Gender and Identitiy - David Gauntlett
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?
Gauntlett states that between 20 and 30 years ago analysis of popular media text were often "backwards looking forces" that were reluctant to change and tried to push people into believing that they should conform to traditional values. In comparison to today's society it could be stated that the media is "force or change". This is seen in the Maybelline 'That Boss Life' campaign which is targeting a younger generation who hold more modern values and are more tolerant of the changes in society. The advert defies the typical representation of men in the media; what it is to be masculine as opposed to how the score hair cream advert defines masculinity. The Score Hair Cream advert is very explicit in telling it viewers that to 'be a man' you must assert your dominance over women both physically and mentally.
2) How does Gauntlett suggest the media influences the way we construct our own identities?
Gauntlett suggests that the media help influence the way in which we construct our identities through the fact it has allowed more "room" for different genders/identities to surface. He quotes Beck who suggested that every wants the freedom to "live their own lives" and that we all live an "experimental life". He says that magazines give entertainment, promotes self-confidence ( as well as destroying it) in provides the reader information about lifestyles and relationships. He suggests that the media provides as sense of guidance.
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 compared to the Maybelline "That Boss Life" campaign represent the generational differences between those born in the early twentieth century compared to those born in the latter part of it. The score hair cream advert represent how people from the earlier part of the century are much less accepting of homosexuality and struggle to sympathise with modern relationships, such a an unmarried couple living together. The score hair cream advert explicitly suggest that a man must show off his masculinity and assert himself and his dominance over women. It contains a theme of hypermasuclinity which is not so subtly show with props such as the shotgun which is a phallic symbol as well as something that shows he has control over the women. This advert heavily contrasts with the Maybelline which suggest to the audience that masculinity is defined by how one represents it. That fact Manny is an openly gay make up artist defies everything about typical masculinity ( everything the score hair cream advert stands for). The naybelline advert promotes more modern liberal values through the fact the different genders are non-binary and very queer.
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 ans Shayla are good examples of the role models Gauntlett mentions as they are people who have made decisions and judgements about how they choose to live. He suggests that a role model 'navigates' individuals and helps steer them into the right directions. He continues to say that role models are not necessarily people that individuals will want to copy but will 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 being shown as is considered to be a hypermasculin advert. The are various examples of male dominance being explicitly shown to its audience. For instance the way the male model has been placed onto of the females as if to say to the audience women are much more inferior than men are in society. The fact most of the models are looking at the male suggest to the audience he has their undivided attention. It is almost as if he has a certain pwer of these women and that he is capable of 'controlling' them. Another
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 believe that adverts support the idea of 'girl power' to some extent. There are many adverts that promote the idea that women should be themselves, confident and independent. Examples include the Always 'Like a girl' campaign.
However, despite all the positive messages that advertisers convey, women are still continuously sexualised in advertising. This provides the argument that women are still seen as objects and are used for the pleasure of me. An example is the Dove real beauty campaign. Such a beautiful concept about diversity and difference but was it necessary for them to be in underwear?
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?
Yes I agree with Gauntlett's argument that younger generations are not threatened by traditional gender roles and are more comfortable with social changes. This is because they have grown up in a world where men are equal with women, where the LGBT community is continuously praised and supported and where they are surrounded by adverts like the Maybelline one, where a non-binary and fluid representation of gender is created. However, there is a possibility that they can hold views against the modern social changes due to their parents and upbringing. Their parents are likely to hold views of traditional gender roles and this may be passed on to them which they may pass on to their children as well.
10) How do the two advertising CSPs show the changing 'diversity of sexualities' that Gauntlett suggests?
In the Score hair cream advert, a highly heterosexual image of men is created and the consumers are reassured that using the cream won't make them any less masculine ('made by men'). However, the Maybelline advert takes a totally different approach to sexualities. They chose a gay man to feature in their advert and he is just as enthusiastic about the mascara as Shayla is.
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)?
12) How can the Maybelline 'That Boss Life' advert be applied to Judith Butler's work on 'gender trouble'?
The Maybelline adverts supports Judith Butler's idea that "The binary division of 'male' and 'female' identities should be shattered, and replaced with multiple forms of identity..." because the male and female in the advert (Manny and Shayla) both have a common interest with makeup and their gender isn't stopping them from doing this.
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?)
When the Score hair cream advert was published in 1967, advertising companies controlled and dominated the media. There wasn't much room for audiences to come forward and debate the ideas that the media was conveying because social media didn't exist. However, after the rise of the internet and social media, the power of the media can be said to have shifted to audiences. Manny and Shyla both became famous on their own through YouTube which shows how influential an individual can be. Furthermore, if adverts were to represent something in the media that audiences don't agree with, they will receive massive backlash and protests. Audience aren't passive audiences anymore, they fight for what they think is right. An example is the Protein World's 'beach body ready' campaign that lead to much controversy because of its inappropriate message.
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?
Advertising challenges traditional gender stereotypes because of its continuous representation of gender as fluid and non-binary. However, it also reinforces traditional stereotypes by always sexualising both men and women and representing them in a way that fits their corresponding gender roles.
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 hair cream advert reinforces traditional views of gender and sexuality whereas the Maybelline advert offers a contemporary and new approach to gender and sexuality. The 50 year gap between the two adverts illustrate how much things can change over time.
