Gender, identity and advertising: blog task
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?
2) How does Gauntlett suggest the media influences the way we construct our own identities?
Modern societies don't leave people in any doubt that they need to make choices of identity and lifestyle-even if their preferred options are rather obvious and conventional ones. Also, in late modern socities everyone wants to 'live their own life', but this is, at the same time an experimental life, and because the social world is no longer confident in its traditions each approach to life is somewhat risky and needs work. Because inherited recipes for living and role stereotypes fail to function we must make out own new patterns of being, making it clear that the media plays an important role. For instance, magazines, bought on one level for a quick fix of glossy entertainment, promote self-confidence and provide information about sex,relationships and lifestyles.
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 show the generational differences that Gauntlett clearly discusses, as he believes that people born in the first half of the 20th century are less tolerant of homosexuality and more prone to hating on it and less sympathetic to people that aren't married living under the same roof. Whereas. those born in the second half are more tolerant and accepting to things like homosexuality.
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 believe Manny and Shayla are good role models for this generation as they serve as navigation points helping those shy to show their true self be more open and accept who they are no matter what others think. Especially since Manny Mua is a gay social influencer is very helpful for teenagers afraid to make their sexuality evident as Manny has openly come out as gay, showing you shouldn't feel indifferent just because of your sexuality.
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?
Gauntlett suggests, 'the continuous flow of lifestyle, health, relationship and sex advice, and the repetitive curiosity about what the featured females look for in a partner, point to a clear view that the performance of masculinity can and should be practised and perfected, this may not appear ideal- it sounds as if mens magazines are geared to turning out a stream of identical men'. This is done in order to show the way that magazines are attempting to portray men in a masculine way.
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 advert can be used as evidence of this as it subversts traditional stereotypes, meaning that men still have a lot of power considering they are making their own choices without worrying about what others may perceive them as/ not be judged for being interested in different things that you wouldn't see back in the 1960s as it wouldn't be as accepting.
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.
It is arguable that advertising does reinforce the rugged, masculine and commanding view on men as adverts still constantly show this image of an 'ideal man' to be muscular and independent, reinforcing the stereotype that men must be independent and strong physically (and mentally) in order to be viewed as a 'man' which could in fact mean that masculinity is indeed in crisis because of how men are continuously how to behave and present themselves, the 'right way'.At the same time you can argue that adverts don't reinforce the conventionally rugged and extra strong macho man as in the Maybelline advert we see Manny act in a very feminine way, completely disregarding social norms.
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?
Gauntlett believes magazines are promoting for young women to be who they want to be and to be as sexy as possible. This is shown through many examples as many media types in this era have featured lead female characters who are very intelligent and strong in many different ways. Similarly female talents in the music scene talk about and promote independence as times are changing. This is clear evidence of how women have become so much more independent and have made a name for themselves in today's society, as compared to back in the 1960s they were constantly undermined and seen as weaker to all men which was a normal thing.
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 with Gauntlett as I believe that this new young generation is much more accepting of the differences in society which is probably because it's what they have grown up around, therefore becoming accustomed to it very easily. However older generations find all these new changes to society very hard to accustom to, therefore not being accepting at all like in our CSPs as they offer different representations of masculinity as they are from two different generations.
10) How do the two advertising CSPs show the changing 'diversity of sexualities' that Gauntlett suggests?
The 'That boss life' advert features both males and females, one of the main aspects being that one of the males is a openly gay, which shows the diversity in society as representations are constantly being changed. It also shows how the younger generation is much more accepting of homosexuality and just not just faling into these general masculine societal norms. The Maybelline advert connotes how society is changing in terms diversity in sexuality.
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)?
The examples given by Gauntlett are beauty fragrance brands. One example is CK promoting their fragrance as being gender neutral as it stats, 'for a man or a woman'.
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 fact a gay male make up artist is utilised in this advert is very supporting of the idea that 'binary division of male and female identities should be shattered'. This pushes the audience into supporting-acknowledging the fact that make up isn't just exclusive to one gender as we need to break down these social norms to create a more diverse and accepting world.
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?)
Maybelline chose to use Manny and Shayla because of their huge online presence, as online influencers and audiences are taking over the world of media as they put out their own views for everyone else to see and join in on.
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?
Gauntlett makes the point that media 'put out a whole spectrum of messages which cannotbe reconciled', suggesting that because of the fact that many messages are spread constantly that they end up going against each other, being contradictory elements. This links back to adverts as there are always constant change in brands marketing techniques.
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 shows a new generation representation of masculinity as we see how passionate Manny is about make up even though he is a man, which wouldn't be usual to see in the past as attitudes towards gender and sexuality were very different. Whereas, in the Score advert the definition of masculinity was to be objectifying, tough and commanding which even more emphasises how much times have changed as nowadays just as the Maybelline advert shows, society is a lot more accepting of different views.
