Gauntlett and Masculinity

Gender, identity and advertising: blog task

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

Gauntlett refers to the old myths and customs that were associated with men and women twenty or thirty years ago, and how they have drastically changed. In contrast to the conventional image of women as merely housewives and low-status jobs, the media today emphasises their independence, achievement, and strength.

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

The media offers some of the methods we can use to build our identities consciously.

3) What does Gauntlett suggest regarding generational differences?

Since the 1960s, the mass media has become more liberal and significantly more challenging to conventional norms, reflecting shifting views as well as the media consciously disseminating new values.

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

Some might claim that masculinity is not in crisis since men are already portrayed in the media as "macho and powerful." Others, however, may remain perplexed.

5) Does advertising still reinforce the "conventionally rugged, super-independent, extra-strong macho man" that Gauntlett discusses?

Men in films are seen as macho when battling and driving fast cars, and modern advertisement promotes these stereotypes.

6) Gauntlett discusses the idea of 'girl power' and offers examples from music and film.

Due to their target demographic, some smaller businesses may also feature stereotypical stereotypes of men and women. For example, if they target a 60+ age group, those respondents might already be playing the same gender roles they did when they were younger and would prefer to see their own lives mirrored in those advertisements.

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?

Young people are more active readers, while older generations were predominantly passive readers, meaning they did not deny or challenge any knowledge provided to them; however, modern generations, as active users of the material they get, like to question what they ingest before endorsing it.

8) What examples from advertising does Gauntlett provide for the changing nature of gender in society?

Such advertisements, such as the sexually charged yet androgynous imagery marketing the CK One fragrance 'for a man or a woman,' reminded audiences of gender similarities, implying that it didn't matter which of the glamorous male or female models you desired.

9) Why is advertising such a good example of the 'contradictory elements' that Gauntlett discusses with regards to the mass media?

Media provides us with a variety of  personalities from which we can acceptably steal bits and pieces of their public image for use of our own. Advertising that portrays and depicts women as strong and subversive will help transform the attitudes about women and help create a difference in the minds of many, including many with very misogynistic minds.

10) Finally, Gauntlett makes a clear case that things change and modern identities are increasingly fluid. 

When ideologies become more complex, the media passively promotes gender identities without the viewer realising it. They tend to be more identity flexible in order to reach more viewers, and in the end, all of this would be more lucrative for advertisers.