Gender, identity and advertising
Gender, identity and advertising: blog tasks
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"?
He suggested that 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.
1) What examples does Gauntlett provide of the "decline of tradition"?
He suggested that 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?
Gauntlett suggests that Modern Western societies do not leave individuals in any doubt that they need to make choices of identity and lifestyle - even if their preferred options are rather obvious and conventional ones, or are limited due to lack of financial (or cultural) resources.
Gauntlett suggests that Modern Western societies do not leave individuals in any doubt that they need to make choices of identity and lifestyle - even if their preferred options are rather obvious and conventional ones, or are limited due to lack of financial (or cultural) resources.
3) What does Gauntlett suggest regarding generational differences? Is it a good thing that the media seems to promote modern liberal values?
Surveys have found that 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,
Surveys have found that 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,
4) Why does Gauntlett suggest that masculinity is NOT in crisis?
Gauntlett had different views on masculinity such as that it is often said to be 'in crisis'; as women become increasingly assertive and successful, apparently triumphing in all roles, men are said to be anxious and confused about what their role is today.
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.
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?
One of the most visible developments in recent pop culture has been the emergence of 'girl power' icons and rhetoric, a phrase that was created by the Spice Girls and later adopted by government bodies, journalists, educationalists, culture critics, and pop fans themselves. Magazines for young women emphasize that women must do their own thing, be themselves, and/or be as outrageously sassy and sexy as possible.
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?
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)?
The idea that the existing notions of sex, gender and sexuality should be challenged by the 'subversive confusion and proliferation' of the categories which we use to understand them. This is communicated through some adverts like the sexually charged but androgynous imagery promoting the CK One fragrance 'for a man or a woman' had reminded viewers of the similarity of genders, hinting
that it wouldn't matter who you are attracted to. The Impulse deodorant and Kroonenberg lager also show hints towards homosexuality where they make the audience question their unpredictability sexuality.
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?
One of the most visible developments in recent pop culture has been the emergence of 'girl power' icons and rhetoric, a phrase that was created by the Spice Girls and later adopted by government bodies, journalists, educationalists, culture critics, and pop fans themselves. Magazines for young women emphasize that women must do their own thing, be themselves, and/or be as outrageously sassy and sexy as possible.
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?
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)?
The idea that the existing notions of sex, gender and sexuality should be challenged by the 'subversive confusion and proliferation' of the categories which we use to understand them. This is communicated through some adverts like the sexually charged but androgynous imagery promoting the CK One fragrance 'for a man or a woman' had reminded viewers of the similarity of genders, hinting
that it wouldn't matter who you are attracted to. The Impulse deodorant and Kroonenberg lager also show hints towards homosexuality where they make the audience question their unpredictability sexuality.
The contradictory elements are important because the multiple messages contribute to the perception of an open realm of possibilities. In contrast with the past - or the modern popular view of the past - we no longer get singular, straightforward messages about ideal types of male and female identities.
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?
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 and discrimination towards women. This can link to Andrew Tate as he has a strong belief towards traditional roles of women as housewives and objects.
2) How does the article suggest Andrew Tate used social media to build up his reputation and following?
One of the most revealing ways to look at Tate is to juxtapose how he presents himself in two forms
of media. Firstly, his recent interview on the Piers Morgan Uncensored show. Morgan does a good job of holding Tate’s feet to the fire. Morgan plays him a clip of him saying ‘I think my sister is her husband’s property’ and asks him if he believes this statement. 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?
Andrew Tate's ideologies may disagree with Gauntlett when he believes masculinity is, in fact, in crisis. He stalks about how men should take up hyper masculinity, normalising their 'dominant self' like they traditionally use to do in the past.
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