Gender, identity and advertising

 Gender, identity and advertising

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. 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?

Popular media fosters the desire to create new modes of life - within the context of

capitalism. Whether one is happy with capitalism, or seeks its demise, it must surely be considered

good if modern media is encouraging the overthrow of traditions which kept people within limiting

compartments.

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

There are some generational differences which tend to cut across these discussions. 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?

Though it is frequently said that masculinity is "in crisis," Gauntlett holds opposite views. Women are perceived as being more assertive and successful, while males are reported to be worried and doubtful of their current roles. Men's emphasis on self-worth and self-care to shift from sexualized perceptions of themselves is only emphasised by this distinction.

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 believe that some advertisements, such as those for men's grooming products like Gillette's "the best a man can get" and Old Spice, still promote the concept that men should be powerful, assertive, and in charge of their lives. However, the Dove commercial that features the phrase "feeling comfortable in your own skin" subverts this notion and draws a connection to Gauntlets' theory that gender is flexible and that men's identities evolve over time.

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 Spice Girls introduced the concept of "girl power" and its associated symbols into popular culture. Since then, government agencies, educators, pop culture critics, journalists, and even fans of the music have adopted this word. The advertisements show how, in order to gain the attention of a more conventional and older audience, primitive assumptions are nonetheless occasionally maintained.

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?

Due to the abundance of social media platforms that allow them to communicate their views and feelings with the world, younger generations are probably not impacted by traditional gender norms.
It's possible that the vocabulary that women have created to address sexual inequality is similar to the early writings' sexually explicit manifestos. Everyone aspires to create their own personality and way of life while adhering to and honouring feminism. Nonetheless, it is quite probable that individuals who are surrounded by culture and family that enforce these roles will be influenced by historical gender norms. Growing up with this can instill it in a child's psyche and cause them to develop this thinking.

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)?

Advertising had reminded viewers of the similarity of genders by indicating that it wouldn't matter who of the attractive male or female models you chose to pursue. An example of this was the sexually charged yet androgynous imagery promoting the CK One fragrance, which was meant to be worn by both sexes. Other advertisements (like those for Kronenbourg beer and Impulse deoderant) subtly alluded to heterosexual wants before revealing that the object of desire was more interested in their own sex, highlighting the unpredictability of sexualities.

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?
While we may sometimes hear ourselves claim that 'the mass media suggests' a certain viewpoint, the reality is that not only is 'the mass media' extremely diverse, but even very specific segments of media culture present a wide range of messages that are incompatible. Women's periodicals, for example, target an equally varied spectrum of female audiences, so it is hard to conclude that they always convey a certain message. Moreover, a single publication will feature a variety of opinions.

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 my opinion, the younger generation's perceptions of shifting societal attitudes about gender and sexuality are greatly influenced by the media. As long as liberal principles are preserved in society, changes will never stop. The idea that one's sexual orientation and gender play a part in creating their own identity will always be relevant, even with the emergence of fresh perspectives on the subject. The way individuals identify themselves online may also be influenced by factors such as culture, family, environment, and way of life.

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 of, contempt for, or prejudice against women or girls. It links to Andrew Tate as he has made misogynist comments. He even claims to be ‘absolutely a misogynist’.

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

Although Andrew Tate doesn't identify as misogynistic at all, he says misogynistic things on social media to attract more attention. This only serves to highlight the hypocrite side of him, which is defended by a large number of supporters of his beliefs and deeds in real life on the internet. In an interview with Piers Morgan Uncensored, he discussed one of Tate's films in which he stated, "I believe my sister is her husband's property." In response, Andrew says that the video was taken out of context and that viewers should watch the entire thing. He also disputes this claim. His sole intention was to garner more attention from those who truly watched his movies in order to increase his level of publicity.

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

According to Andrew Tate, men should embrace hypermasculine behaviour instead of believing that masculinity is in crisis. He also believes that men should be dominant because it is the norm for men to be in positions of power and that liberal values threaten men's place in society when men are rightfully based in positions of power and must uphold these specific values and characteristics of hypermasculine behaviour.