Gender, identity and advertising: blog tasks

David Gauntlett: academic reading

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.

1) What examples does Gauntlett provide of the "decline of tradition"?

Gauntlett points to how traditional gender roles have broken down, with women now working in leadership roles and men taking on more domestic responsibilities. In media, women are no longer just passive characters, while men are shown as more emotionally expressive rather than just the tough, silent type.

2) How does Gauntlett suggest the media influences the way we construct our own identities?

He argues that media provides role models and narratives that help shape who we are. Instead of forcing rigid gender roles, it offers a mix of identities that people can engage with, allowing them to build a more personal and flexible sense of self. 

3) What does Gauntlett suggest regarding generational differences? Is it a good thing that the media seems to promote modern liberal values?

He believes younger generations are comfortable with changing gender roles and that media reinforcing liberal values is positive. It encourages inclusivity and allows people to express their identities freely, making society more open and accepting.

4) Why does Gauntlett suggest that masculinity is NOT in crisis?

He argues masculinity isn’t disappearing—it’s evolving. The idea that men must be dominant and emotionally detached is outdated, and media now presents a broader range of male identities. Men aren’t struggling; they’re just adapting.

5) 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 some cases, yes—brands like Old Spice and luxury car ads still show men as ultra-masculine and independent. But there’s also a shift, with campaigns like Gillette’s The Best Men Can Be challenging toxic masculinity and Dove Men+Care promoting emotional strength. Advertising is moving in both directions. 

6) 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?

Some ads empower women, like Nike’s campaigns featuring female athletes or Always’ Like a Girl campaign. But many beauty and fashion ads still push narrow beauty standards, and some industries continue to objectify women. While things are improving, advertising still has contradictions.

7) 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 provide examples either reinforcing or challenging this idea that younger generations are more comfortable with changing gender roles?

Gauntlett says younger people aren’t threatened by shifting gender roles, and some ads reflect this, like Dove’s Real Beauty and gender-fluid fashion campaigns. But traditional gender norms still appear in things like perfume ads, showing that advertising is a mix of old and new.

8) What examples from advertising does Gauntlett provide for the changing nature of gender in society (from the section on Judith Butler's Gender trouble)?

He points to ads that blur gender lines, like androgynous fashion models and gender-neutral campaigns. These reflect Judith Butler’s idea that gender isn’t fixed but performative, shaped by culture rather than biology.

9) 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 both challenges and reinforces gender norms. Some brands celebrate diversity and fluidity, while others stick to outdated stereotypes. It’s a mix—while some ads push boundaries, others rely on traditional portrayals of masculinity and femininity.

10) Finally, Gauntlett makes a clear case that things change and modern identities are increasingly fluid. What is your opinion on this debate - do you agree that the media reinforces the changing attitudes towards gender and sexuality in society?

Media plays a big role in shaping how we think about gender and sexuality. It’s helped normalize fluid identities, but traditional stereotypes still linger, especially in advertising. While things are moving forward, change is happening unevenly.

Media Magazine: Andrew Tate - Masculinity in crisis?

Now read 'Tate Crime' - Media Magazine's analysis of the rise of online influencer Andrew Tate. You can find this in MM83 (p6) in our Media Magazine archive. Answer the following questions:

1) What is misogyny and how does it link to Andrew Tate?

Misogyny is prejudice or contempt toward women. Tate has been widely criticized for promoting sexist views, often portraying women as submissive and reinforcing outdated gender roles.

2) How does the article suggest Andrew Tate used social media to build up his reputation and following?

Tate’s content was designed to go viral he made provocative statements that sparked engagement, and his followers helped spread his videos across platforms like TikTok and YouTube. He also used a business model that encouraged supporters to promote his content, making his influence grow rapidly.

3) Does Andrew Tate's popularity suggest there is in fact a 'crisis in masculinity' - disagreeing with David Gauntlett's view?

It could suggest that some men feel lost and are drawn to his message about "reclaiming" traditional masculinity. But Gauntlett would argue this isn’t a crisis—just a shift. Tate’s rise may be a reaction to changing gender roles rather than proof that masculinity is collapsing.