masculinity in advertising

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

He highlights changing gender roles in media, like independent female protagonists, involved fathers, and a shift away from rigid stereotypes.

2) How does Gauntlett suggest the media influences identity?

Media acts as a "toolkit," offering different representations that people use to shape their own identities.

3) What does Gauntlett suggest about generational differences? Is promoting modern liberal values good?

Younger generations embrace fluid gender roles. He sees media’s push for equality as positive, helping to normalize progress.

4) Why does Gauntlett say masculinity is NOT in crisis?

Masculinity is evolving, not disappearing. Traditional macho ideals are fading, but new versions of masculinity are emerging.

5) Does advertising still reinforce macho stereotypes?

Both yes and no—brands like Old Spice still push rugged masculinity, while others, like Dove Men+Care, promote softer, emotional masculinity.

6) Does advertising support 'girl power' or reinforce tradition?

Some brands empower women (Nike, Always’ "Like a Girl"), while others still rely on traditional beauty standards.

7) Are younger generations comfortable with gender changes? Does advertising reflect this?

Yes, many accept fluid gender roles. Ads like Harry Styles’ Gucci campaigns challenge norms, but some industries still reinforce old ideas.

8) What examples does Gauntlett give on gender’s changing nature?

He discusses how advertising moves beyond rigid gender binaries, referencing Judith Butler’s Gender Trouble.

9) How does advertising both reinforce and challenge gender stereotypes?

It’s contradictory—some ads break norms, while others (like perfume ads) still rely on old stereotypes.

10) Do you agree that media reinforces changing gender attitudes?

Yes, media reflects and accelerates social change, though some industries still hold onto traditional ideas