Gender, identity and advertising: blog tasks

1) What examples does Gauntlett provide of the "decline of tradition"?

David Gauntlett suggests that the media in today's world has little respect for tradition. He provides examples ie capitalism, Gauntlett suggests that whether one is happy with capitalism or not it must surely be considered good if media in today's world is encouraging the overthrow of traditions which have kept people in place.

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

Gauntlett suggests that through the purchase of magazines for example our identity becomes constructed through tools provided by this media text. This ideology of tools is then explained as one set of tools can be bad to a person but good to another referring to a media text. Moreover,  magazines are used to promote self-confidence, media such as television, pop songs, adverts and movies provide numerous amounts of guidance as they can show one how to live or how to act therefore continuing to construct our identities.

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

He suggests that people born in the first half of the 20th century are less open and accepting of homosexuality and people who live together but are not married which contrasts to their younger counterparts as seen through the quote "Traditional attitudes are scarce amongst the under-30s". Moreover, regarding generational differences he states that older people are more unlikely to consume magazines such as Cosmopolitan, FHM etc. Older people also tend to not listen to pop music as they are not a key audience. David Gauntlett suggests that due to the media in the modern world becoming more liberal conservative attitudes may begin to "die out" or fade out of existence.

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

He argues that masculinity is not in crisis but instead he argues that that men's magazines have an obsessive relationship with the socially constructed nature of manhood. Certain gaps in a person's attempt to generate a masculine image are humorous as suggested by Gauntlett. He says that although men are confused about what their role is today after analysing some magazines he states that men are actually trying to find a place for themselves rather than being a return to essentialism which is the idea of a traditional man as biology intended.

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.

David suggests that advertising still reinforces the idea of a macho man who is extra-strong and super-independent however he then states that male counterparts to female students generally avoid subjects that are seen as "female", he then provides the example of James Bond where James is presented as the peak of masculine strength and independence. This is contrasted by womens "you can do anything ethos" however men today are relatively restrained to their stereotypes.

 
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 that advertising in general supports the overall idea of "Girl Power" by using females in order to promote self confidence for example dove adverts however there are some other adverts for example the beach body protein advert which over sexualises and objectifies women in order to sell a product which negates the idea of girl power. 

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 his argument as I believe that younger generations in comparison to their older counterparts are much more lenient with gender roles and tend to create or divert from traditional gender roles and are much more comfortable with social changes. Most adverts in modern media tend to emphasise masculine and feminine traits for example perfume adverts however more adverts now tend to be more open to other gender identities.

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)?

 

One example would be the sexually charged but androgynous imagery which is promoted through CK one fragrance which had the tagline "for a man or a woman" implying that it wouldn't matter which of the attractive male or female models you chose to desire.

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 is a good example of 'contradictory elements' because Gauntlett says that we no longer get straightforward messages about ideal types of male and female identities but rather we are offered a range of public icons, stars, characters (links to uses and gratifications) from whom we can use to construct our identities/persona. These identities are constantly evolving (Gauntletts Idea that things change over time) for example masculine identities which were portrayed in the 1960s are no longer the same masculine identities which are portrayed in modern media. Gender fluidity is more common and a wide array of identities are available for people to chose from which is contradictory as before technology and social media there were less identities available to chose from.

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?

We as a society have become more liberal and open to change and more importantly more people now in social media and the modern realm are challenging stereotypical identities and genders/sexuality's as seen by those who are gender fluid, those who identify as homosexual ect. I believe that the media has played a huge rule in reinforcing these changing identities/attitudes as whenever a dominant masculine energy is presented for example if the score cream advert was to go viral and be re-released today it would quickly become cancelled. Gauntlett suggested the idea that there are generational differences and this can be seen through the fact that older people are less accepting of homosexual identities whereas younger people are more open to change.

1) What is misogyny and how does it link to Andrew Tate?

Misogyny is seen as the act of hatred towards women commonly by men, this links to Andrew Tate as in the article it is stated that Tate claims he is "absolutely a misogynist". Moreover, he has said many controversial claims for example that women belong in the home, the kitchen ect which has been seen as misogyny by many people.

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

By continuing to say controversial claims and due to the constant amount of backlash he has received, this has enabled him to grow a huge following and enabled him to build up his reputation. 

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

Andrew Tates main mission or goal is to reintroduced masculine traits which have faded over recent years due to more people becoming liberal and more open to change and challenging attitudes/identities. Although some of his comments contain misogyny and perhaps he isn't able to word his sentences properly but regardless his messages prove that masculinity is in fact in crisis as men are becoming less of men today and are becoming lost and unaware of what they should do which in Andrew Tates words is to provide for their family, be strong and independent.