Gender, identity and advertising

 

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

ideals of absolute toughness, stubborn self-reliance and emotional silence have been shaken by a new emphasis on men's emotions,

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

the media constructed the idea of girl power and abolished traditional stereotypes

 

Your life is your project - there is no escape. The media provides some of the tools which can be used in this work.

3) What does Gauntlett suggest regarding generational differences? Is it a good thing that the media seems to promote modern liberal values?
he thinks that it is a good thing that the media is changing and challenging traditional standards 

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

because he believes that masculinity is socially constructed and is just changing and there is no signs of masculinity in crisis in magazines 

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.

Yes with through things like sport where strength is championed and necessary 

no as their is a focus on mens mental health 




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?

i think in music videos there is still a traditional representation of women  as sexualised for example the beyonce video we watched but in adverts there are more women being presented in positions of power 



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 that with the popularisation of movements like feminism and mens mental health which is opposite to traditional stereotypes shows that the younger generations are more comfortable with social change 

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)?

films, TV shows and magazines which have also celebrated non-traditional visions of gender and sexuality. with women being in positions of power 

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?

Due to the various amount of media products with different political and social viewpoints it is inevitable that gender will be presented traditionally and subversive 


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 think that the media reinforces the changing views of Gender and sexuality with the increasing amount of Homosexuality portrayed in films and the acceptance of Homosexuality from the majority of society also major media companies are becoming more diverse with gender representations which shows the acceptance of  modern views