David Gauntlett has written extensively about gender, identity and the mass media and is a key theorist for A Level Media Studies.
The Advertising and Marketing topic is a great opportunity to apply some of these ideas and give us some degree-level knowledge and theory.
David Gauntlett: Media, Gender and Identity
There is a huge amount we can take from Gauntlett's work across the mass media but these are three key ideas that we can apply to our Advertising and Marketing CSPs.
Idea 1: Identity is becoming more fluid
David Gauntlett writes that there is a “decline of tradition”.
“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. 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.”
Idea 2: There are generational differences
Gauntlett highlights the differences in views on identity between young and old – e.g. on homosexuality or masculinity.
“The mass media has become more liberal, and considerably more challenging to traditional standards… and this has been a reflection of changing attitudes, but also involves the media actively disseminating modern values.
Idea 3: Things change over time
Gauntlett talks positively about the media and audiences changing over time.
“Views of gender and sexuality, masculinity and femininity, identity and selfhood, are all in slow but steady processes of change and transformation.
“These things are not stationary. To discuss gender and media is to aim arguments at moving targets - which, again, is just as well.”
Gender, identity and advertising: blog task
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 term decline in tradition discloses to us that the conventional perspectives on sex, manliness and sexuality have altogether changed throughout the years for the two men and lady. The "decrease in custom" can be seen by the sore hair cream advert, where men are viewed as overwhelming, towards the female sexual orientation. Anyway in the present age men can act increasingly enthusiastic as opposed to stowing away and keeping their feelings inside them. With respect to Gaunlett shouts that they are never again alluded to as house spouse's or simple low status specialists who might get low salary, yet rather alludes them as "feisty successful workers icon".
2) How does Gauntlett suggest the media influences the way we construct our own identities?
The media rouses individuals to express their internal genuine self and help them increment their self-assurance, which would lead them to turn into their actual self. Sites inside the media, magazines and you tube designers help increment fearlessness inside individuals, additionally they express what they experience which would lead other individuals identifying with these situations all through their every day lives. Precedents could be, for example, films, programs, pop tunes and adverts, which Gaunlett trusts that they all give some sort of direction, spurring individuals to develop and change their personality and give recommendations ton how they should carry on with their life.
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?
The two cps indicates various perspectives reflected from two generational contrasts which Gaunlett discusses in the content. Gaunlett trusts that the main portion of the age demonstrates that individuals are less tolerant to homosexuality which is appeared using overviews and would feel less compassion to unmarried couples living respectively, anyway this is seen diversely to the more youthful age. The utilization of conventional frames of mind don't jump out at the second 50% of the age, anyway the main portion of the age see customary dispositions as something significant and can't adjust to the new age as it "thrives in their heart for people over 65+". Concerning utilisation of the two cps, the sort hair cream speaks to the conventional mentalities, speaking to customary estimations of how a 'man ought to be" and "how a lady ought to be", moreover the Maybelline Boss advert difficulties the conventional dispositions and demonstrates the contrast between the two ages as it challenges the customary demeanors of how a man ought to be in the public eye and how a lady ought to be in the public arena, which means the difficulties the 1960's advert as this maybelline advert indicates how individuals can be what they be without being made a decision in todays society and being acknowledged by everybody.
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?
Gaunlett discusses how 'good examples' are significant ideas, anyway this does not imply that it ought to be interpreted in as meaning somebody that an individual needs to duplicate. Besides good examples are considered more to be 'route focuses' as individuals steer their very own courses through life. Anyway their directing can likewise be spurred by more established individuals or from individuals around them, for example, guardians, instructors, companions and associates and other individuals they meet in their regular daily existence. This connects to Manny and Shayla as they are viewed as great good examples in. the media as they are not depicted adversely, demonstrating more youthful crowds who to gaze upward as well. In the advert Manny is straightforwardly communicating his internal identity as he is acting distinctive to how a man should act in the public eye as his activities conflicts with conventional frames of mind for men. He gives inspiration for men and is a good example for them as it enables men to turn out transparently about them selves without being weight or humiliated . Demonstrating how men can likewise express their feelings, in this manner conflicting with the conventional frames of mind of how a man should act.
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?
it gives a genuine case of customary manliness in light of the fact that the advert is about how the females are everywhere throughout the man who is conveying a firearm to appear to be predominant and prevailing. The women are typified and sexualised for the male look
6) Gauntlett consistently argues that masculinity is not in crisis. Can the Maybelline 'That Boss Life' advert be used as evidence of this?
es it can on the grounds that the principle entertainer is a transparently gay influencer which demonstrates that society is changing and ending up all the more tolerating so along these lines men simply need to discover a pace in this new society since ladies have so men can do it also.
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.
indeed some advert still present men as solid and manly to draw in the more established age as despite everything they trust that men has more power than ladies since they were raised in the old custom ways structure some time ago where ladies had no voice. anyway a few brands don't pursue with this generalization and moves it to pull in clients as they need their image to been viewed as tolerating to everybody.
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?
publicizing presents the possibility of young lady control as a result of web based life. there is an enormous network that help this and a few brands need to been viewed as supporting this thought so in this way advance it when promoting their items and enables ladies to have a voice.
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?
indeed I concur that the more youthful age is all the more tolerating and OK with changes in sexual orientation jobs all as a result of internet based life. web based life has permitted to assemble networks where there is a spot for everybody to have a voice and can be free so thereofre this permits the not to pass judgment and think like the old convention ways and the maybeliine advert bolsters this
10) How do the two advertising CSPs show the changing 'diversity of sexualities' that Gauntlett suggests?
the two adverts demonstrates changes of assorted variety of sexuality in light of the fact that in the score hair cream advert the man was displayed in the old convention ways while in the maybeline advert he was increasingly ladylike as he was transparently gay and the chime kid towards the end was more female
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)?
The key precedent given by Gauntlett are from scent brands. For instance: the CK One aroma utilized hermaphroditic symbolism to advance their scent as being impartial - "for a man or a lady". Likewise, a few brands investigated the possibility that sexuality is unusual. This was finished by uncovering that the 'desire object' was keen on their own sexual orientation.
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..."
Judith Butler proposed, and supplanted with different types of personality - not another scope of prohibitive classes, yet a bounty of methods of self-articulation. This cheerful overabundance of freed types of personality would be a major test to the conventional understandings of sex which we generally keep on clutching today. Maybelline utilize a transparently gay computerised influencer to be in there advert to advance their mascara. makes a progressively liquid, non-paired point of view toward sex. Which interfaces back to the possibility that Butler trusts that, 'Male and Female' characters ought to be broken and supplanted with numerous type of personality which will make society progressively aware to the decent variety of sexuality.
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?)
the power has moved from media establishments to gatherings of people since they have more control through web based life. Maybelline have intentionally utilised these two computerised impacts, because of their substantial web based life following. Along these lines, media organisations utilise these two advanced influences to bring issues to light positively for their item as they probably am aware these two have a vast fan base and in this manner their image will get perceived
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?
Inconsistencies are an inescapable result of the drive for various purposes of energy, so they once in a while trouble the present media producers, or for sure their gatherings of people. anyway previously - or the cutting edge prevalent perspective on the past - we never again get particular, direct messages about perfect kinds of male and female characters (albeit certain gatherings of highlights are obviously advanced as more attractive than others
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 Score advert mirrors the old, conventional qualities and philosophies that are at present being deconstructed by notices, for example, the Boss Life excellence battle. David Gauntlett, trusts that, Views of sex and sexuality, manliness and womanliness, character and self hood, are all in moderate yet unfaltering procedures of progress and change.
