Gender, identity and advertising: blog task

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"?

"The traditional view of a woman as a housewife or low-status worker has been kick-boxed out of the picture by the feisty, successful 'girl power' icons. Meanwhile the masculine ideals of absolute toughness, stubborn self-reliance and emotional silence have been shaken by a new emphasis on men's emotions, need for advice, and the problems of masculinity."

He states gender categories have not been shattered, these alternative ideas and images have at least created space for a greater diversity of identities.

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


"Although gender categories have not been shattered, these alternative ideas and images have at least created space for a greater diversity of identities."

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

"Modern media has little time or respect for tradition. The whole idea of traditions comes to seem
quite strange. Why would we want to do the same as previous generations? What's so great about
the past? Popular media fosters the desire to create new modes of life - within the context of

capitalism."

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

Masculinity is simply evolving.

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.

On one hand, men are permitted to have more feminine attributes (much like Eddie Redmayne's gentle public persona), however, it is still met with large scale ridicule and adversity if men are not presented as masculine. For instance, Newt Scamander of Fantastic Beasts offers a caring, smart take on a traditional hero. Because he subverts what audiences are used to in a negative way, they are going to change the main character for someone more conventional in future films. The same can be said for Pirates of the Caribbean as Jack Sparrow must play alongside a traditionally masculine hero in order to be accepted by audiences. 

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?

"Magazines for young women are emphatic in their determination that women must do their own thing, be themselves, and/or be asoutrageously sassy and sexy as possible (see chapter nine)."

"women can be extremely tough and independent whilst also maintaining perfect make-up
and wearing impossible shoes"

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 very much with this as adverts aimed towards younger people tend to be more diverse with gender, sexuality and race.

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)?

CK One fragrance 'for a man or a woman' - it wouldn't matter which of the attractive male or female models you chose to desire.

for Impulse deoderant and Kronenbourg lager - playfully teased heterosexual desires
only to reveal that the lust object was more interested in their own sex

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 reflection of our current values. Whilst values change, certain companies will comply with contemporary values while others remain with the more accepted ideologies. 

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 as the media aims to pander to audiences, therefore they must stay relevant and reflect the changes in thinking.