Gauntlett states that between 20 and 30 years ago analysis of popular media text were often "backwards looking forces" that were reluctant to change and tried to push people into believing that they should conform to traditional values. In comparison to today's society it could be stated that the media is "force or change". This is seen in the Maybelline 'That Boss Life' campaign which is targeting a younger generation who hold more modern values and are more tolerant of the changes in society. The advert defies the typical representation of men in the media; what it is to be masculine as opposed to how the score hair cream advert defines masculinity. The Score Hair Cream advert is very explicit in telling it viewers that to 'be a man' you must assert your dominance over women both physically and mentally.
2) How does Gauntlett suggest the media influences the way we construct our own identities?
Gauntlett suggests that the media help influence the way in which we construct our identities through the fact it has allowed more "room" for different genders/identities to surface. He quotes Beck who suggested that every wants the freedom to "live their own lives" and that we all live an "experimental life". He says that magazines give entertainment, promotes self-confidence ( as well as destroying it) in provides the reader information about lifestyles and relationships. He suggests that the media provides as sense of guidance.
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 compared to the Maybelline "That Boss Life" campaign represent the generational differences between those born in the early twentieth century compared to those born in the latter part of it. The score hair cream advert represent how people from the earlier part of the century are much less accepting of homosexuality and struggle to sympathise with modern relationships, such a an unmarried couple living together. The score hair cream advert explicitly suggest that a man must show off his masculinity and assert himself and his dominance over women. It contains a theme of hypermasuclinity which is not so subtly show with props such as the shotgun which is a phallic symbol as well as something that shows he has control over the women. This advert heavily contrasts with the Maybelline which suggest to the audience that masculinity is defined by how one represents it. That fact Manny is an openly gay make up artist defies everything about typical masculinity ( everything the score hair cream advert stands for). The naybelline advert promotes more modern liberal values through the fact the different genders are non-binary and very queer.
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 ans Shayla are good examples of the role models Gauntlett mentions as they are people who have made decisions and judgements about how they choose to live. He suggests that a role model 'navigates' individuals and helps steer them into the right directions. He continues to say that role models are not necessarily people that individuals will want to copy but will 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 being shown as is considered to be a hypermasculin advert. The are various examples of male dominance being explicitly shown to its audience. For instance the way the male model has been placed onto of the females as if to say to the audience women are much more inferior than men are in society. The fact most of the models are looking at the male suggest to the audience he has their undivided attention. It is almost as if he has a certain pwer of these women and that he is capable of 'controlling' them. Another
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 believe that adverts support the idea of 'girl power' to some extent. There are many adverts that promote the idea that women should be themselves, confident and independent. Examples include the Always 'Like a girl' campaign.
However, despite all the positive messages that advertisers convey, women are still continuously sexualised in advertising. This provides the argument that women are still seen as objects and are used for the pleasure of me. An example is the Dove real beauty campaign. Such a beautiful concept about diversity and difference but was it necessary for them to be in underwear?
Yes I agree with Gauntlett's argument that younger generations are not threatened by traditional gender roles and are more comfortable with social changes. This is because they have grown up in a world where men are equal with women, where the LGBT community is continuously praised and supported and where they are surrounded by adverts like the Maybelline one, where a non-binary and fluid representation of gender is created. However, there is a possibility that they can hold views against the modern social changes due to their parents and upbringing. Their parents are likely to hold views of traditional gender roles and this may be passed on to them which they may pass on to their children as well.
10) How do the two advertising CSPs show the changing 'diversity of sexualities' that Gauntlett suggests?
In the Score hair cream advert, a highly heterosexual image of men is created and the consumers are reassured that using the cream won't make them any less masculine ('made by men'). However, the Maybelline advert takes a totally different approach to sexualities. They chose a gay man to feature in their advert and he is just as enthusiastic about the mascara as Shayla is.
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 'for a man or a woman'
- Kronenbourg lager
- Impulse deodorant
12) How can the Maybelline 'That Boss Life' advert be applied to Judith Butler's work on 'gender trouble'?
The Maybelline adverts supports Judith Butler's idea that "The binary division of 'male' and 'female' identities should be shattered, and replaced with multiple forms of identity..." because the male and female in the advert (Manny and Shayla) both have a common interest with makeup and their gender isn't stopping them from doing this.
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?)
When the Score hair cream advert was published in 1967, advertising companies controlled and dominated the media. There wasn't much room for audiences to come forward and debate the ideas that the media was conveying because social media didn't exist. However, after the rise of the internet and social media, the power of the media can be said to have shifted to audiences. Manny and Shyla both became famous on their own through YouTube which shows how influential an individual can be. Furthermore, if adverts were to represent something in the media that audiences don't agree with, they will receive massive backlash and protests. Audience aren't passive audiences anymore, they fight for what they think is right. An example is the Protein World's 'beach body ready' campaign that lead to much controversy because of its inappropriate message.
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?
Advertising challenges traditional gender stereotypes because of its continuous representation of gender as fluid and non-binary. However, it also reinforces traditional stereotypes by always sexualising both men and women and representing them in a way that fits their corresponding gender roles.
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 hair cream advert reinforces traditional views of gender and sexuality whereas the Maybelline advert offers a contemporary and new approach to gender and sexuality. The 50 year gap between the two adverts illustrate how much things can change over time.
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