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. If you can't access David Gauntlett's website, the text is also available here.
1) What examples does Gauntlett provide of the "decline of tradition"? How can we link our advertising CSPs (Score hair cream and Maybelline 'That Boss Life') to this idea?
The examples Gaunlett talks about are Twenty or thirty years ago, analysis of 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. Today, it seems more appropriate to emphasise that, within limits, the mass media is a force for change. 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. This applies to our CSPs because it shows a popular traditional advert and the current present advert and the differences are significant. This is shown from the score advert being manly and showing off his masculinity while the maybelline advert Manny showing his version of masclunity in his own showing the decline of how masculinity used to be shown.
2) How does Gauntlett suggest the media influences the way we construct our own identities?
He suggest this when he says he media disseminates a huge number of messages about identity and acceptable forms of self-expression, gender, sexuality, and lifestyle. At the same time, the public have their own even more robust set of diverse feelings on these issues. The media's suggestions may be seductive, but can never simply overpower contrary feelings in the audience.
3) How do the two CSPs reflect the generational differences that Gauntlett discusses? Is it a good thing that the media seems to promote modern liberal values?
It shows the differences through both main characters's masculinity. Both of them display different kinds/types of masculinity and show it in their own way. While in the score advert masculinity is shown as macho and toughness, The maybelline advert masculinity is shown from Manny strength breaking through gender stereotypes.
4) Why might Manny and Shayla be a good example of the role models that Gauntlett discusses - and also demonstrate how those role models have changed in recent years?
This is because both have a large following and both go against old stereotypes that was expected for them from people in the past. For Manny the general stereotype for guy is that they don't wear make up and are always sexulising women. But he goes against it with him wearing make-up and supporting women. As for Shayla she goes against stereotypes like women stay in the kitchen and stay pretty which she go against by showing the power she has over people.
5) Why does the Score hair cream advert provide such a good example of traditional masculinity? How can you link this to Gauntlett's discussion of whether masculinity is in crisis?
The score advert mainly does this due to the fact of over-sexulising women making them seem like objects and even the fact of the girls holding him up showing how he has the power over them. Lastly, the setting of the jungle making it seem almost like a male fantasy. All of these old views show how generations have changed over times which is what Gauntlett mentioned.
I believe that the maybelline advert does not suggest that maculinity is in crisis as the male role in this advert, the ambassador of the product and brand, is advertising this product, therefore he does have a vision and is not lost in where he fits in this contemporary socety,
7) 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.
7) 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 a way, advertising does reinforce this ideology of a male, clearly diplayed by the Lynx adverts, which display the male lead impressing the ladies by applying his fragrance and impressing these ladies, which reinforces the male stereotypes in adverts that using the product will get you more girls because that is most definately what you want.
8) 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?
8) 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 does provide evidence for the idea of girl power still being alive due to many artit, idols and other social influencers who are empowering girls and women all over the world. An example is perfume adverts where the female lead seems to be in control of the male lead in making herself seem more desirable, alo in not needing said male.
9) 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 (and our CSPs in particular) provide examples either reinforcing or challenging this idea that younger generations are more comfortable with changing gender roles?
9) 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 (and our CSPs in particular) provide examples either reinforcing or challenging this idea that younger generations are more comfortable with changing gender roles?
I believe that as young people, we are more open minded and accepting to new beliefs, as well as aren't threatened by traditional gender roles, the ame way previou generations are, sso much o that we could be at a point where we are seeing less and less myoginy in younger people in the news and the media in general.
10) How do the two advertising CSPs show the changing 'diversity of sexualities' that Gauntlett suggests?
10) How do the two advertising CSPs show the changing 'diversity of sexualities' that Gauntlett suggests?
The score hair cream advert doe not really display the diversity within genders due to the fact that they are displaying typical gener roles.
However, the maybelline advert does display diversity of sexualities as there is a male lead in what would normally be a females normal position, at leat for that product, being a cosmetic product.
11) What examples from advertising does Gauntlett provide for the changing nature of gender in society (from the section on Judith Butler's Gender trouble)?
However, the maybelline advert does display diversity of sexualities as there is a male lead in what would normally be a females normal position, at leat for that product, being a cosmetic product.
11) 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 'for a man or a woman' - had reminded viewers of the similarity of genders. Other ads include such as ones for Impulse deoderant and Kronenbourglager.
12) How can the Maybelline 'That Boss Life' advert be applied to Judith Butler's work on 'gender trouble'? ("The binary division of 'male' and 'female' identities should be shattered, Butler suggested, and replaced with multiple forms of identity...")
12) How can the Maybelline 'That Boss Life' advert be applied to Judith Butler's work on 'gender trouble'? ("The binary division of 'male' and 'female' identities should be shattered, Butler suggested, and replaced with multiple forms of identity...")
This is through the stereotype that males should be involved in typically masculine things, therefore the fact that a make-up and cosmetics advert stars a man subverts stereotypes and gender roles that we have come to know over the years
13) How can our two advertising CSPs be used to argue that power has shifted from media institutions to audiences? (Clue: how did Manny and Shayler from the Maybelline advert first become famous?)
13) How can our two advertising CSPs be used to argue that power has shifted from media institutions to audiences? (Clue: how did Manny and Shayler from the Maybelline advert first become famous?)
In the older advert, the score haircream advert, publihed in '67, clearly displays power being in the hands of the institutions which are publishing these adverts,due to the fact that the people starring in it are likley to be from a modelling agency and have no care in the world for what they were representing or doing. Therefore for a contemporary advert to tar people who have that pasion and interest in the field of the advert clearly displays how the power has shifted from institutions to audiences as bth Manny and Shayler have over 3 millioon fllowers on instagram, meaning that the audience of Maybelline have displayed a clear interest in thee people.
14) 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?
14) 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?
Advertiing is a good example of the contradictory elemet due to the fact that is ha example of non binary gender, in being gender fluid, clearly being in ourCSP in the Maybelline advert, as well as being quite binary in the score haircream advert which ha examples of gender roles for both gender fduring thi period.
15) Finally, Gauntlett makes a clear case that things change and modern identities are increasingly fluid. How do our advertising CSPs demonstrate the changing attitudes towards gender and sexuality in society?
15) Finally, Gauntlett makes a clear case that things change and modern identities are increasingly fluid. How do our advertising CSPs demonstrate the changing attitudes towards gender and sexuality in society?
The Maybelline advert has a lot gender fluid references as the main star is gay, meaning that Maybelline is clearly open to the idea of being LGBTQ, which displays respect and thoughfulness from the brand to do so, displaying the fact that we may be moving to more accepting gender fluid society, which new attidudes towards being gay, lesbian etc.
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