Advertising: David Gauntlett and masculinity

Gender, identity and advertising: blog tasks

David Gauntlett: academic reading 

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.

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

The media provides some of the tools which can be used in this work. Like many toolkits, however, it contains some good utensils and some useless ones; some that might give beauty to the project, and some that might spoil it. (People find different uses for different materials, too, so one person's 'bad' tool might be a gift to another.)

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 people born in the first half of the twentieth century are less tolerant of homosexuality, and less sympathetic to unmarried couples living together. Traditional attitudes may be scarce amongst the under-30s, but still thrive in the hearts of some over-65s. The older generation are much more conservative and dislike change within society. It is a good thing that the media seems to promote modern liberal values because inevitably, society will change whether people want it to or not.

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

Gauntlett argued that men's magazines have an almost obsessive relationship with the socially constructed nature of manhood and 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.

Yes, advertising has reinforced traditional gender roles and stereotypes. However, while there has been some progress in recent years, men are still presented as rugged and extra strong. For example in men's sportswear and grooming products, traditional stereotypes are reinforced to present men as dominant and powerful.

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?

The media now has turned more towards empowering women and uplifting them rather than sexualising women in order to maximise profit.

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?

Advertising campaigns have featured inclusive and diverse representations of men and women which directly subverts gender stereotypes in order to influence the younger generation to break free from gender roles and 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)?

Axe ad - Axe's "find your magic" campaign encourages men to embrace their individuality and subvert social norms.

Diesel's "be stupid" ad campaign challenged traditional views of masculinity as they are presented as playful which subverts social norms.

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?

The media can be both manipulative and empowering as they continue to reinforce and challenge gender stereotypes by presenting traditional gender roles and expectations, but also by depicting non traditional gender roles and challenging those expectations. Ads usually present men to be strong and dominant and women to be passive and submissive. However, some ads present men to be nurturing and women to be independent and powerful.

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?

Yes, i agree that the media reinforces the changing attitudes towards gender and sexuality in society. This is because the media has the power to shape people's perception and attitudes towards different identities and lifestyles and by presenting diverse representations of gender and sexuality, the media can help to challenge traditional stereotypes and promote acceptance and understanding of different identities. However, the media can also perpetuate negative stereotypes and stigmatise certain groups.

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. Andrew Tate promotes his misogynistic ideas through social media. His comments promote harmful attitudes towards masculinity and the treatment of women.

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

He contradicts himself and tells the audience to go watch the video because what he said has been "taken out of context".

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

Yes, as young boys and men have adopted this hatred towards women that Andrew Tate is responsible for.  He has created a false sense of masculinity and disguised it as empowering.