Advertising- David Gauntlett and masculinity

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"?

The increasing asserting dominance by women who successfully have achieved "girl power". He specifically says, "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."

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

Gauntlett says, "The media provides some of the tools which can be used in this work. Like many toolkits, however, it contains some good utensils and some useless ones; some that might give beauty to the project, and some that might spoil it." By saying this he is suggesting that identity is constructed by an individual's self with their own free will but the media provides certain aspects that can influence a person's beliefs and ideologies that are a part of shaping their identity.

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

He suggests that different generations have different views on aspects of gender representations due to the different environments they were brought up in, each containing different social values. I think the media promoting more modern liberal values is a positive thing as women are speaking up and allowing their voices to be heard in the same way male voices were heard dominantly in traditional societies.

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

He suggests that masculinity is not in crisis because how things currently are in the media promoting masculinity is tolerated in today's society and everybody is coping with it without making such a big deal out of it so then it is not an issue or 'crisis' that needs to be dealt with. He just thinks some individual men have failed to adapt to modern lifestyles and keep up.

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. However, most advertising methods now promote more equality so it has definitely progressed over time but some gender values just don't change as they are still about in today's society, e.g. the Lynx ad with the man still emphasises his physical appearance being strong with it's black and white colour scheme being emotionless like men were traditionally. However, some of the Lynx ads only showcase women giving them empowerment over men.

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?

Yes I think many advertisements such as the campaign video ad we are learning as one of our CSPs showcases female power and dominance as women in a more current and feminine society have the ability to speak up and assert their strength and authority. 

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 think in some ways yes they will probably be more comfortable with changing gender representations within society as the world is changing and becoming modernised, however if some parents teach their children of the importance of feminism as well as the criticism of inequality still being present in terms of gender in society, then their views may differ so it generally just depends on the environment they are brought up in, what they're taught and how much media they consume passively but mostly since audiences are now active, they should express their individual opinions which may differ.

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. Other ads (such as ones for Impulse deodorant and Kroonenberg 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. In this book we have discussed further cases of films, TV shows and magazines which have also celebrated non-traditional visions of gender and sexuality.

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?

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). Instead, 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.

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 think in most ways yes as the media is very dynamic in terms of trends and so they are definitely evolving. For example, there is a social media hashtag, "womeninmalefields", which approves of the subversion of previous traditional societal expectations and stereotypes surrounding gender roles. 


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 intense dislike, contempt, or ingrained prejudice against women and girls. 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’. He has also claimed that most men prefer dating18-19-year-olds because they have had sex with fewer men.

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

The problem for educators and for you as the generation of teenagers most likely to impacted by the proliferation of these damaging ideas is working out how to combat influencers like Andrew Tate. Ideally his reach would be restricted by the social media platforms who could severely limit the spread of his ideas. Whilst Tate was eventually banned from Facebook, Instagram and TikTok, his Twitter account was recently reinstated when Elon Musk took over the company.

So this hate spewing genie is out of the bottle.

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

Yes—Andrew Tate’s popularity may suggest a perceived crisis in masculinity, as some audiences turn to traditional or dominant male role models, which challenges David Gauntlett’s view that modern media allows men to construct diverse and flexible identities.