Gender, identity and advertising: blog tasks
David Gauntlett: academic reading
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"?
1) What examples does Gauntlett provide of the "decline of tradition"?
The traditional view of a woman as a housewife or low-status worker has been kick-boxed out of the picture by the feisty, successful 'girl power' icons. Meanwhile the masculine ideals of absolute toughness, stubborn self-reliance and emotional silence have been shaken by a new emphasis on men's emotions, need for advice, and the problems of masculinity.
Popular media fosters the desire to create new modes of life - within the context of capitalism. Whether one is happy with capitalism, or seeks its demise, it must surely be considered good if modern media is encouraging the overthrow of traditions which kept people within limiting compartments.
3) What does Gauntlett suggest regarding generational differences? Is it a good thing that the media seems to promote modern liberal values?
There are some generational differences which tend to cut across these discussions. 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.
In the analysis of men's magazines 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. I argued that men's magazines have an almost obsessive relationship with the socially constructed nature of manhood. Gaps in a person's attempt to generate a masculine image are a source of humour in these magazines, because those breaches reveal what we all know - but some choose to hide - that masculinity is a socially constructed performance anyway.
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. 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, 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.
I think advertising does help to provide evidence that the idea of 'girl power' has slightly changed. This is shown in 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. I feel like due to this factor there has been some slight changes of the idea in 'girl power' but still subverts the idea of females to look pretty and as sexy as possible.
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 I do heavily agree on the fact that the younger generation are not threatened by traditional roles and are comfortable with social changes as society around us is constantly changing the younger generation do not seem to notice it as their minds are young and always wandering and unaware with what is going on around them which brings the level of comfortableness with the changing of gender stereotypes. A good example from advertising to show this is the Apple logo. This is because of the Apple logo always just being black but due to recent changes in society and gender representation have changed their colour on their Apple logo to a multicoloured Apple logo to show and promote that they do support LGBTQ people and rights.
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 - 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. Other ads (such as ones for Impulse deoderant and Kronenbourg lager) playfully teased 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?
Although we may occasionally find ourselves saying that 'the mass media suggests' a particular perspective or point of view, the truth is that not only is 'the mass media' wildly diverse, but that even quite specific parts of media culture put out a whole spectrum of messages which cannot be reconciled. It is impossible to say that women's magazines, for example, always carry a particular message, because the enormous range of titles target an equally diverse set of female audiences. Furthermore, even one magazine will contain an array of viewpoints.
The contradictions are important, however, because the multiple messages contribute to the perception of an open realm of possibilities. In contrast with the past - or the modern popular view of the past - we no longer get singular, straightforward messages about ideal types of male and female identities (although certain groups of features are clearly promoted as more desirable than others).
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 I do agree with Gauntlett that the media is always changing and that changing attitudes towards gender and sexuality in
society will always be changing as Gauntlett says "these things are not stationary. To discuss gender and media is to aim arguments at moving targets" 2hich means that you'll never be able to stop the change of how the media changes no matter what.
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 the hatred or prejudice against women, typically exhibited by men. This links to Andrew Tate specifically as Tate claims to be ‘absolutely a misogynist’. He has stated that women ‘belong in the home’, that they ‘can’t drive’, and 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?
One way Tate used social media to build up his reputation and following is by going on the Piers Morgan Uncensored show. Morgan, despite being no stranger to mouthing off reprehensible views, does a good job of holding Tate’s feet to the fire. Morgan plays him a clip of him saying ‘I think my sister is her husband’s property’ and asks him if he believes this statement. In his responses, 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 feel like Andrew Tate feels like their is a 'crisis in masculinity' but the way he is telling it and showing it off to his online followers is wrong. Tate believes in the fact that masculinity is in crisis as if we get married to a woman we "become her property". Tate believes that men have grown softer towards women and men have become weak and soft minded in their ways with women and that he wants to bring back into light the stereotypical way to treat and deal with women.
Comments
Post a Comment