Advertising: Gauntlett & Masculinity

 David Gauntlett: academic reading

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

The emphasis on women being successful, independent, and powerful has today knocked away the stereotype of a woman as a housewife or low-status worker. Meanwhile, hardness ideas that are typical of men.

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

Advertising in the UK during the post-World War II era reaffirmed the notion that a woman belonged in the kitchen. Women were to continue to be subordinate to men and "help the guy in his endeavours."

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

modern post-traditionalists might be old-fashioned and closed-minded like the older generations.

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

Men are believed to be nervous and uncertain about what their place is in the modern world as women become more assertive and accomplished, seemingly succeeding in all roles. Gauntlett discovered in his examination of men's magazines that they demonstrated indicators of males finding their place in the contemporary world.

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. Some advertisements, however, challenge these preconceptions by using male models to demonstrate makeup. 

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?

By highlighting the fact that women may succeed in life without the assistance of men and that they can be strong, independent women, advertisements support 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?

The more important observation, however, might be that sexism has changed from being an expression of an important and serious ideology in the past to being a tool for making silly jokes in the present. These magazines are not entirely anti-sexist, and there is a legitimate worry that ignorant readers will take "joke sexism" literally.

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)?

It doesn't matter which of the gorgeous male or female role models you choose to desire, according to the CK One fragrance, which is marketed as being for a guy or woman. Several advertisements, like those for  lager and impulse deodorant, teased audiences with heterosexual desire before revealing that the lust object was more interested in their own sex, emphasising to their audiences the unpredictable nature 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?

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?

Humans are evolving and creating new identities that are organised around the modern world's new social structure, where the definitions of gender, sexuality, and identity are becoming more fluid. Various facets of popular media might support or obstruct these modern reorientation processes. According to some detractors, the media ought to provide dependable role models and comforting certainties.

Media Magazine: Andrew Tate - Masculinity in crisis?

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

Hatred or prejudice against women is known as misogyny. It is a sort of sexism that maintains women's inferior social standing to men. This relates to Andrew Tate, who has admitted to being a misogynist, has the views that women should stay at home, shouldn't be allowed to drive, and should be "given to the man and belong to the man" upon marriage.

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

Tate made contentious comments on social media, garnering attention and views that drew viewers to learn more about him. The advises him to urge others to watch the entire interviews rather than just the snippet, well aware that doing so will simply draw more attention to him.

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.