1) What examples does Gauntlett provide of the "decline of tradition"?
Women no longer seen as house wives now seen as having 'Girl power' and the idea of men being masculine and tough is being removed and replaced by the idea that men should have emotions and be allowed to express themselves.
2) How does Gauntlett suggest the media influences the way we construct our own identities?
The media helps construct our identities by making people feel lie they need to decide what their identity and lifestyle will be through the use of TV and magazines. People consciously and subconsciously pick things out from these products and implement them into their personality/lifestyle.
3) What does Gauntlett suggest regarding generational differences? Is it a good thing that the media seems to promote modern liberal values?
Gauntlett claims that the promotion of liberal values in the media is a good thing for young people but he doesn't think the effects of it are seen in older age groups. Older age groups don't consume the media in the same way and are stuck with older views such as traditional gender roles and homophobia which aren't a part of liberal ideology.
4) Why does Gauntlett suggest that masculinity is NOT in crisis?
He claims masculinity is not in a crisis and is just evolving and adapting to modern demands; he believes men are failing to modernise/keep up with the new demands.
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.
Advertising still promotes the idea of strong men but the way in which they do it has changed. The same example of an advert can be used to explain this as in Stormzy's H.I.T.H concert poster hes shown as being a physically strong man but the idea of the macho man extends into men's emotions which weren't shown in advertising before. Despite this, Stormzy is seen to have his head down ad look hurt/sad which isn't part of the traditional macho man idea but more so part of the new ideology which wasn't widely accepted in the media in the past. This shows that brave men are still being portrayed in media but the idea of what a brave masculine man is has evolved.
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?
Women are being told by the media that they need to be independent and do what they want but they're still being told that they need to adhere to the unrealistic beauty standards seen in advertising and other media which has a negative impact on them and takes away from the idea of girl 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?
The new generation of men are being brought up to see women as equals in society and don't feel threatened by this social change because its what they were taught and what they've seen their entire lives. This can be seen in advertising such as the Gillette 'The best a man can be' advertising campaign which portrayed men as being masculine but also redefines what masculinity is, making it a good thing which benefits everyone in society rather than toxic and harmful to women.
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 fragrance advert shows a change in the nature of gender as it promotes the idea of men and women being similar as they're both able to use the same fragrance.
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?
There is an enormous range of media products available so its difficult to say whether they all reinforce or subvert from gender stereotypes as theyre all made by different companies and by people with different ideas/life experiences.
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 believe media has a very important role in impacting the way gender and sexuality is seen in society and people consume so much media in their day to day life and are guaranteed to be impacted by it whether its conscious or subconscious. However i also believe there are other influences which could be considered more important such as lived experiences and the people in their lives. This is because some people have grown up seeing/being taught that they're better than women or that men are better than them which will stick with them throughout their lives as we learn everything at a young age and its much more difficult to change this as we get older.
Media Magazine: Andrew Tate - Masculinity in crisis?
1) What is misogyny and how does it link to Andrew Tate?
Misogyny is the dislike,contempt or prejudice against women. It links to Andre Tate because he promotes the idea of a strong man and claims to be a misogynist who thinks women belong at home,cant drive and given to a man in marriage which implies they're an object.
2) How does the article suggest Andrew Tate used social media to build up his reputation and following?
He uses social media to post clips of his lifestyle and his ideas to gain a large younger audience.
3) Does Andrew Tate's popularity suggest there is in fact a 'crisis in masculinity' - disagreeing with David Gauntlett's view?
It could indicate that there is a crisis as it shows that young men are being impacted by these more traditional ideas and aren't adapting to new ideologies.