- Today, identity is seen as more fluid and transformable than ever before.
- 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 tougness, 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?
Modern societies don't leave people in any doubt that they need to make choices of identity and lifestyle-even if their preferred options are rather obvious and conventional ones. Also, in late modern socities everyone wants to 'live their own life', but this is, at the same time an experimental life, and because the social world is no longer confident in its traditions each approach to life is somewhat risky and needs work. Because inherited recipes for living and role stereotypes fail to function we must make out own new patterns of being, making it clear that the media plays an important role. For instance, magazines, bought on one level for a quick fix of glossy entertainment, promote self-confidence and provide information about sex,relationships and lifestyles.
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 show the generational differences that Gauntlett clearly discusses, as he believes that people born in the first half of the 20th century are less tolerant of homosexuality and more prone to hating on it and less sympathetic to people that aren't married living under the same roof. Whereas. those born in the second half are more tolerant and accepting to things like homosexuality.
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 believe Manny and Shayla are good role models for this generation as they serve as navigation points helping those shy to show their true self be more open and accept who they are no matter what others think. Especially since Manny Mua is a gay social influencer is very helpful for teenagers afraid to make their sexuality evident as Manny has openly come out as gay, showing you shouldn't feel indifferent just because of your sexuality.
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?
Gauntlett suggests, 'the continuous flow of lifestyle, health, relationship and sex advice, and the repetitive curiosity about what the featured females look for in a partner, point to a clear view that the performance of masculinity can and should be practised and perfected, this may not appear ideal- it sounds as if mens magazines are geared to turning out a stream of identical men'. This is done in order to show the way that magazines are attempting to portray men in a masculine way.
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 advert can be used as evidence of this as it subversts traditional stereotypes, meaning that men still have a lot of power considering they are making their own choices without worrying about what others may perceive them as/ not be judged for being interested in different things that you wouldn't see back in the 1960s as it wouldn't be as accepting.
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.
It is arguable that advertising does reinforce the rugged, masculine and commanding view on men as adverts still constantly show this image of an 'ideal man' to be muscular and independent, reinforcing the stereotype that men must be independent and strong physically (and mentally) in order to be viewed as a 'man' which could in fact mean that masculinity is indeed in crisis because of how men are continuously how to behave and present themselves, the 'right way'.At the same time you can argue that adverts don't reinforce the conventionally rugged and extra strong macho man as in the Maybelline advert we see Manny act in a very feminine way, completely disregarding social norms.
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?
Gauntlett believes magazines are promoting for young women to be who they want to be and to be as sexy as possible. This is shown through many examples as many media types in this era have featured lead female characters who are very intelligent and strong in many different ways. Similarly female talents in the music scene talk about and promote independence as times are changing. This is clear evidence of how women have become so much more independent and have made a name for themselves in today's society, as compared to back in the 1960s they were constantly undermined and seen as weaker to all men which was a normal thing.
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 with Gauntlett as I believe that this new young generation is much more accepting of the differences in society which is probably because it's what they have grown up around, therefore becoming accustomed to it very easily. However older generations find all these new changes to society very hard to accustom to, therefore not being accepting at all like in our CSPs as they offer different representations of masculinity as they are from two different generations.
10) How do the two advertising CSPs show the changing 'diversity of sexualities' that Gauntlett suggests?
The 'That boss life' advert features both males and females, one of the main aspects being that one of the males is a openly gay, which shows the diversity in society as representations are constantly being changed. It also shows how the younger generation is much more accepting of homosexuality and just not just faling into these general masculine societal norms. The Maybelline advert connotes how society is changing in terms diversity in sexuality.
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)?
The examples given by Gauntlett are beauty fragrance brands. One example is CK promoting their fragrance as being gender neutral as it stats, 'for a man or a woman'.
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 fact a gay male make up artist is utilised in this advert is very supporting of the idea that 'binary division of male and female identities should be shattered'. This pushes the audience into supporting-acknowledging the fact that make up isn't just exclusive to one gender as we need to break down these social norms to create a more diverse and accepting world.
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?)
Maybelline chose to use Manny and Shayla because of their huge online presence, as online influencers and audiences are taking over the world of media as they put out their own views for everyone else to see and join in on.
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?
Gauntlett makes the point that media 'put out a whole spectrum of messages which cannotbe reconciled', suggesting that because of the fact that many messages are spread constantly that they end up going against each other, being contradictory elements. This links back to adverts as there are always constant change in brands marketing techniques.
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 shows a new generation representation of masculinity as we see how passionate Manny is about make up even though he is a man, which wouldn't be usual to see in the past as attitudes towards gender and sexuality were very different. Whereas, in the Score advert the definition of masculinity was to be objectifying, tough and commanding which even more emphasises how much times have changed as nowadays just as the Maybelline advert shows, society is a lot more accepting of different views.
Comments
Post a Comment