Idea 1: Identity is becoming more fluid
David Gauntlett writes that there is a “decline of tradition”.
“The mass media is a force for change… 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. Meanwhile 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.”
Gauntlett highlights the differences in views on identity between young and old – e.g. on homosexuality or masculinity.
“The mass media has become more liberal, and considerably more challenging to traditional standards… and this has been a reflection of changing attitudes, but also involves the media actively disseminating modern values.
Idea 3: Things change over time
Gauntlett talks positively about the media and audiences changing over time.
“Views of gender and sexuality, masculinity and femininity, identity and selfhood, are all in slow but steady processes of change and transformation.
“These things are not stationary. To discuss gender and media is to aim arguments at moving targets - which, again, is just as well.”
Gender, identity and advertising: blog task
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?
"Today, it seems more appropriate to emphasise that, within limits, the mass media is a force for change. 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. Meanwhile 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. Although gender categories have not been shattered, these alternative ideas and images have at least created space for a greater diversity of identities." - The modern media has little to no acknowledgement of traditional media and traditional values. This contrast between modern media and traditional media can be seen from both CSPs. The Score hair cream depicts a more masculine representation of men, showing the male to be dominant and have possession over the women in the ad where as the Maybelline advert depicts a new societal value of gender fluidity and women independence through the use of a gay man and a wealthy black woman.
2) How does Gauntlett suggest the media influences the way we construct our own identities?
"Because 'inherited recipes for living and role stereotypes fail to function' (ibid), we have to make our own new patterns of being, and - although this is not one of Beck's emphases - it seems clear that the media plays an important role here". "Magazines, bought on one level for a quick fix of glossy entertainment, promote self-confidence (even if they partly undermine it, for some readers, at the same time) and provide information about sex, relationships and lifestyles which can be put to a variety of uses. Television programmes, pop songs, adverts, movies and the internet all also provide numerous kinds of 'guidance' - not necessarily in the obvious form of advice-giving, but in the myriad suggestions of ways of living which they imply. We lap up this material because the social construction of identity today is the knowing social construction of identity."
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 two CSPs reflect generational differences as they both depict masculinity and what it means to be a man/typical male attributes in two very different ways. The Score hair cream ad shows men as being the dominant figure in society (patriarchal) who's main focus is around women and conforms to societies (then) ideals about men. The Maybelline 'Boss Life' ad completely goes against the traditional ideals of a man shown in the Score hair cream ad as MannyMua is a representation of a gay male beauty influencer who is open and confident about his sexuality and femininity. This agrees with Gauntlett's idea that identity is becoming more fluid as there is a "decline in tradition" with in various media platforms.
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?
"I have suggested that by thinking about their own identity, attitudes, behaviour and lifestyle in relation to those of media figures - some of whom may be potential 'role models', others just the opposite - individuals make decisions and judgements about their own way of living (and that of others). It is for this reason that the 'role model' remains an important concept, although it should not be taken to mean someone that a person wants to copy." - Manny and Shayla are both a part of minority groups however have still succeeded in their field and have become rich which would be appealing to minority groups, giving them hope and feel proud to see that their minority is being represented in the media. More of a representation of minority groups in the media has been seen in the past couple of years compared to times of a more traditional society - this agrees with Gauntlett's idea that identity is becoming more fluid and how more and more people are beginning to look up to people who are inclined to being their self.
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?
Although traditional masculinity is not rid of completely in today's society, it can be argued that masculinity is in crisis and what it means to be masculine is changing from the traditional norms it was once the basis of. The Score hair cream provides such a good example of traditional masculinity as it reflects a patriarchy society where the man is dominant and shown to be in a higher position than females - this was normal in the society of 1967. As gender fluidity is becoming more apparent and acts have been passed such as one of gay marriage (2013 UK), it can be seen that masculinity is in crisis because more men feel as if they do not have to conform to traditional ideals, essentially changing the whole idea of what it means to be a male.
6) Gauntlett consistently argues that masculinity is not in crisis. Can the Maybelline 'That Boss Life' advert be used as evidence of this?
