Gender, identity and advertising: blog tasks

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

The traditional view of a woman as a housewife has been changed in the media to successful 'girl power' icons. Meanwhile the masculine ideals of toughness and emotional silence have been replaced with the new emphasis on men's emotions and the problems with masculinity.

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

Gaunlett suggests that this is due to the social construction of identity today to which there is no escape. 

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

He found that people born in the first half of the twentieth century are more likely to abide by traditional values, therefore would consume more media from magazines such as the cosmopolitan and FHM. In my opinion, times have changed and there are more people who are against liberal values and so this is not the only thing that the media should promote. If we have a society of varied valued then the media should reflect this.

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

He found that in men's magazines they were more concerned abut the treatment of women and living an enjoyable life rather than reverting back to the 'traditional man.' He argues that men's magazines have an obsession with the socially constructed nature of manhood. 

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.

In the advertising campaign for Carolina Herrera fragrances there is a clear example of a domineering, powerful and 'stereotypical' man. This reinforces the gender stereotypes as stated. Contrastingly, in Gillet's advert "Boys will be boys" they defy the norms of male stereotypes and illustrate a more "socially constructed" version of men.

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?

Yes, this is an element of advertising this is prevalent in todays media and what brands use as a method to influence young girls of today that toughness and confidence is not just something that men are able to obtain.

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 partially agree with this statement as we are not able to generalise a singular generation to all have the same values. However it has been proven that the younger generations have more progressive views.

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 uses the example of the CK One Fragrance advert which was "for a man or a woman." This reminded audiences of the similarities between the genders and how stereotypes are less enforced in media. Other ads teased heterosexual desires and showcased 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?

Different advertising campaigns promote different viewpoints depending on its relevance to the product. Some need gender stereotypes in order to reinforce the message.

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 attitudes to sexuality and gender are changing and this is visible within the media.

Media Magazine: Andrew Tate - Masculinity in crisis?

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

Misogyny is the hatred of women and this links to Tate's views of how women belong to men and that there should be an inequality between them.

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

He created "Hustler's University" where students were encouraged to repost clips from Tate's interviews on social media. They were told that "attracting comments and controversy is the key to success."

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

Yes, he believes that men's power over women is under attack and therefore masculinity as a whole is being lost in society.