Gender, identity and advertising: blog task

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

A "decline of tradition" means that views in the media about masculinity and femininity is changing and we are challenging those traditional values set for people. 

- "Mass media is a force for change...the traditional view if a women being a housewife or a lower status worker has been kicked out the picture by a feisty,successful 'girl power's icon. Meanwhile the masculinity that reflects men being stubborn,tough and emotions less have been subverted into men being emotionally sensitive and needs for advice being taken seriously". 

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

Gauntlett suggests that media influences us in various ways to act or perceive ourselves to different standards to fit societal values. This links to the sociologist Ulrich Beck who said that people want to "live their own life" but this is, at the same time "an experimental life" this means that we want to experience the life that is appealing to is and our views which can experimented in different ways. 



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

Gauntlett suggests that generational differences such as old and young can mean different ideologies and whether some are open minded in cases of homosexuality and masculinity. This links to "The mass media is more liberal and challenging to traditional standards..this is seen as a changing attitudes which involves heavily on the media disseminating modern views".



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

Masculinity is NOT in crisis in terms of Gauntlett because men are becoming increasingly sensitive to their traditional standards of masculinity and that "men's magazines have an almost obsessive relationship with the socially constructed nature of manhood" this means that as much as idea of masculinity is being pushed many magazines still have the same toxic agenda promulgated. The idea of masculinity being in "crisis" was to downplay the traditional standards for men this means that "traditional masculinity" was toxic and that we needed to improve the standards for men and to show them that being human isn't weak.

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.

Yes, to an extent advertising does reinforce "conventionally rugged, super-independent, extra-strong macho man" as men are still portrayed to be heavily fit and have certain qualities to be a man which is toxic but pushed however this idea has been challenged which is good but those toxic masculinity is still around and going against those stereotypes would have people question your sexuality and your role as a man but the widespread support is changing those values.

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?

The idea of "Girl power" stems from feminist values that women should support women and this is such a good and beautiful movement which roots out many struggles that the patriarchy and society has placed on women. Advertising would support the movement of 'Girl power' as magazines are becoming increasingly empathic towards the determination of women. This would refer to films too as many lead roles have been given to women which are independent, strong and intelligent. These representation would be held by pop stars and other areas of the industry to show and represent women in a more high position of power to influence other women that they're able to do.

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 agree that younger generations such as Gen Z and millennials have become open to change and would arguably be the ones to challenge traditional gender roles. This is because we are socially conscious and active especially in politics as it will evidently affect us. 

- Advertising would likely become liberal to meet a wider audience and by doing so they would be subverting and changing to fit with the challenging of gender 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)?

The changing nature of gender in society which Gauntlett would given an example to would be Calvin Klein One fragrance "For a man or a woman". This would refer to the fragrance being unisex and gender less which would link to the different sexuality and genders that Judith Butler had suggested.

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 would be a good example of "contradictory elements" because they reinforce fluidity and non-gendered ideologies however they will also reinforce traditional values and they would sexualised genders to fit their audiences pleasures.

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 agree that the media is changing their traditional and known values towards gender and sexuality as they form to fit their audience such as the younger generation being more socially aware and open to change which mean they would more likely read and like media that would relate with their values.