Gauntlett: Gender, Identity and Advertising
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.
He believes the mass media is a force for change and that traditional views of women as a housewife or a low-status worker has changed to feisty, successful 'girl power' icons. Whereas, traditional masculine ideals of absolute toughness, stubborn self reliance and emotional silence has changes because of the new emphasis on men's emotions, need for advice and the problems of masculinity. We can link this back to our CSP's because the Score hair cream advert created in 1967 reinforces traditional gender stereotypes presenting males as dominant and sexualising women. However, in the Maybelline 'That Boss Life' advert they present an openly gay makeup artist called Manny Guttierrez providing a more gender fluid perspective.
2) How does Gauntlett suggest the media influences the way we construct our own identities?
Gauntlett suggests that there is more room for different identities to emerge but also the construction of identity has become a known requirement. The media helps us decide what we want to be and provides us with tools to shape our identity. Magazines promote self-confidence and provide us with entertainment, information about sex, relationships and lifestyles that we could use to shape our selves. Television programmes, pop songs, adverts, movies and the internet also provides us with numerous kinds of 'guidance' where some of these 'tools' maybe useful to you or more useful to someone else. Gauntlett suggests that 'your life is your project and there is no escape'.
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 Score hair cream advert and the Maybelline ad present several differences that reflect the contrasting perspectives between the generations. The Score hair cream advert reinforces traditional gender stereotypes where the males are seen as more dominant than women. And, that women are sexualised because that was seen as 'normal.' However, Maybelline represents masculinity in a very different way which reinforces the idea of generational differences. Maybelline uses an openly gay male make up artist names Manny Gutierrez which reflects the changing view of different generations. It is good that the media is promoting more liberal values because it "reflects the changing attitudes, but also involves the media actively disseminating modern values.
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?
Manny and Shayla are good examples of role models that Gauntlett discusses because they "serve as navigation points" and help "individuals steer their own personal routes through life." By being digital influences with several million followers they encourage and inspire them.
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 hair cream advert is a good example of traditional masculinity because it reinforces the idea of hyper-masculinity by representing the male figure as an extra-strong macho man and having females looking desperate to get his attention and being sexualised. Masculinity maybe in crisis because men may not know how to act or know their role in society because they are still attached to the traditional role of masculinity.
6) Gauntlett consistently argues that masculinity is not in crisis. Can the Maybelline 'That Boss Life' advert be used as evidence of this?
Maybelline can be used as evidence because they feature a male who is openly gay and loves makeup. They use Manny MUA because he is comfortable the way he is and accepts the idea of gender fluidity.
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.
For:
- Men's Health magazines reinforce the extra strong macho man stereotype
- GQ magazine reinforces the super independent male type
Against:
- When Covergirl used James Charles as the model for the front page, it was the first time a male was used
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?
I think that advertising supports the idea of 'Girl Power' by using more females to promote self confidence such as the Dove ads that do not discriminate against any women but empower them. However, some adverts still reinforce traditional gender stereotypes such as fragrance ads as they sexualise women and men in order to sell their product.
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 agree that younger generations are not threatened by traditional gender roles and are more comfortable with social changes because they have grown up where women are equal with men. Younger generations are more open minded and accepting of changes and this is reflected by the change in way masculinity is represented in adverts like the Score hair cream compared to the Maybelline advert.
10) How do the two advertising CSPs show the changing 'diversity of sexualities' that Gauntlett suggests?
The tolerance of sexual diversity has grown which can be seen in our CSP's. The Score hair cream advert reinforced the idea of heterosexuality and hyper-masculinity which has changed through out time and can be seen in the Maybelline advert because they use Manny Gutierrez who is an openly gay make up artist.
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
- Impulse deoderant
- Kronenbourg lager
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...")
The Maybelline advert uses both male and female make up artist Shayla Mitchell and Manny Gutierrez who are seen to be promoting their new mascara and enjoying the look of it, Manny MUA is seen to be enjoying the product just as much as Shayla is and potentially more.
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 Shayla from the Maybelline advert first become famous?)
Manny and Shayla become famous through creating YouTube videos and shows that they had control of their content and how they would like to be represented.
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?
Gauntlett suggests that media texts tend to "put out a whole spectrum of messages which cannot be reconciled." This suggests the idea that adverts present several different messages that contradict each other. Brands ca reinforce traditional gender stereotypes but also challenge them by presenting females as strong independent women.
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 alternative representation of masculinity by having Manny MUA within their advert promoting their mascara line. Where as, the Score hair cream advert has a clear representation of masculinity as strong, rugged and tough. This emphasises the change withing attitudes towards sexuality and gender fluidity. Society is now more accepting of gender fluidity and is now more sexually diverse.
