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 themes include fluidity of identities, the decline of tradition, the knowing construction of
identity, the idea of 'role models', masculinity in (possible) crisis, 'girl power', popular feminism,
diversity of sexualities, gender trouble, media power, contradictions and change.
2) How does Gauntlett suggest the media influences the way we construct our own identities?
Gauntlett suggestion that media changing our influences by showing us the stereotypical views of women on adverts and TV show theses create a message for the audience and people have a view some women in specific.
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, for example (see chapters one and four). Traditional attitudes may be scarce amongst the under-30s, but still thrive in the hearts of some over-65s. We cannot help but notice, of course, that older people are also unlikely to be consumers of magazines like Cosmopolitan, More or FHM, and are not a key audience for today's pop music sensations.
4) Why does Gauntlett suggest that masculinity is NOT in crisis?
We saw in chapter one that contemporary masculinity 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. In the analysis of men's magazines (chapter eight) we found a lot of signs that the magazines were about men finding a place for themselves in the modern world. These lifestyle publications were perpetually concerned with how to treat women, have a good relationship, and live an enjoyable life. Rather than being a return to essentialism - i.e. the idea of a traditional 'real' man, as biology and destiny 'intended' I argued that men's magazines have an almost obsessive relationship with the socially constructed nature of manhood.
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.
Images of the conventionally rugged, super- independent, extra-strong macho man still circulate in popular culture. And as incitements for women to fulfil any role proliferate, conventional masculinity is increasingly exposed as tediously monolithic. In contrast with women's 'you can be anything' ethos, the identities promoted to men are relatively constrained. We noted evidence in chapter one that, whilst young females are taking to the full spectrum of school subjects and jobs, their male counterparts still generally avoid subjects and work that they see as 'female'. These things are continually crumbling, though. It is worth remembering, as we noted in chapter four, that even that archetype of masculine strength and independence, James Bond, cannot be too hard and self-reliant in today's Bond movies without being criticised for it by another character.
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 obvious developments in recent pop culture has been the emergence of the icons and rhetoric of 'girl power', a phrase slapped into mainstream culture by the Spice Girls and subsequently incorporated into the language of government bodies as well as journalists, educationalists, culture critics, and pop fans themselves. Magazines for young women are emphatic in their determination that women must do their own thing, be themselves, and/or be as outrageously sassy and sexy as possible (see chapter nine). Several recent movies have featured self- confident, tough, intelligent female lead characters (chapter four).
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?
i do agree because the discourses of 'girl power' are today's most prominent expressions of what Angela McRobbie calls 'popular feminism' - the mainstream interpretation of feminism which is a strong element of modern pop culture even though it might not actually answer to the 'feminist' label. Popular feminism is like a radio-friendly remix of a multi-layered song, with the most exciting bits sampled, and some of the denser stuff left out.
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)?
Butler, as we noted, did not make direct reference to the mass media, but it seems obvious that if there is to be a major proliferation of images in the public eye, then the media must play a central role. To date, there have only been a relatively small amount of media representations fitting the Butler bill. Some advertising - such as 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 which of the attractive male 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?
Advertising exemplifies the 'contradictory elements' in mass media discussed by David Gauntlett by simultaneously reinforcing and challenging gender stereotypes. On one hand, many advertisements perpetuate traditional gender roles, depicting men as assertive and dominant and women as nurturing and concerned with beauty, thus upholding conventional norms. On the other hand, there is a growing trend in advertising to depict men and women in diverse, non-traditional roles, and to promote messages of gender equality and empowerment.
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 with Gauntlett's assertion that media plays a significant role in reflecting and reinforcing changing attitudes towards gender and sexuality in society. Media, including advertising, television, film, and social platforms, has a profound influence on societal norms and individual identities. As media content becomes more diverse and inclusive, it contributes to a broader acceptance and understanding of fluid and non-traditional gender identities and sexual orientations.
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 or prejudice against women, and it is linked to Andrew Tate through his controversial statements and behaviors that many interpret as promoting such attitudes.
2) How does the article suggest Andrew Tate used social media to build up his reputation and following?
His followers at Hustler’s University, some as young as 13, were encouraged to repackage and repost clips from Tate’s interviews, often where he’s saying some of the most incendiary comments, in order to drive engagement. The Guardian tells us that ‘Hustler’s University ‘students’ are told that attracting ‘comments and controversy’ is the key to success:
3) Does Andrew Tate's popularity suggest there is in fact a 'crisis in masculinity' - disagreeing with David Gauntlett's view?
Andrew Tate's popularity could be seen as indicative of a 'crisis in masculinity,' as it reflects a segment of men seeking assertive and traditional masculine ideals, potentially disagreeing with David Gauntlett's view on the fluidity and evolving nature of modern masculinity.
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