Advertising: David Gauntlett and masculinity (unfinished)

 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"?

Modern media has little time or respect for tradition. Popular media fosters the desire to create new modes of life - within the context of capitalism. Whether one is happy with capitalism, or seeks its demise, it must surely be considered good if modern media is encouraging the overthrow of traditions which kept people within limiting compartments.

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

Since the social world is no longer confident in its traditions, every approach to life, whether seemingly radical or conventional, is somewhat risky and needs to be worked upon - nurtured, considered and maintained, or amended. Television programmes, pop songs, adverts, movies and the internet all also provide numerous kinds of 'guidance' - not necessarily in the obvious form of advice-giving.

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 be scarce amongst the under-30s, but still thrive in the hearts of some over-65s. 

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

Gauntlett argues that men's magazines have an almost obsessive relationship with the socially constructed nature of manhood. Gaps in a person's attempt to generate a masculine image are a source of humour in

these magazines, because those breaches reveal what we all know - but some choose to hide - that masculinity is a socially constructed performance anyway.

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.

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?

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?

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?

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?


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?

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

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