Gauntlett + Masculinity

David Gauntlett: academic reading

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

- The old view of women as housewives has been replaced by "girl power" icons

- The traditional "tough and silent" man has been challenged by portrayals of emotional, open men

- Modern media often encourages people to break away from old traditions and create new ways of living

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

He argues the media influences the way we construct our own identities as it gives us tools to make our own. The media showcases different examples of living through TV, music, adverts, etc., that audiences use to construct their own identities.

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

He says that older people tend to have more traditional views and that younger people are generally more liberal and open-minded. The media helps spread modern, liberal values – and Gauntlett thinks this is a good thing overall, but not something that will last as people get older.

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

He suggests masculinity isn't in crisis as men's magazines and self-help books showcase that men are adapting culturally/socially. They discuss emotions, relationships, and personal growth; the problem isn’t change, it’s just that some men haven’t let go of old masculine roles.

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.

For yes, some ads still show the "rugged", strong, emotionless man (e.g. action movies/car ads). However for no, James Bond is criticized in films if he’s too cold/emotionless.

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, they do have evidence; some ads and media show strong, confident women, like female leads in films or female pop stars promoting independence.

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, as most men and women today aren't as worried for gender roles compared to back then - infact, most are subverting traditional stereotypes. Some advertisements still reflect the old values while some show the new values people are accustomed to.

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)?

- CK One ads: show androgynous, gender-blurring models

- Impulse deodorant & Kronenbourg lager ads: hint at same-sex attraction, playing with gender expectations

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?

Because advertisers want to surprise and excite, not stay consistent; ads can show both traditional and progressive ideas at the same time, and this makes identity much, much more open - you can choose different bits that suit you and just mix and match in general.

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 do. Most media nowadays is quite inclusive of people, no matter gender identity or sexuality. Advertisers nowadays appeal to the majority and don't typically try to enforce old gender/sexuality stereotypes anymore.

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 hatred/prejudice against women. Tate has been spreading views that cover a range of prejudices, chiefly among them, misogyny.

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

Tate purposely gets himself into controversy knowing full well that would increase his engagement on social media.

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

Tate's popularity may or may not suggest that yes as his views particularly fight back against women; which would counter David Gauntlett's view, as men are trying to fight back against women and their increasing equality.