Gender, identity and advertising
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?
One of the examples which Guantlett provides for a "decline of tradition" is that there is now a chance that "masculinity in (possible) crisis". He suggests that "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." and is effectively showing that the world is changing from a traditional world, however this may sound like a bad thing when you first hear "decline of tradition" but I think that it is quite the opposite as he views the traditional opinions to be very narrow minded and suggests there is a positive change arising. We can link this to our CSP's as the first one being the score cream advert is shown to have much more traditional values and represents masculinity in a very stereotypical way compared to what is displayed in the Maybelline advertisement as this is a different portrayal of masculinity.
2) How does Gauntlett suggest the media influences the way we construct our own identities?
Gaunlett suggests that the media influences the way we construct our identities as every product is self advertising, in things such as magazines they suggest that they are the correct form of media to follow and they will be giving an unbiased opinion. He suggests that everything from television to computer ads are attempting to control us in a way when we attempt to follow social constructs and by doing this will effectively lead to us constructing our identities in a way which they would like us too and in a similar way to everyone else.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 the generational differences that Gauntlett discusses and clearly shows that the market has completely changes meaning that the audiences for products have completely changed. There is also a larger distinction between the product which they are actually promoting. One which is shown to be a masculine hair styling product which will attract women and will have them worshipping the user, however would this product and advert really have a place in today's society. I think that someone like Manny Guiteires wouldn't women giving him attention and worshipping him. I think that is is important and is certainly a very good thing that the media seems to promote modern liberal values as this allows people to feel supported rather then them feeling as if they are under attack and may allow them to feel more confident if they are doing something which a lot of people may not be doing and already are feeling insecure about.
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?
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 shows that masculinity is not in crisis as the advert shows that people are comfortable with their masculinity enough to represent themselves in a way that some people may views as feminine and still be comfortable with themselves and not feel any different. The younger generations are more accepting of the idea of gender fluidity and different representations of gender. It may be something that may catch peoples eye but it won't be something that people view negatively.
6) Gauntlett consistently argues that masculinity is not in crisis. Can the Maybelline 'That Boss Life' advert be used as evidence of this?
Gauntlet consistently argues that masculinity is in crisis. I think that some people may say that the Maybelline advert could be showing that there is a potential argument that masculinity is in crisis as this is not what people would traditional view as masculine, however I think that through the recent generations there has been a massive change in acceptance of how people want to be and I don't think that there is masculinity is something that could ever be in crisis.
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.
Advertising in products like men's health magazines try to reinforce the traditional view of men looking in a certain way to attract the opposite sex as they think that this would encourage people to look a certain way or at least purchase their magazine. Men's magazines in particular are more likely to have this conventional view of masculinity. I think that social media is a place where there are very extreme opposites as there is a mix of people who are clearly trying to show their masculinity and their view of masculinity, which is the traditional masculinity, however there are also the complete opposites where people are showing themselves completely differently.
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 advertising is emphasising more 'girl power' and saying that empowering women can do anything and us empowering them can lead to great things and allow them to have the opportunities they may not have had in the past, but advertising still gives examples just as much, where women are wearing make up to attract the attention of others and majority of the time is is to attract the attention of the male. This suggests that everything being done is still for the "male gaze".
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's agruement that younger generations have seen to accept societies changes and the idea of 'gender fluidity' .The Maybelline advert is an example of society accepting the changes in gender roles as the advert promotes masculinity and beauty together and uses an openly gay man, Manny Guiterrez, a YouTuber. There has been a large rise in the number of people using social media sites to interact with people and has allowed people who may not have been accepted years ago to express themselves and entertain people and if anything have become very popular as people have noticed that they enjoy their personalities and are entertained by the camp attitude that comes with some of them and we can see this through popular TV hosts such as "Graham Norton" or "Alan Carr".
10) How do the two advertising CSPs show the changing 'diversity of sexualities' that Gauntlett suggests?
The Score Hair Cream advert shows very traditional beliefs of masculinity and the traditional role of women in society. It supports the idea of the "male gaze" and suggest that women are only there to entertain the ideas of the male and be there for sexual fantasy and admiration. However the Maybelline That Boss Life advert presents masculinity and the roles of women differently as they have Manny Guitierez who is a gay man who uses make up and is confident with himself and is accepted within society which goes completely against what people would consider to be traditional values.
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)?
