Advertising: David Gauntlett and masculinity

David Gauntlett: academic reading

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"?

• Women no longer being expected to stay at home as housewives.

• Men not always being seen as the sole breadwinner.

• Greater acceptance of women having careers and independence.

• More open attitudes toward sexuality and non-traditional relationships.

• Media showing women in positions of power and leadership.

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

He displays that media provides tools and resources that allow people to construct their meanings and identites 

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

Gauntlett suggests younger generations are generally more comfortable with changing gender roles.This is a good thing because it allows people to choose their own identity and feel a sense of freedom.

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

He suggests that masculinity is not in crisis because masculinity has always changed overtime,media shapes multiple forms of masculinity,men have more ways to shape their masculinity.

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.

Advertising sometimes reinforces traditional masculinity stereotypes but also challenges it due to there being changing ambitions which allows there to be a positive masculinity effect.

Examples reinforcing traditional masculinity

• Gillette razor ads (earlier campaigns) focusing on strength and dominance.

• Car adverts often showing men as powerful, independent drivers.

Examples challenging this stereotype

• Gillette’s “The Best Men Can Be” campaign, which encouraged men to challenge toxic masculinity.

• Dove Men+Care, portraying men as caring fathers.

 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?

Advertising sometimes creates a sense of 'girl power' due to the impact of feminism however in media today there are still senses of products reinforcing traditional female stereotypes.

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 both agree and disagree with his statement:

Agree:

• Gender-neutral fashion campaigns

• Male makeup adverts

• Ads showing fathers doing childcare

Disagree:

• Influencers promoting hyper-masculinity

• Ads still reinforcing beauty pressures on women

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 displays that Judith Butler’s idea that gender is something we “perform” rather than something fixed.Advertising products represent this through men using beauty products.

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 both reinforces and challenges gender stereotypes through the way a product needs to be promoted.This is because some products are seen as male dominated or female dominated which displays how a gender needs to be represented.

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 nowerdays the media decreases the effect of traditional gender and it has greated the idea that people are able to become much more gender fluid.This is because nowerdays we as people are moving into a postmodern society which allows us to explore our own genders and be whatever we want to be.


Media Magazine: Andrew Tate - Masculinity in crisis?

Now read 'Tate Crime' - Media Magazine's analysis of the rise of online influencer Andrew Tate. You can find this in MM83 (p6) in our Media Magazine archive. Answer the following questions:

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

Misogyny refers to hatred, dislike, or prejudice against women.This links to andrew tate because he has made controversial statements about women.

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

He has built his platform through social media such as tiktok,youtube,instagram

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

His popularity displays that there is not a crisis in masculinity because andrew tate represents men in a positive manner.