Gauntlett and Masculinity

 Gender, identity and advertising: blog tasks

David Gauntlett: academic reading

Read this extract from Media, Gender and Identity by David Gaauntlett. 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"?

Gauntlett mentions more women in strong roles and men shown as emotional or caring less traditional gender roles in TV, film, and ads.

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

He says media gives people “tools” or ideas to help build their own identity, especially through role models.

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

Younger people accept modern values like equality more easily. Gauntlett sees this as a good thing.

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

He argues masculinity is not in crisis, men are just adapting to change by exploring new emotions.

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.

 Some ads still use the conventional rugged man (e.g. Old Spice), but others show sensitive, caring men (e.g. Dove Men+Care).

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?

 Some ads support it (e.g. Nike women’s ads, Dove’s “Real Beauty”), but many still show women as pretty or passive.

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?

Gauntlett says young people are fine with change. Ads like Gillette’s “The Best Men Can Be” support this, though some older ads still show old 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)?

He uses ads that show gender as performance, like women being strong or men showing feelings, linking to Judith Butler.

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?

Ads often show both new and old gender ideas. One ad may show female power; another shows women as objects.

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 agree media does reflect changing ideas about gender and sexuality, but not always consistently.

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 means hatred or dislike of women. Andrew Tate spreads misogynistic ideas, like saying women are men’s property and shouldn’t go out or have freedom. His views clearly show a deep disrespect for women.

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

Tate got fans to repost his most shocking clips to get more views and followers. He made people argue online on purpose to gain attention and used platforms like TikTok, Twitter, and YouTube to grow his image.

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

Yes, it could suggest a crisis. Tate attracts boys who feel powerless and confused about what it means to be a man. That shows some young men are turning to harmful role models, which goes against Gauntlett’s idea that masculinity is simply changing, not in crisis.