David Gauntlett- Masculinity

 David Gauntlett: academic reading

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"?

• Women are no longer seen as house wives or low-status workers
• Focus on men's emotions, need for advice and problems with masculinity instead of ideas of toughness, stubborn self-reliance, and emotional silence.
• The whole idea of "tradition" in modern media seems strange and unwanted 

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

He suggest that the media such as television programmes, pop songs, adverts, movies and the internet all also provide numerous kinds of 'guidance', not necessarily in the obvious form of advice-giving, but in the myriad suggestions of ways of living which they imply. And that we  lap up this material because the social construction of identity today is the knowing social construction of identity.

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

People in the older generations are less accepting and open to the idea of freedom, whilst younger generations are more accepting more against the idea of 'tradition'.

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

He suggests that masculinity is socially constructed so it can not be in a "crisis". Intsead men are failing to accept that traditional views and values are changing and are struggling to adapt to the changes due to their own idea of what a "man" should be like.

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 it does, and it encourages the women can do anything ideology that is prominent in the media.

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?

It does prove evidence to support the idea of 'girl power'. In today's culture, if advertisements were to present women in an inferior way or 'traditional' way, the company would get 'cancelled' and severely criticised so typically they follow what is currently trending in the media.

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, because younger generations are more active and influenced by the media, and since non-traditional gender roles are being promoted the idea of being a traditional man or woman wouldn't be acknowledged in their growing. However, if in their homes that is what they are taught, strictly, then typically they would aim to be more traditional.

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)?

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.

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?

Popular culture offers a range of stars, icons and characters from whom we can acceptably borrow bits and pieces of their public persona for use in our own. In addition, of course - and slightly contradictorily - individuals are encouraged to 'be yourself', and to be creative - within limits - about the presentation of self.

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 it does, the media often promotes changing attitudes towards gender and sexuality because of the leading ideology that being 'traditional' is draining and is not for everyone. This is often  shown when people 'come out' or present them selves in a more alternative way it is praised throughout the media by audiences (excluding the outliers who enjoy hating). 


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 dislike or ingrained prejudice towards women. It links to Andrew Tate because he promotes these attitudes towards women in his podcast, influencing men to believe that women are the enemy and want all hell for them. Additionally, he promotes the ideas that women are inferior and belong in the home and that they belong to men.

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

He accuses people of misinterpreting his words and encourages them to watch his entire podcast in order to increase his media interactions. 

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

There isn't a crisis, i think it further proves his view that masculinity is just evolvling and mean are struggling to wrap their heads around that and adjust so they are finding anything and anyone to justify their ignorance and run with it.