DAVID GAUNTLETT AND MASCULINITY!

 

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.

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

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. Meanwhile the masculine ideals of absolute toughness, stubborn self-reliance and emotional silence have been shaken by a new emphasis on men's emotions, need for advice, and the problems of masculinity.

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

Gauntlett makes this suggestion by quoting the ease of accessibility provided by the internet and the "greater variety of identities" that have emerged as a result. This is in line with the "alone together" theory, which holds that people are more comfortable sharing their identities on social media because others are able to support them in doing the same.

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

The mass media has become more liberal and more challenging to traditional standards and it has been a reflection of changing attitudes, it involves the media actively disseminating modern values. so it remains to be seen whether the post traditional young women and men of today will grow up to be the narrow minded traditi0onalists of the future.

 Why does Gauntlett suggest that masculinity is NOT in crisis?

Gauntlett believes that masculinity isn't in crisis but that "masculinity is a socially constructed performance anyway." He believes that it's not 'masculinity' that is the problem but, rather, the men who are still tied to the old, traditional role of masculinity and struggle to accept and follow the modern 

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 media still reinforces the "conventionally rugged, super independent, extra strong macho man", this is because men are consistently advertised as having extremes muscles and are often sexualised together with women, they are mainly represented as strong and are usually forced by the media to have certain "male skills"

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 advert does support the idea of "girl power", many adverts of such support the view of independency and confident young girls. However some girls in advertising are sexualised, they are mainly seen as objects, we can link this back to the dove campaign, we see that they are shown to be beautiful no matter how difficult they are but is it necessary for them to be in underwear's, represented as spectacles.

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, I agree with Gauntlett view that younger generations are not threatened by traditional gender roles and are more comfortable with social changes This is due to the fact that they were raised in a society where men and women are treated equally, and where the LGBT community is consistently applauded and supported. However, because of their parents and upbringing, there is a chance that they will have opinions that are opposed to the modern social changes. Their parents' views on traditional gender roles are likely to be passed down to them, who may then pass those views on to their children.

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 fragrance for a man or a women)
• Kroonenberg lager
• Impulse deodorant

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?

Advertising challenges traditional gender stereotypes because of its continuous representation of gender as fluid and non- binary. it can also reinforce traditional stereotypes by always sexualising both men and women and representing them in a way that fits their corresponding gender roles

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 that the media reinforces the changing attitudes towards gender and sexuality is society. Gauntlett shows how much things have changed over time.

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:

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

Being misogynistic means having hatred towards women or prejudice against women, this links to Andrew Tate because of how he views and points out his opinions about women, he has stated that they "belong in the home" and that they cant drive etc.. Andrew Tate has the same thinking of how gender was viewed in the older generation.

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

 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.

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

Gauntlets view is that masculinity is not in crisis its the fact that some men are still thinking in the old traditional way, I believe Andrew Tate still does think in that mindset of patriarchy and a male dominant society