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:
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 identities is magazines due to the fact that they promote self-confidence. Some TV programmes also do this, through providing guidance to their problems as well as ones that are similar.
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?
That Boss Life:
This CSP uses a male to promote cosmetics, a new norm we may need to get used to as this would not be normal during the era that which the Score hair cream advert was published. It is most definitely a good thing that this media product is promoting modern liberal values as it may empower people who aren't represented appropriately to achieve some sense of equality in society so that they can feel comfortable and not have to live life worrying about being accepted into society and such.
Score Hair Cream:
On the other hand, the Score hair cream advert is promoting non-liberal and old values which are quite one-sided and do not support other sexual orientations other than being straight. This, of course, is due to the fact that being a homosexual was decriminalised the same year that this print advert was published.Not only this, but it was considered unusual and weird to be gay during this era.
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?
Gauntlett explains how these role models make their own judgements as well as be people that people would want to copy. This is important due to the fact that the advert for Maybelline is trying to represent a higher lifestyle with better make-up. This representation of the make-up presents a new outlook on make-up that goes against what it is normally thought out to be and that it is for both genders.
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?
This is because the score hair cream advert is an example of hypermasculinity, this is through the costume, props, and overall mise en scene, which promote male dominance. This links to the idea that masculinity is not in crisis an the main subject in the advert Are clearly dominant over these other women.
6) Gauntlett consistently argues that masculinity is not in crisis. Can the Maybelline 'That Boss Life' advert be used as evidence of this?
I believe that the Maybelline advert does not suggest that masculinity is in crisis as the male role in this advert, the ambassador of the product and brand, is advertising this product, therefore he does have a vision and is not lost in where he fits in this contemporary society,
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.
In a way, advertising does reinforce this ideology of a male, clearly displayed by the Lynx adverts, which display the male lead impressing the ladies by applying his fragrance and impressing these ladies, which reinforces the male stereotypes in adverts that using the product will get you more girls because that is most definitely what you want.
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?
Advertising does provide evidence for the idea of girl power still being alive due to many artit, idols and other social influencers who are empowering girls and women all over the world. An example is perfume adverts where the female lead seems to be in control of the male lead in making herself seem more desirable, also in not needing the said male.
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 believe that as young people, we are more open-minded and accepting of new beliefs, as well as aren't threatened by traditional gender roles, the same way previous generations are, so much so that we could be at a point where we are seeing less and less myoginy in younger people in the news and the media in general.
10) How do the two advertising CSPs show the changing 'diversity of sexualities' that Gauntlett suggests?
The score hair cream advert doe not really display the diversity within genders due to the fact that they are displaying typical gender roles.
However, the Maybelline advert does display the diversity of sexualities as there is a male lead in what would normally be a females normal position, at least for that product, being a cosmetic product.
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' - had reminded viewers of the similarity of genders. Other ads include such as ones for Impulse deodorant and 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...")
This is through the stereotype that males should be involved in typically masculine things, therefore the fact that a make-up and cosmetics advert stars a man subverts stereotypes and gender roles that we have come to know over the years
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 Shayler from the Maybelline advert first become famous?)
In the older advert, the score hair cream advert, published in '67, clearly displays power being in the hands of the institutions which are publishing these adverts,due to the fact that the people starring in it are likely to be from a modelling agency and have no care in the world for what they were representing or doing. Therefore for a contemporary advert to tar people who have that passion and interest in the field of the advert clearly displays how the power has shifted from institutions to audiences as both Manny and Shayler have over 3 million followers on Instagram, meaning that the audience of Maybelline has displayed a clear interest in thee people.
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 is a good example of the contradictory element due to the fact that is an example of non-binary gender, in being gender fluid, clearly being in our CSP in the Maybelline advert, as well as being quite binary in the score hair cream advert which has examples of gender roles for both gender during this period.
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 has a lot gender fluid references as the main star is gay, meaning that Maybelline is clearly open to the idea of being LGBTQ, which displays respect and thoughtfulness from the brand to do so, displaying the fact that we may be moving to more accepting gender fluid society, which new attitudes towards being gay, lesbian etc.
