Advertising: David Gauntlett and masculinity

 David Gauntlett: academic reading

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

The role of a woman as a housewife or low status worker has been kicked out and the masculine toughness and stubbornness has been shaken down 

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

Since the social world is no longer confident in its traditions every approach to life is seeming radical, the media provides some of the tools to socially construct your identity 

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 generation differences which tend to cut across, under 30s traditional values are scarce and the mass media is promoting modern liberal values and more challenging to traditional values I think it is a good thing as it is a reflection of changing attitudes 

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

Me are said to be anxious and confused about their role today 

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 offers these role about men but it has decreased over time as James Bond films cannot be too hard and self reliant without criticism 

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 industry is still reinforcing traditional values like sexualising women however the roles of women in work and earning money has also been on an increase in advertising 

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 younger generations are threatened by traditional roles as from a young age they are perceived to act a certain way however they are more comfortable with changing 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)?

-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?

As the media still sexualises women similar to the 1960s stereotypes however it challenges it by showing women in work and making money

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 agree as the media has changed rapidly as men are not presented as masculine as before and women are seen as in inferior however their is still certain aspects where these attitudes towards gender are still stereotypical

Media Magazine: Andrew Tate - Masculinity in crisis?

1) What is misogyny and how does it link to Andrew Tate?

Misogyny is a prejudice against women and Andrew Tate has been linked to promoting stereotypes that are harmful against women

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

When organisations like the NSPCC warned teachers about the harmful content he was producing 

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

It could suggest there is a crisis as men are supposed to be these masculine and traditional roles which are disagreeing with Gauntletts views that they are just changing and evolving