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?
He believes the mass media is a force for change and that traditional views of women as a housewife or a low-status worker has changed to feisty, successful 'girl power' icons. Whereas, traditional masculine ideals of absolute toughness, stubborn self reliance and emotional silence has changes because of the new emphasis on men's emotions, need for advice and the problems of masculinity. We can link this back to our CSP's because the Score hair cream advert created in 1967 reinforces traditional gender stereotypes presenting males as dominant and sexualising women. However, in the Maybelline 'That Boss Life' advert they present an openly gay makeup artist called Manny Guttierrez providing a more gender fluid perspective.
2) How does Gauntlett suggest the media influences the way we construct our own identities?
Gauntlett suggests that there is more room for different identities to emerge but also the construction of identity has become a known requirement. The media helps us decide what we want to be and provides us with tools to shape our identity. Magazines promote self-confidence and provide us with entertainment, information about sex, relationships and lifestyles that we could use to shape our selves. Television programmes, pop songs, adverts, movies and the internet also provides us with numerous kinds of 'guidance' where some of these 'tools' maybe useful to you or more useful to someone else. Gauntlett suggests that 'your life is your project and there is no escape'.
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 Score hair cream advert and the Maybelline ad present several differences that reflect the contrasting perspectives between the generations. The Score hair cream advert reinforces traditional gender stereotypes where the males are seen as more dominant than women. And, that women are sexualised because that was seen as 'normal.' However, Maybelline represents masculinity in a very different way which reinforces the idea of generational differences. Maybelline uses an openly gay male make up artist names Manny Gutierrez which reflects the changing view of different generations. It is good that the media is promoting more liberal values because it "reflects the changing attitudes, but also involves the media actively disseminating modern values.
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?
Manny and Shayla are good examples of role models that Gauntlett discusses because they "serve as navigation points" and help "individuals steer their own personal routes through life." By being digital influences with several million followers they encourage and inspire them.
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 hair cream advert is a good example of traditional masculinity because it reinforces the idea of hyper-masculinity by representing the male figure as an extra-strong macho man and having females looking desperate to get his attention and being sexualised. Masculinity maybe in crisis because men may not know how to act or know their role in society because they are still attached to the traditional role of masculinity.
6) Gauntlett consistently argues that masculinity is not in crisis. Can the Maybelline 'That Boss Life' advert be used as evidence of this?
Maybelline can be used as evidence because they feature a male who is openly gay and loves makeup. They use Manny MUA because he is comfortable the way he is and accepts the idea of gender fluidity.
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.
For:
- Men's Health magazines reinforce the extra strong macho man stereotype
- GQ magazine reinforces the super independent male type
Against:
- When Covergirl used James Charles as the model for the front page, it was the first time a male was used
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?
I think that advertising supports the idea of 'Girl Power' by using more females to promote self confidence such as the Dove ads that do not discriminate against any women but empower them. However, some adverts still reinforce traditional gender stereotypes such as fragrance ads as they sexualise women and men in order to sell their product.
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 agree that younger generations are not threatened by traditional gender roles and are more comfortable with social changes because they have grown up where women are equal with men. Younger generations are more open minded and accepting of changes and this is reflected by the change in way masculinity is represented in adverts like the Score hair cream compared to the Maybelline advert.
10) How do the two advertising CSPs show the changing 'diversity of sexualities' that Gauntlett suggests?
The tolerance of sexual diversity has grown which can be seen in our CSP's. The Score hair cream advert reinforced the idea of heterosexuality and hyper-masculinity which has changed through out time and can be seen in the Maybelline advert because they use Manny Gutierrez who is an openly gay make up artist.
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
- Impulse deoderant
- Kronenbourg lager
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...")
The Maybelline advert uses both male and female make up artist Shayla Mitchell and Manny Gutierrez who are seen to be promoting their new mascara and enjoying the look of it, Manny MUA is seen to be enjoying the product just as much as Shayla is and potentially more.
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 Shayla from the Maybelline advert first become famous?)
Manny and Shayla become famous through creating YouTube videos and shows that they had control of their content and how they would like to be represented.
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?
Gauntlett suggests that media texts tend to "put out a whole spectrum of messages which cannot be reconciled." This suggests the idea that adverts present several different messages that contradict each other. Brands ca reinforce traditional gender stereotypes but also challenge them by presenting females as strong independent women.
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 alternative representation of masculinity by having Manny MUA within their advert promoting their mascara line. Where as, the Score hair cream advert has a clear representation of masculinity as strong, rugged and tough. This emphasises the change withing attitudes towards sexuality and gender fluidity. Society is now more accepting of gender fluidity and is now more sexually diverse.
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