Advertising - Gauntlett and masculinity

Gender, identity and advertising: blog task

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"?

 Today, it seems more appropriate to emphasise that, within limits, the mass media is a force for change. 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 meanwhile, the traditional view of a man as tough, stubborn and emotionally silent has been shaken by a new emphasis on men's emotions.

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

Magazines, bought on one level for a quick fix of glossy entertainment, promote information about sex, relationships and lifestyles which can be put to a variety of uses. Similarly, TV programmes, pop songs,adverts, movies and the internet all also provide numerous kinds of 'guidance'. The media provides some of the tools which can be 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, for example. Traditional attitudes may be scarce amongst the under 30s, but still thrive in the hearts of some over 65s. Furthermore, older people are more unlikely to be consumers of magazines, like Cosmopolitan.
I believe that it is a good thing that the media seems to promote modern liberal values as this means that traditional stereotypes and views can be challenged as in the twentieth century, not many people conform to such views. 

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

It is not in crisis because men are still conforming to traditional stereotypes of being tough and the provider whilst the idea of femininity seems to be in crisis as many women today subvert such conventional stereotypes of the housewife today.

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.

One example of the traditional man is the archetype of masculine strength and independence, James Bond,  who cannot be too hard and self-reliant in today's Bond movies without being criticised for it by another character. Another example for the new man is the doctor (around 10-11) the doctor is around a companion and who he can rely on in most situations and the character tends to not have closed off emotions or be intense. However, in Dove's latest campaigns they have not been exploiting off the transitional man instead they have been showing a family man who isn't afraid to express emotion and isn't a (potentially) toxic character. 


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 idea that women can be extremely tough and independent whilst also maintaining perfect make-up and wearing impossible shoes- seems to have had some impact on the identities of young women, as well as being very successful within pop culture as an image/ lifestyle idea can be seen as quite prominent today.

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 agree with Gauntlett that younger generations are not threatened by traditional gender roles and are comfortable with social changes. For example, not too long ago there have been some new adverts that show a less traditional view of what goes on in the home such as the Nutella advert which encapsulated a father cooking with his children. This shows that there is a slow decline in the representation of traditional gender roles and more of a shift towards challenging such 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)?

Judith Butler's manifesto for 'gender trouble' the idea that the existing notions of sex, gender and sexuality should be challenged by the 'subversive confusion and proliferation' of the categories which we used to understand them. Therefore the binary opposition should be shattered such as male v females. some advertising such as the sexual charged androgynous imagery promoting the CK one fragrance for a man or a women.' Which remains the viewers of the similarities of genders, hinting that you choice desire over gender. Other ads such as impulse deodorant  and kronenbourg lager  who tease homosexual desire pointing to the audience the unpredictability of sexuality.                                                        

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 inescapable levels of contradiction within popular contradiction within popular media. Although we may begin to blame the media for a certain perspective the truth is that the media culture message cannot be reconciled. For example, its impossible to say that for women's magazines as they carry a participial message because of the enormous range of titles that target a certain array of ideologies and viewpoints.  For example cosmos editor magazine are more interested in maintain coherence and consistency therefore contradictory are by products of the drive of excitement.this is importance as we are no longer singular with our message about the ideal male and female identities instead popular cultures offer a range of stars or characters which we can borrow bits of their public person but are also to embrace ourselves. however, this opens the possibly for gender troubles as identity is not clear cut as it once was and the contradictory message is even more self indistinct (not clear) which could be a good thing for 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?

I believe that the media does reinforce the changing attitudes towards gender and sexuality in society because we see many of these traditional gender roles being challenged today. For example there has been a staggering increase in the LGBTQ community. For example,  men are perceived as more feminine if they are homosexual and this can be reinforced throughout the endless film products created today such as Call Me By Your Name and Love Simon which manifest homosexual protagonists. Therefore, as more and more media products that challenge conventional gender roles are created, society also becomes more and more susceptible, immune and accepting to these changes.