gauntlet

 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"?


Here, David gauntlet explains that society has always been changing however now its changing more than ever with fluidity as idealistic of 20-30 years ago are now almost completely reversed and some culture or tradition that was drastically changing over time as in the past women were displayed in a degrading sexist tone but still remained modest however after the second wave of feminism they began to portray themselves as more sexual which is a small move to stopping sexism although they were still victims to the male audiences dispute them trying to empower themselves.

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

Gauntlett believes that no matter which texts we choose to consume, there will certain representations of gender that will appeal to our own sensibilities. Inevitably, there will be some tension between this construct and how we present ourselves to the world.

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

In "Media, Gender and Identity," Gauntlett provided a summary of findings that are noteworthy. Older people were less likely to have been exposed to the more liberal images of masculinity and femininity, but he concluded that there was a generational split in opinions about gender roles.

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

Men are believed to be nervous and uncertain about what their place is in the modern world as women become more assertive and accomplished, seemingly succeeding in all roles. Gauntlett examined men's periodicals and discovered that they revealed indications of males finding their place in the contemporary world

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.

The male stereotypes can be both reinforced and challenged by advertisements. Advertisements may portray the perfect male body and encourage men to rule and dominate society. However, in some advertisements, males may apply cosmetics and express their emotions, defying the norm.

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?

By highlighting the fact that women may succeed in life without the assistance of males and that they can be strong, independent women, advertisements support the notion of girl power. They will however continue to support the notion of western beauty standards and the ideal appearance of women. It is quite backhanded to be honest.

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?

They are allowed to establish their own identity and are encouraged to be who or what they want to be, thus I agree with the statement. These assumptions are reinforced through advertising. Men are portrayed in magazines as being more helpful and thoughtful lovers, healthy and stylish, etc. 

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)?

t doesn't matter whether of the gorgeous male or female role models you choose to want, according to the CK One fragrance, which is marketed as being "for a man or women." Some advertisements, like those for Kronenbourg lager and impulse deoderant, teased viewers with heterosexual desire before revealing that the lust object was more interested in their own sex, emphasising to their audiences the unpredictable nature of 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?

I agree. because media outlets are modern, adapt to changing times, and diversify just like their audiences. They are gender inclusive and represent a variety of sexualities. They disprove common stereotypes. For instance, using gay men as models for cosmetics or women for sporting goods, etc. 

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?

misogony's dictionary definition is 'dislike of, contempt for, or ingrained prejudice against women.' this can link with andrew tate as some of his views and actions are shown in a misoginist way.

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

 the article says that organisations like the NSPCC warned teachers about the harmful content he was producing and the impact it was having on some teenage boys. Tate has been spreading views that cover a range of prejudices,

chiefly among them, misogyny.