David Gauntlett: Media, Gender and Identity

Gender, identity and advertising: blog tasks

David Gauntlett: academic reading

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

that the new representation of the successful "girl power" icons has altered the conventional views of women as housewives or low-status individuals.

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

Media of many kinds shows us several lives that we could choose for our own.

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

It's a bad thing because he implies that the older, narrow-minded traditionalists of the future may be the youthful, post-traditionalist men and women of today. imply that older individuals will have a retroactive mindset.

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

Today's men are developing new identities, perhaps thanks to the media.

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.

Advertisements continue to promote and challenge these male preconceptions.  Some advertisements will portray males as superior and in charge by baring their bodies, implying that they feel pressure to seem "macho" and physically fit.

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'd argue that these days, the media does favor strong women, girl power, and all those other things. We can see this in the music that celebrates the strength of women, as well as in the advertising that try to persuade women to enlist by featuring women in the military.

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?

They are allowed to have their own identity and are encouraged to be who or what they want to be, so I agree with the statement. These beliefs are reinforced by advertising. Men are portrayed in magazines as being more useful and considerate lovers, healthy and stylish, etc. 

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)?

We can examine the CK One perfume, which is described as being "for a man or a woman," and see how it is irrelevant whatever models you select or 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 makes an effort to maintain the audience's sense of freedom, but it also perpetuates some preconceptions.

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?

They are allowed to have their own identity and are encouraged to be who or what they want to be, so I agree with the statement. These beliefs are reinforced by advertising. Men are portrayed in magazines as being more useful and considerate lovers, healthy and stylish, etc. 

Media Magazine: Andrew Tate - Masculinity in crisis?

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

Hatred, disrespect, or prejudice against women are all examples of misogyny. It is a sort of misogyny that keeps women in socially inferior positions to men, upholding patriarchal societal norms.

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

He has made a number of contentious comments on social media that have garnered attention both positive and negative and have helped him gain popularity worldwide as people share his content, whether they do so to love it or hate it. He also tells people to "watch the full video" so they can learn the "true story," which increases their interest in him and the amount of time they spend watching it.

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

Because of Andrew Tate's popularity, young, impressionable guys are being influenced by his themes of misogyny, racism, and homophobia.