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"? The rise of feminist and queer perspectives in popular culture as in recent years, feminist and queer perspectives have become more visible in mainstream media, challenging traditional gender roles and representations. The rise of online communities and social media as the rapid increase in online communities and social media platforms have provided spaces for people to connect and express themselves in new and creative ways, challenging traditional gender roles and identities.
2) How does Gauntlett suggest the media influences the way we construct our own identities?
Providing us with models of identity as Media representations of gender, race, sexuality, and other aspects of identity provide us with models of what it means to be a certain type of person and offering us tools for identity construction which can be seen due to a large number of such as social media and offer us new tools for constructing our identities and presenting ourselves to others.
3) What does Gauntlett suggest regarding generational differences? Is it a good thing that the media seems to promote modern liberal values?
He acknowledges that changes in media and cultural trends can shape the way people of different generations construct their identities. Gauntlett believes that the promotion of modern liberal values in isn't good or bad but he instead emphasises the importance of critical engagement with media messages and the need for individuals to actively question and challenge dominant cultural narratives.
4) Why does Gauntlett suggest that masculinity is NOT in crisis? David Gauntlett's argument that masculinity is not in crisis is based on his observation that while there are certainly challenges facing men and boys in modern society, these challenges do not necessarily indicate a crisis of masculinity as a whole. Instead, Gauntlett suggests that masculinity is constantly evolving and adapting to changing social, economic, and cultural conditions.
5) Does adverti sing 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. It is true that advertising has historically reinforced traditional gender roles and stereotypes, including the idea of the "conventionally rugged, super-independent, extra-strong macho man" While there has been some progress in recent years towards breaking down gender stereotypes in advertising, many ads still rely on gendered imagery and language that reinforces traditional gender roles. For example, many ads for men's grooming products, sports equipment, and cars often depict men as rugged, independent, and tough. It is worth noting, however, that there has been a growing pushback against gender stereotypes in advertising, and many brands are actively working to promote more inclusive and diverse representations of gender in their ads.
The advertising industry is complex and multifaceted, and it is possible to find examples of both traditional and progressive representations of gender in advertising. While some advertising may reinforce traditional gender roles and stereotypes, there are also examples of advertising that challenge these norms and promote more empowering representations of women and girls.
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?
Advertising can provide evidence to support this idea, as there are many examples of advertisements that challenge traditional gender roles and promote more progressive representations of gender. For example, some advertising campaigns have featured diverse and inclusive representations of gender, with men and women depicted in non-stereotypical roles and breaking free of traditional gender norms. These types of campaigns can be seen as reflecting the changing attitudes of younger generations towards gender and challenging traditional gender roles.
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)?
-Calvin Klein ads: In the 1990s, Calvin Klein ads featured models, who were dressed in gender-neutral clothing and were not clearly identifiable as male or female. This challenged traditional gender norms and reflected a growing cultural interest in blurring gender boundaries.
-Diesel ads: Diesel's "Be Stupid" ad campaign challenged traditional ideas of masculinity by promoting a more playful and creative approach to gender. The campaign featured men and women engaging in non-stereotypical activities and breaking free of traditional gender roles.
-Axe ads: In contrast to traditional depictions of men in advertising, Axe's "Find Your Magic" campaign encouraged men to embrace their individuality and reject traditional gender norms. The campaign featured men of different ages, races, and body types, challenging traditional ideas of what it means to be a "real" man.
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?
On the one hand, advertising has a long history of reinforcing gender stereotypes and promoting traditional gender roles. For example, advertisements have often presented women as passive and objectified objects of male desire, while men are portrayed as strong, independent, and dominant. This type of advertising can reinforce harmful gender norms and contribute to social inequality. On the other hand, there are also examples of advertising that challenge traditional gender roles and promote more empowering representations of women and girls. For example, some advertising campaigns have featured strong and independent female characters who challenge traditional gender roles and stereotypes. These campaigns can be seen as contributing to the idea of 'girl power' and promoting a more inclusive and equitable society.
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?
In terms of advertising and media from traditional outlets such as television, I agree that the media is reinforcing the changing attitudes towards gender and sexuality to an extent. There is no denying from any standpoint that compared to 60 years ago, a prime example of this being the Score Hair Cream advert, the attitudes of towards gender, in particular gender stereotypes, and sexuality have changed for the better. However, there is also no denying that the media has also used traditional gender stereotypes to advertise their products i.e. the Beach Bodies advert. This is only looking at just advertising and television. In terms of newer sources of media such as social media, it can be greatly agreed that it does reinforces the changing attitudes. This is evident as social media and technology has given viewers the tools in order to express themselves and their attitudes towards their own gender and sexuality.
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 is the hatred, dislike, or contempt of women or girls. It is often expressed through discriminatory or violent behaviour, as well as through the reinforcement of gender stereotypes and traditional gender roles. He has faced criticism for his comments and actions that have been deemed misogynistic, including making derogatory remarks about women on social media, promoting violence against women, and engaging in behaviour that has been described as abusive.
2) How does the article suggest Andrew Tate used social media to build up his reputation and following?
Andrew Tate used social media, specifically TikTok and Twitter, to build up his reputation and following by engaging in controversial and provocative behaviour. Tate has also used social media to promote his career as a kick-boxer and to build up his personal brand. He has a significant following on social media platforms such as Instagram, where he has posted images and videos of his workouts, training sessions, and fights. He has also used social media, such as discord, to promote his own training programs and merchandise, which has helped him to monetise his online following.
3) Does Andrew Tate's popularity suggest there is in fact a 'crisis in masculinity' - disagreeing with David Gauntlett's view?
Andrew Tate's popularity does not necessarily suggest that there is a 'crisis in masculinity' and does not necessarily disagree with David Gauntlett's view. While Tate's behaviour may be seen as an expression of traditional masculine norms, his actions have also been criticised as being harmful and and enabler of misogyny and violence against women. It is important to note that Tate's popularity is not representative of all men or all expressions of masculinity. Many men reject the harmful and oppressive aspects of traditional masculinity and while some men may feel threatened or insecure by changing gender roles and social norms, this does not necessarily mean that there is a 'crisis in masculinity.'
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