Advertising: David Gauntlett and masculinity

  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 knowing construction of identity, the idea of 'role models', masculinity in (possible) crisis, 'girl power', popular feminism, diversity of sexuality, gender trouble, media power, contradictions and change.

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

The media constructs our own identities because the media does not doubt that anyone needs to make choices of identity and lifestyle, so they can therefore be themselves. 

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

The Score hair cream advert is very traditional and the young generation of today would most likely be against it. However, the Maybelline 'That Boss Life' advert would have no problem being watched by millions because it promotes diversity and gender fluidity. 

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

Gender is fluid

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.

Advertising still reinforces the "conventionally rugged, super-independent, extra-strong macho man" that Gauntlett discusses. For example, men in underwear adverts usually have this strong, perfect body. The men in the Head and Shoulders advert are successfully, independent footballers like Antoine Griezmann and Gianluigi Buffon. On the other hand, adverts like the 2015 #RealStrength Dove advert shows a single father who has to raise his kids on his own, something that traditionally a woman would have to do. The slogan for the Dove #RealStrength advert is "the strongest men, are those who care" which reinforces the new masculinity, men can show their emotions. The Dove #RealStrength adverts challenge the "conventionally rugged, super-independent, extra-strong macho man" that Gauntlett discusses. 

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?

Adverts such as the Always #LikeAGirl support the idea of 'girl power' and goes against reinforcing the traditional representations of women.

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?

Younger generations are not threatened by traditional gender roles and are comfortable with social changes because they've grown up in a world where society no longer have traditional gender roles. The Maybelline 'That Boss Life' advert reinforces the idea that the younger generations are more comfortable with changing gender roles. Manny is like a symbol, a leader who represents all the gender fluid individuals out there. 

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, hintingthat 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?

We can't assume that an advert has one message because really and truly, an advert could have loads of different meanings. Adverts reinforce gender stereotype in order to get a message across quickly. However, adverts must jump on the bandwagon and challenge gender stereotypes. Either way, an advert advertises to get their product sold. 

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?

The Score hair cream advert in 1967 reinforced a typical gender and sexuality stereotype: A strong, "handsome" and smart looking man in the centre of the image surrounded by sexualised white women who desire and worship the man. The Maybelline 'That Boss Life' advert in 2017 challenged the typical gender and sexuality stereotype: The coloured female had a more dominant role and the man who had the same dominant role was gay and gender fluid.