows this with more diverse roles, however some adverts still use 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 of people changing how they present gender, such as men using fashion or women acting in more dominant roles. This shows gender is not fixed.

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 both challenges and reinforces stereotypes. Some adverts show equality, while others still show traditional gender roles.

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 identities are more flexible today. The media shows more diversity, but stereotypes have not fully disappeared.

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 means hatred or dislike of women. Andrew Tate is linked to misogyny because he has made negative comments about women.

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

Andrew Tate used social media to share videos and opinions. His content was widely shared, which helped him gain a large audience.

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

It could suggest some men feel unsure about their role in society. This challenges Gauntlett’s idea. However, it may only represent a small group, so masculinity is not fully in crisis.