gauntlett masculinity

  David Gauntlett: academic reading

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.

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

Popular media often told researchers that mainstream culture was a backwards looking

force, resistant to social change and trying to push people back into traditional categories.

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

The mass media has become more liberal, and considerably more challenging to traditional standards, since then, and this has been a reflection of changing attitudes, but also involves the media actively disseminating modern values.

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

Although the magazines reflected a concern for men to find an enjoyable approach to modern living, then, there was no sign of a 'crisis' in either the magazines or their readers. 

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. 

Images of the conventionally rugged, super- independent, extra-strong macho man still circulate in popular culture but with women's 'you can be anything' ethos, the identities promoted to men are relatively constrained.

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?

There are many powerful female artists and performers that promote ' girl power' and this circulates the media influencing other girls.  

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, I agree as advertising promotes the opposite of traditional gender roles in today's media it encourages the youth to be themselves rather than sticking to old traditions and pleasing society.

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)?

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?

Younger generations have grown up in a world where men are equal with women, where the LGBT community is continuously praised and supported and where they are surrounded by adverts like the Maybelline one, where a non-binary and fluid representation of gender is created. 

However, there is a possibility that they can hold views against the modern social changes due to their parents and upbringing. Their parents are likely to hold views of traditional gender roles and this may be passed on to them which they may pass on to their children as well. 

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?

Most people especially younger people, use the media as a guide on what is wrong and right and how to live their life. So when the media encourages being free and open minded on sexuality many people are going to follow that.

Therefore the media reinforces the changing attitudes towards gender and sexuality in society