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
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.”
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.
1) What examples does Gauntlett provide of the "decline of tradition"?
2) How does Gauntlett suggest the media influences the way we construct our own identities?
3) What does Gauntlett suggest regarding generational differences? Is it a good thing that the media seems to promote modern liberal values?
4) Why does Gauntlett suggest that masculinity is NOT in crisis?
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.
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?
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?
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?
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?
This is a significant amount of work but you'll have some lesson time to start the reading. Complete this for homework, due next Monday.
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