Gender, identity and advertising

1) What examples does Gauntlett provide of the "decline of tradition"?

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. Meanwhile, the masculine ideals of absolute toughness, stubborn self-reliance and emotional silence have been shaken by a new emphasis on men's emotions, their need for advice, and the problems of masculinity. Although gender categories have not been shattered, these alternative ideas and images have at least created space for a greater diversity of identities.

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

Magazines are bought on one level for a quick fix of glossy entertainment, promote self-confidence (even if they partly undermine it, for some readers, at the same time) and provide information about sex, relationships and lifestyles which can be put to a variety of uses. Television programmes, pop songs, adverts, movies and the internet all also provide numerous kinds of 'guidance' - not necessarily in the obvious form of advice-giving, but in the myriad suggestions of ways of living which they imply.

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

Modern media has little time or respect for tradition. The whole idea of traditions comes to seem quite strange. Why would we want to do the same as previous generations? What's so great about the past? Popular media fosters the desire to create new modes of life - within the context of capitalism. Whether one is happy with capitalism or seeks its demise, it must surely be considered good if modern media is encouraging the overthrow of traditions which kept people within limiting compartments.

It is a good thing as it helps to represent more people in the media.

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

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 practised and perfected.

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 broader advertising industry.

Yes, it does.

6) Gauntlett discusses the idea of 'girl power' and offers examples from music and film. Does advertising provide evidence to support the concept of 'girl power' or is the industry still reinforcing traditional representations of men and women?

Women are being represented in films, but the main protagonists are still likely to be men

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, Sephora adverts feature men wearing makeup.

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)?

Some advertising - such as the sexually charged but androgynous imagery promoting the CK One fragrance 'for a man or a woman - had reminded viewers of the similarity of genders, hinting that it wouldn't matter which of the attractive male or female models you chose to desire. Other ads (such as ones for Impulse deodorant and Kronenbourg lager) playfully teased heterosexual desires only to reveal that the lust object was more interested in their own sex, pointing audiences to the unpredictability of sexualities.

9) Why is advertising such a good example of the 'contradictory elements' that Gauntlett discusses about the mass media? In other words, how does advertising continue to both reinforce and challenge gender stereotypes?

There are elements of gender stereotypes being challenged but for the most part gender stereotypes are still reinforced for simplicity.

10) 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, as the media is slowly evolving over time.