Advertising: Gauntlett & Masculinity

David Gauntlett: academic reading

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

Today the traditional view of a woman as a housewife or low-status worker have been kick-boxed out of the picture by the emphasis that women are successful, independent and powerful. Meanwhile the masculine ideologies of toughness, stubborn self-reliance and emotional silence have taken a new form of 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?

Since the social world is no longer confident in its traditions, every approach to life, whether seemingly radical or conventional, is somewhat risky and needs to be worked upon- nurtured, considered and maintained. Magazines, bought for a quick fix of glossy entertainment, promote self-confidence and provide information about sex, relationships and lifestyles which can be put to a variety of uses. Television programmes, pop songs, adverts, movies and the internet all provide numerous kinds of 'guidance' in the myriad suggestions of ways of living which they imply. Your life is your project and the media provides some of the tools which can be used in this work, some may give beauty to this project some may spoil it. 

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

Traditional attitudes may be scarce amongst the under-30s, but still thrive in the hearts of some over-65s. The reason being may be the fact 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. Generally young audiences with the implicit assumption that liberal, or post-traditional attitudes established in the young will be carried into later life. People's attitudes become somewhat less liberal as they get older, but at the same time the 'generation gap' in attitudes is closing. The mass media has become more liberal, and considerably more challenging to traditional standards, since then, and this has been a reflection of changing attitudes, but also involves the media actively disseminating modern values. It therefore remains to be seen whether the post-traditional young women and men of today will grow up to be the narrow-minded traditionalists of the future.

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

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, Gauntlett found that they showed signs of 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'. Gauntlett argued that men's magazines have an almost obsessive relationship with the socially constructed nature of manhood. Although the magazines reflected a concern for men to find an enjoyable approach to modern living, then, there was no sign of a 'crisis' in either the magazines or their readers.

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. An example of this can be found in the 'Davidoff Cool Water' perfume advert where we see a rugged, independent, fit physique male, this then puts pressure on men that they have to look a certain way in order to be classified as a 'real man' whereas in the 'Gillette We Believe: The Best Man Can Be' advert we see a post traditional media advert that reinforces the 'new man'. The Gillette advert promotes a message that boys can be anything they want to be and do whatever they want as well as the term 'boys will be boys' is not an excuse for men's wrong behaviour. The Gillette advert is also saying that young boys get influenced from these 'role models' such as their peers, family etc. and will have a big impact on the way these boys behave when they're older therefore Gillette is trying to promote the idea for men to become better role models for these young boys to show them that it's fine to express emotions and be able to express themselves in general. 

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?

Many of today's advertisements reflect women as independent, capable of everything that a man can do, strong, confident etc. therefore I do believe that advertising does reflect 'girl power' however I also believe that certain adverts still do use women's sexuality to their advantage in order to sell the product and please the male gaze. 

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?

As younger generations are growing up and grew up where change was happening/ is happening, I believe they were brought up already where traditional stereotypes are no longer being reinforced as much as they used and are more comfortable with the fact that society is more accepting of these social changes such as society accepting that men can express emotions however there are still younger generations who are being brought up by parents/carers who still reinforce the traditional stereotypes in their day to day life therefore growing up and reinforcing those stereotypes as that's what they grew up with. I believe advertising does reinforce the idea that younger generations are more comfortable with changing gender roles as many female ads now portray women as independent and female models/actors are more likely to be seen in male dominated areas such as sport advertisements. 

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)?

Some advertising reminds viewers of the similarity of genders, hinting that it wouldn't matter which of the attractive male or female models you chose to desire. Other ads playfully tease heterosexual desires only to reveal that the lust object was more interested in their own sex, pointing audiences to 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?

Popular culture offers a range of stars, icons and characters from whom we can acceptably borrow bits and pieces of their public persona for use in our own. In addition individuals are encouraged to 'be yourself', and to be creative (within limits) about the presentation of self. This opens the possibilities for gender trouble, as discussed above. Today, nothing about identity is clear-cut, and the contradictory messages of popular culture make the 'ideal' model for the self even more indistinct - which is probably a good thing.

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 do agree that the media reinforces the changing attitudes towards gender and sexuality because society in general has become more and more accepting of other people's sexualities and have stopped reinforcing stereotypical ideologies on women and men, however I do still believe in certain aspects of the media, women and men are still expected to look a certain way and are therefore sexualised for their bodies as well as they follow the saying 'sex sells' which I believe should not be a thing however the media have become more inclusive by for example in advertising using models that are Gay or Lesbian, as well as models who don't reinforce the western beauty standards. 

Media Magazine: Andrew Tate - Masculinity in crisis?

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

Misogyny is hatred or prejudice against women. It is a form of sexism that is used to keep women at a lower social status than men. This links to Andrew Tate as he himself declared to be a misogynist, he believes women belong in the home, that they can't drive and he believes that in marriage, women are 'given to the man and belong to the man'  

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

When Piers Morgan played Andrew Tate a clip of him saying 'I think my sister is her husband's property' and asks him if he believes this statement. In his response, Tate complains about being taken out of context, repeatedly asks the audience to listen to the whole interview, knowing full well that would increase his engagement on social media.

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

I believe that masculinity is not in a crisis however men like Andrew Tate make men believe that it is in crisis, men like Andrew Tate are just still in denial that society is changing and men being emotional and treating women well is seen as a 'threat' to masculinity which I believe is so stupid, as it's normal human being emotions as well as common decency to treat everyone well.