Advertising: David Gauntlett and masculinity

 David Gauntlett: academic reading

1) What examples does Gauntlett provide of the "decline of tradition"?

.Women are no longer seen as housewives or low status workers

.Focus on men's emotions, need for advice and problems with masculinity instead of ideas of toughness, stubborn self-reliance and emotional silence.

.The whole idea of "tradition" in modern media seems strange and unwanted

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

He suggests that the media such as TV 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 ways of living which they imply. And that we lap up this material because the social construction of identity today is the knowing social construction of identity.

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

People in the older generations are less accepting and open to the idea of freedom, whilst younger generations are more accepting and more against the ideas of "tradition".

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

He suggests that masculinity is socially constructed so it can not be in a "crisis". Instead men are failing to accept that traditional views and values are changing and are struggling to adapt to the changes due to their own idea of what a "man" should be like.

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, it does and it encourages the ideology that women can do anything prominent in the media.

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?

It does prove evidence to support the idea of 'girl power'. In today's culture, if advertisements were to present women in an inferior way or 'traditional' way, the company would get'cancelled' and severely criticised so typically they follow what is currently trending in the media.

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?

Yes because younger generations are more active and influenced by the media, and since non traditional gender roles are being promoted the idea of being a traditional man or woman wouldn't be acknowledged in their growing. However, if in their homes that is what they are taught, strictly, then typically they would aim to be more traditional.

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 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 wouldnt matter which of the attractive model or female models you chose to desire.

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?

Popular culture offers a range of stars, icons and characters from whom we can acceptably borrow bits and pieces from their public persona for use in our own.

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? 

Yes it does as the media often promotes changing attitudes towards gender and sexuality because of the leading ideology that being 'traditional' is draining and is not for everyone.

Media Magazine: Andrew Tate - Masculinity in crisis?

1) What is misogyny and how does it link to Andrew Tate?

Misogyny is in =grained prejudice towards women and it links to Andrew Tate because he promotes these attitudes towards women in his podcast, influencing men to believe that women are the enemy.

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

He accuses people of misinterpreting his words and encourages them to watch his entire podcast in order to increase his media  interactions.

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

There isn't a crisis, i think it further proves his view that masculinity is just evolving and men are struggling to understand that and adjust  so instead, they're finding anything to justify their ignorance.