Advertising: David Gauntlett and masculinity

 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"?

"Twenty or thirty years ago,

analysis of popular media often told researchers that mainstream culture was a backwards-looking

force, resistant to social change and trying to push people back into traditional categories. Today, it

seems more appropriate to emphasise that, within limits, the mass media is a force for change. 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."

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

"Magazines, bought on one

level for a quick fix of glossy entertainment, promote self-confidence (even if they partly undermine

it, for some readers, at the same time) and provide information about sex, relationships and

lifestyles which can be put to a variety of uses. Television programmes, pop songs, adverts, movies

and the internet all also provide numerous kinds of 'guidance' - not necessarily in the obvious form

of advice-giving, but in the myriad suggestions of ways of living which they imply."

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

"people born in the first half of the twentieth century are less tolerant of homosexuality,

and less sympathetic to unmarried couples living together, than their younger counterparts". i dont think its good as people should have the ability to see  and hear whatever they want to hear and not be dictated through the decisions of the media and what they think is right to show.

4) Why does Gauntlett suggest that masculinity is NOT in crisis?
The modern representations of men and how "finding a place for themselves in the modern world" is a good thing.
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.
Yes, advertising still clearly reinforces this. And example of this is the old spice adverts, highlighting an idea of female gaze on a dominant male. An example that disagrees with this however can be Doves advertisements highlighting men needing to be comfortable in their own skin.
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?
Media nowadays provides good evidence to support the idea of girl power. An example of  this are the recent movies with female leads, such as Captain Marvel.
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 that generations are not threatened, i believe that everyone gets a say in what they want to be and can do whatever they want to do.

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)?
Impulse deoderant and Kronenbourg lager
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 used nowadays to highlight that everyone should accept everyone through discussions about diversity, whereas some enforce how men need to stay strong.
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. This is due to how as time progresses, more and more pieces of media become more and more accepting.

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?

A disliking or prejudice to women, Andrew Tate links heavily to this due to his comments about male superiority compared to women.

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

Uploading podcasts expressing his feelings and beliefs where people also started to follow along.

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

I like to see it as more of a phase than a crisis due to his following significantly decreasing in the last year and also his detaining by romanian police for over a month.