DAVID GAUNTLETT AND MASCULINITY

David Gauntlett: academic reading

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

-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. 

-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.

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

- In late modern societies everyone wants to 'live their own life', but this is, at the same time, 'an experimental life'. Since the social world is no longer confident in its traditions, every approach to life, whether seemingly radical or conventional, is somewhat risky and needs to be worked upon.

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

- People born in the first half of the twentieth century are less tolerant of homosexuality, and less sympathetic to unmarried couples living together, than their younger counterparts.

-Older people are also unlikely to be consumers of magazines like Cosmopolitan, More or FHM, and are not a key audience for today's pop music sensations.

-The mass media has become more liberal, and considerably more challenging to traditional standards, since then, and this has been a reflection of changing attitudes, but also involves the media actively disseminating modern values.

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

- "I argued that men's magazines have an almost obsessive relationship with the socially constructed nature of manhood." 

- "The problem for men was not seen as being their new role - or lack of one; instead, men's troubles stemmed from their exaggerated and pointless commitment to men's old role, the traditional role of provider and strong, emotionless rock. Where men had a problem, then, it was not so much because society had changed, but because they as individual men had failed to modernise and keep up. In contrast with women's 'you can be anything' ethos, the identities promoted to men are relatively constrained."

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.

- Adverts such as "Old Spice" still reinforce the "conventionally rugged, super-independent, extra-strong macho man" idea.

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? 

-Magazines for young women are emphatic in their determination that women must do their own thing, be themselves, and/or be as outrageously sassy and sexy as possible (see chapter nine). Several recent movies have featured self-confident, tough, intelligent female lead characters (chapter four). Female pop stars sing about financial and emotional independence, inner strength, and how they don't need a man; and the popular mantra of self-help books is that women can become just as powerful as these icons, if they cultivate their confidence and self-belief, and draw up a plan of self-development (chapter ten).

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?

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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)?

- 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.

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?

Media Magazine: Andrew Tate - Masculinity in crisis?

1) What is misogyny and how does it link to Andrew Tate?

2) How does the article suggest Andrew Tate used social media to build up his reputation and following?

3) Does Andrew Tate's popularity suggest there is in fact a 'crisis in masculinity' - disagreeing with David Gauntlett's view?