Advertising - Gauntlett and masculinity

1) 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.

2) How does Gauntlett suggest the media influences the way we construct our own identities?
Television programmes, pop songs, adverts, movies and the internet all also provide numerous kinds of 'guidance' .

3) What does Gauntlett suggest regarding generational differences? Is it a good thing that the media seems to promote modern liberal values?
In the past, the audience was more conservatives and did not support or were not open to homosexuality however younger audience are more open.

4) Why does Gauntlett suggest that masculinity is NOT in crisis?
As women become increasingly assertive and successful, apparently triumphing in all roles, men are said to be anxious and confused about what their role is today. In the analysis of men's magazines (chapter
eight) we found a lot of signs that the magazines were about men finding a place for themselves in
the modern world.

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.
I argued that men's magazines have an almost obsessive relationship with the socially constructed nature of
manhood. Gaps in a person's attempt to generate a masculine image are a source of humour in
these magazines because those breaches reveal what we all know - but some choose to hide - that
masculinity is a socially constructed performance anyway. The continuous flow of lifestyle, health,
relationship and sex advice, and the repetitive curiosity about what the featured females look for in
a partner, point to a clear view that the performance of masculinity can and should be practiced and
perfected. This may not appear ideal - it sounds as if men's magazines are geared to turning out a
stream of identical men.

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?
According to Gauntlet, Advertising provides evidence to support the idea of 'girl power', for example Female pop stars sing about financial and emotional independence, inner strength, and how they don't need a man;

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?
Most advertisement companies are owned y older people who still believe in traditional roles and therefore enforces them through advertisement although now there has been a decrease as the younger generation are more likely to challenge.

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)?
In chapter seven, we discussed Judith Butler's manifesto for 'gender trouble' - the idea that the
existing notions of sex, gender and sexuality should be challenged by the 'subversive confusion and
proliferation' of the categories which we use to understand them. The binary division of 'male' and
'female' identities should be shattered,

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?
We cannot bring this discussion towards a close without noting the inescapable levels of
contradiction within popular culture. Although we may occasionally find ourselves saying that 'the
mass media suggests' a particular perspective or point of view, the truth is that not only is 'the mass
media' wildly diverse, but that even quite specific parts of media culture put out a whole spectrumof messages which cannot be reconciled.

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 because the younger generation is now cfh3allenging when an advertisement is showing tradinatial roles in adverts and sexism therfore the attudtide towards gender and sexuality is changing.