Gender, identity and advertising: blog tasks

 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"?

Gauntlett highlights how women are no longer confined to roles as housewives or low-status workers. Instead, the media now focuses more on men’s emotions, their need for guidance, and their struggles with masculinity, rather than pushing outdated ideals of toughness, self-reliance, and emotional suppression. The whole idea of “tradition” in modern media feels old-fashioned and largely irrelevant.

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

Gauntlett argues that different forms of media—TV shows, music, adverts, films, and the internet—offer subtle but powerful guidance on how people shape their identities. Rather than explicitly telling individuals how to live, media presents various lifestyles, which people absorb and use to construct their own sense of self. In today’s world, identity is something people actively and knowingly create.

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

According to Gauntlett, older generations tend to be more resistant to social change, whereas younger generations are much more open-minded and accepting of individual freedom. The media plays a big role in pushing modern liberal values, which align more closely with the views of younger audiences.

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

Gauntlett argues that masculinity is a social construct, meaning it cannot be in “crisis.” Instead, the issue lies with men who struggle to accept that traditional gender roles are evolving. It’s not that masculinity is collapsing, but rather that some men are resisting change because it challenges their ingrained ideas of what it means to be a man.

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.

In some ways, yes. Certain adverts continue to reinforce the image of the rugged, hyper-masculine man. However, there’s also been a significant shift towards showing men as emotionally aware, vulnerable, or more involved in family life. At the same time, adverts frequently promote the idea that women can do anything, reflecting the broader push for gender equality in 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?

Advertising definitely supports ‘girl power’. In today’s society, if a company were to present women in a weak or submissive role, there would be a huge backlash, potentially leading to the brand being “cancelled.” As a result, most advertisers ensure their campaigns align with modern, progressive ideals, often celebrating female empowerment.

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?

Gauntlett suggests that younger generations are more open to non-traditional gender roles and don’t feel threatened by them. Advertising reflects this shift by normalising diverse expressions of gender. However, the extent to which someone embraces these changes can depend on their upbringing—if they are raised in a strictly traditional household, they may be less influenced by media trends.

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)?

One of the key examples Gauntlett mentions is the Calvin Klein CK One campaign, which featured androgynous, sexually charged imagery and promoted the fragrance as “for a man or a woman.” This blurred the lines between male and female, reinforcing the idea that gender is more fluid than society has traditionally suggested.

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?

Advertising both reinforces and challenges gender stereotypes. On the one hand, it presents a variety of role models that people can look up to and emulate. On the other, it promotes individuality and self-expression—though often within socially acceptable boundaries. This contradiction reflects the complex way identity is shaped in modern media.

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, the media plays a huge role in shifting attitudes towards gender and sexuality. It consistently promotes inclusivity and challenges outdated norms, making traditional gender roles seem less relevant. People who express themselves in non-traditional ways are often celebrated, though there are still some who push back against these changes.

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 refers to a deep-seated prejudice or dislike towards women. Andrew Tate has been linked to misogyny due to his content, which promotes sexist ideas about male superiority. He frequently portrays women as inferior, argues that they should be submissive to men, and encourages his followers to adopt regressive attitudes.

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

Tate has built his online presence by engaging in controversy. When criticised, he often claims that his words are taken out of context and encourages people to watch his full content, which increases his views and engagement. This strategy allows him to maintain his influence while avoiding direct accountability for his statements.

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

No, it doesn’t mean masculinity is in crisis—it actually reinforces Gauntlett’s argument that masculinity is evolving. Many men struggle to adjust to these changes and instead seek validation from figures like Tate, who reinforce outdated ideals of masculinity. Rather than adapting to modern gender dynamics, they cling to influencers who justify their resistance to progress.