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
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 identities is magazines due to the fact that they promote self-confidence. Some TV programmes also do this, through providing guidance to their problems as well as ones that are similar.
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?
That Boss Life:
This CSP uses a male to promote cosmetics, a new norm we may need to get used to as this would not be normal during the era that which the Score hair cream advert was published. It is most definitely a good thing that this media product is promoting modern liberal values as it may empower people who aren't represented appropriately to achieve some sense of equality in society so that they can feel comfortable and not have to live life worrying about being accepted into society and such.
Score Hair Cream:
On the other hand, the Score hair cream advert is promoting non-liberal and old values which are quite one-sided and do not support other sexual orientations other than being straight. This, of course, is due to the fact that being a homosexual was decriminalised the same year that this print advert was published.Not only this, but it was considered unusual and weird to be gay during this era.
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?
Gauntlett explains how these role models make their own judgements as well as be people that people would want to copy. This is important due to the fact that the advert for Maybelline is trying to represent a higher lifestyle with better make-up. This representation of the make-up presents a new outlook on make-up that goes against what it is normally thought out to be and that it is for both genders.
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?
This is because the score hair cream advert is an example of hypermasculinity, this is through the costume, props, and overall mise en scene, which promote male dominance. This links to the idea that masculinity is not in crisis an the main subject in the advert Are clearly dominant over these other women.
6) Gauntlett consistently argues that masculinity is not in crisis. Can the Maybelline 'That Boss Life' advert be used as evidence of this?
I believe that the Maybelline advert does not suggest that masculinity is in crisis as the male role in this advert, the ambassador of the product and brand, is advertising this product, therefore he does have a vision and is not lost in where he fits in this contemporary society,
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.
In a way, advertising does reinforce this ideology of a male, clearly displayed by the Lynx adverts, which display the male lead impressing the ladies by applying his fragrance and impressing these ladies, which reinforces the male stereotypes in adverts that using the product will get you more girls because that is most definitely what you want.
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?
Advertising does provide evidence for the idea of girl power still being alive due to many artit, idols and other social influencers who are empowering girls and women all over the world. An example is perfume adverts where the female lead seems to be in control of the male lead in making herself seem more desirable, also in not needing the said male.
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 believe that as young people, we are more open-minded and accepting of new beliefs, as well as aren't threatened by traditional gender roles, the same way previous generations are, so much so that we could be at a point where we are seeing less and less myoginy in younger people in the news and the media in general.
10) How do the two advertising CSPs show the changing 'diversity of sexualities' that Gauntlett suggests?
The score hair cream advert doe not really display the diversity within genders due to the fact that they are displaying typical gender roles.
However, the Maybelline advert does display the diversity of sexualities as there is a male lead in what would normally be a females normal position, at least for that product, being a cosmetic product.
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' - had reminded viewers of the similarity of genders. Other ads include such as ones for Impulse deodorant and 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...")
This is through the stereotype that males should be involved in typically masculine things, therefore the fact that a make-up and cosmetics advert stars a man subverts stereotypes and gender roles that we have come to know over the years
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 Shayler from the Maybelline advert first become famous?)
In the older advert, the score hair cream advert, published in '67, clearly displays power being in the hands of the institutions which are publishing these adverts,due to the fact that the people starring in it are likely to be from a modelling agency and have no care in the world for what they were representing or doing. Therefore for a contemporary advert to tar people who have that passion and interest in the field of the advert clearly displays how the power has shifted from institutions to audiences as both Manny and Shayler have over 3 million followers on Instagram, meaning that the audience of Maybelline has displayed a clear interest in thee people.
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 is a good example of the contradictory element due to the fact that is an example of non-binary gender, in being gender fluid, clearly being in our CSP in the Maybelline advert, as well as being quite binary in the score hair cream advert which has examples of gender roles for both gender during this period.
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 has a lot gender fluid references as the main star is gay, meaning that Maybelline is clearly open to the idea of being LGBTQ, which displays respect and thoughtfulness from the brand to do so, displaying the fact that we may be moving to more accepting gender fluid society, which new attitudes towards being gay, lesbian etc.
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