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 . 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? Examples of a decline of masculinity that Gauntlett described were: Role models Masculinity possibly in crisis The diversity of sexualities Gender trouble 2) How does Gauntlett suggest the media influences the way we construct our own identities? Gauntlett suggests that as people it is normal for us to construct our identities through what we see from our parents, as well as on social media. Another factor that we may use to construct id...
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) How does the advert use narrative? Apply at least three narrative theories to the text, making specific reference to specific shots or key scenes in the advert. In the advert, we are shown action and enigma codes throughout the ad, starting with the kid scoring a goal in training, if the girl playing football gets noticed if more people play ice hockey and enigma codes of why the girl has to fight her family and if the man skateboarding get's away from security. In a way Todorov's equilibrium is shown with the man casually walking into the store and then having to cycle to his mate, leading to the chain of sports being mentioned, but then at the end of the advert there is a scene of the man on his cycle in his new equilibrium of choosing to cycle to his friend. Lastly, there is an element of Propps Charater theory with the hero(s) being all the people doing the sports and the donor being the coaches such as Gareth Southgate that are shown, the villain i...
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