The Maybelline 'That Boss Life' advert can not be used for evidence against masculinity not being in crisis because the feature of MannyMua shows a whole new idea from society of gender fluidity and what is seen as being socially for a man to be/act in this current day and age. MannyMua is seen to be more feminine and doesn't really conform to the ideas of traditional masculinity but was still featured in this advertisement which shows how society is changing and is a lot different from how it used to be in regards of masculinity and what is socially acceptable for a man to do.
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.
Nowadays I don't think that the media has completely shut out the "conventional rugged, super-independent, extra strong macho man" as there are still traces of this in advertisement however it is notable that men are beginning to be represented in a new, more free way in the media. An example of advertisement still reinforcing quite traditional male ideals is 'Calvin Klein' or 'Gucci Guilty' who often feature a dominant man in their advertisement who is often placed behind or girl or in a sexual way. However, the Maybelline 'That Boss Life' ad is a perfect example of the change in the media of men and how the are represented as being more openly accepted and feminine.
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 the media as a whole is beginning to adapt this idea of 'girl power' and present women in a more confident, independent. However, the idea of 'male gaze' can still be seen throughout some aspects of the media which goes back on the idea that a woman may want to look/be a certain way for herself instead of for a man. Advertising still reinforces traditional representations of women which can be seen in many car ads where the man is usually the main driver with a woman in the passenger seat. This reinforces more traditional values of the man being the dominant person in the pair whilst the woman abides by him.
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 to a large extent with Gauntlett's argument where he suggests that younger generations are not threatened by traditional gender roles and are comfortable with social changes as these things are beginning to shape our new generation, creating more confident and open individuals. The Maybelline 'That Boss Life' advertisement reinforces this idea through the use of MannyMua who although is gay and a male who wears makeup, still has a large fan base and is widely influential which is evident through his followers and the immense amount of support he receives from them.
10) How do the two advertising CSPs show the changing 'diversity of sexualities' that Gauntlett suggests?
The two advertising CSPs show the changing 'diversity of sexualities' that Gauntlett suggests as the Score hair cream advert presents the man used as being a dominant, straight man who takes large interest in women where as the Maybelline advert uses a gay man who is presented as being feminine and proud. The advertisement dates have a difference of around 40 years which depicts the changing 'diversity of sexualities' in society throughout the decades.
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)?
"Judith Butler's manifesto for 'gender trouble' - the idea that the existing notions of sex, gender and sexuality should be challenged by the 'subversive confusion and proliferation' of the categories which we use to understand them. The binary division of 'male' and 'female' identities should be shattered, Butler suggested, and replaced with multiple forms of identity - not a new range of restrictive categories, but an abundance of modes of self-expression." "Some advertising - such as the sexually charged but androgynous imagery promoting 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. Other ads (such as ones for Impulse deoderant and Kronenbourglager) playfully teased heterosexual desires only to reveal that the lust object was more interested in their own sex, pointing audiences to the unpredictability of sexualities."
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 'That Boss Life' advert can be applied to Judith's Butler's work on 'gender trouble' as the use of the beauty influencer 'MannyMua' shatters the binary divisions of male and females as he is shown as being a man who is feminine and partakes in traditionally womanly things such as beauty and makeup. MannyMua does not have a typical male identity and therefore goes against the binary division of what it is to be a male or a female, creating his own meaning and identification.
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?)
The Maybelline 'that Boss Life' advert supports the argument that power has been shifted from media institutions to audiences as the whole purpose of using two well known influencers was to widen the audience and receive support from the followers of these two influencers.
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 in the media (more now) continues to both reinforce and challenge gender stereotypes as some media texts purposely use gay/transgender actors to reinforce the new normality of gender fluidity and being able to express who you are openly - the fact that media bring light to these minority groups challenges the stereotypes often associated with them.
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?
Our first CSP of the Score hair cream advertisement reinforce the more traditional stereotype of masculinity, sexuality and gender whereas the second CSP reinforces a more modern outlook on gender and sexuality as it uses two minority groups: gay people and women. In the Score hair advertising the demonstration of patriarchal society is portrayed showing men to be in control where as the Boss Life advertisement is empowering women and more feminine personas.
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