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"?

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

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

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. 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.

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

Traditional attitudes may be scarce amongst the under-30s, but still thrive in the hearts of some over-65s. I think it is a good thing that the media promote liberal values as it creates more inclusivity and normalises different identities in society.

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

In the analysis of men's magazines (chapter eight) they found a lot of signs that the magazines were about men finding a place for themselves in the modern world. The self-help books for men (discussed in chapter ten) also refuted the idea that changing gender

roles had thrown men into crisis.

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.
I think advertising does not reinforce the "conventionally rugged, super-independent, extra-strong macho man and focus on internal male strength and motivation and creating the best version of themselves


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?

The industry support the idea of girl power and empower them through music and magazines. Magazines for young women are emphatic in their determination that women must do their own thing, be themselves, and/or be as outrageously sassy and sexy as possible (see chapter nine).

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 do agree that younger generations are comfortable with social changes and are not threatened by traditional gender roles They have to develop their own language for dealing with sexual inequality, and if they do this through a raunchy language of 'shagging, snogging and having a good time


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)?

Such as the sexually charged but androgynous imagery promoting the CK One fragrance 'for a man or a woman'

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?

Although we may occasionally find ourselves saying that 'the

mass media suggests' a particular perspective or point of view, the truth is that not only is 'the mass media' wildly diverse, but that even quite specific parts of media culture put out a whole spectrum of messages. Contradictions are an inevitable by-product of the drive for multiple

points of excitement, so they rarely bother today's media makers, or indeed their audiences.

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 do think that the media the changing attitudes towards gender and sexuality in society. 

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 hatred or prejudice towards women views. Tate claims to be ‘absolutely a misogynist’. He has stated that women ‘belong in the home’, that they ‘can’t drive’, and believes that in marriage, women are ‘given to the man and belong to the man’.

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

He does posts controversial conversations on social media and In his responses, Tate complains about being taken out of context, repeatedly asks the audience to listen to the whole interview, knowing full well that would increase his engagement on social media.

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

No, many young men don't take Andrew Tate's ideals seriously but see it more as entertainment and not a way of living