'for a man or a women' is the phrase from the CK advert and shows that there are products which can be used by both genders and that there is not in fact that much difference between the two genders and that there does not need to be such a large difference what cosmetics people where.
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 Advert doesn't reinforce Judith Butler's idea on 'gender trouble' as Maybelline have used a gay male figure to promote their product. Although they have used a male gay figure to promote the product there is nothing which is displayed differently and in fact there is nothing changed. He is still displayed as a male figure although the product is one which is thought to be used predominantly by women.
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 advert uses two popular figures in the media who have strong followers and have made their career through the media. This shows the how the power has shifted over to the audience as they are seen to now be used in advertising to promote products through their existing followers. They have become famous using different platforms, which allow the audience to be in control of the success of the product which is made by these artists. In traditional times the industry and popularity of the artists were still selected by large firms.
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 continues to both reinforce and challenge the gender stereotypes as the advertising world is split along side the people in the real world. I think that most people have come to terms with this and have accepted that people should be able to do what they want, however there are some people who are still very against this and means that the opinions of the people are different and means that the same advert wont appeal to an entire audience as they believe in very different things, which is why they have to look at the product or service they are providing and see who their target audience is, or can stay very diplomatic and not tackle any of the audiences.
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 score advert presents to us the typical, traditional views of men and women in society. Advertising was much more targeted and aimed around the theory of the 'male gaze' as men where the main subject of the advert and were most likely seen to be dominant over women. Whereas the Maybelline advert gives a more fluid representation of society and how advertising has come to accept the changes in sexuality. There has been a clear change as technology has changed and people have come to terms with things as technology allows the audiences to be in control and be less influenced simply by big names and have our decisions made for us.
One of the examples which Guantlett provides for a "decline of tradition" is that there is now a chance that "masculinity in (possible) crisis". He suggests that "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." and is effectively showing that the world is changing from a traditional world, however this may sound like a bad thing when you first hear "decline of tradition" but I think that it is quite the opposite as he views the traditional opinions to be very narrow minded and suggests there is a positive change arising. We can link this to our CSP's as the first one being the score cream advert is shown to have much more traditional values and represents masculinity in a very stereotypical way compared to what is displayed in the Maybelline advertisement as this is a different portrayal of masculinity.
2) How does Gauntlett suggest the media influences the way we construct our own identities?
Gaunlett suggests that the media influences the way we construct our identities as every product is self advertising, in things such as magazines they suggest that they are the correct form of media to follow and they will be giving an unbiased opinion. He suggests that everything from television to computer ads are attempting to control us in a way when we attempt to follow social constructs and by doing this will effectively lead to us constructing our identities in a way which they would like us too and in a similar way to everyone else.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 the generational differences that Gauntlett discusses and clearly shows that the market has completely changes meaning that the audiences for products have completely changed. There is also a larger distinction between the product which they are actually promoting. One which is shown to be a masculine hair styling product which will attract women and will have them worshipping the user, however would this product and advert really have a place in today's society. I think that someone like Manny Guiteires wouldn't women giving him attention and worshipping him. I think that is is important and is certainly a very good thing that the media seems to promote modern liberal values as this allows people to feel supported rather then them feeling as if they are under attack and may allow them to feel more confident if they are doing something which a lot of people may not be doing and already are feeling insecure about.
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?
"A ‘role model’ seems to be popularly understood as ‘someone to
look up to,’ and someone to base your character, values or aspirations upon." Often the lifestyles of these celebrities is what actually attracts us and causes us to want to be like them and to aspire to have their kind of lifestyle. Of course Manny and Shayla are good examples of the role models that Gauntlet discusses. They are people who they large fanbase of 5 million combined want to be. The role models often show people different ways they can express themselves and even in recent years the platforms for becoming a role model for more people have actually changed a lot. Even the stars which we see today have not become popular on the conventional platforms or ways in which we would think that people would have done in previous generations.
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 shows that masculinity is not in crisis as the advert shows that people are comfortable with their masculinity enough to represent themselves in a way that some people may views as feminine and still be comfortable with themselves and not feel any different. The younger generations are more accepting of the idea of gender fluidity and different representations of gender. It may be something that may catch peoples eye but it won't be something that people view negatively.
6) Gauntlett consistently argues that masculinity is not in crisis. Can the Maybelline 'That Boss Life' advert be used as evidence of this?
Gauntlet consistently argues that masculinity is in crisis. I think that some people may say that the Maybelline advert could be showing that there is a potential argument that masculinity is in crisis as this is not what people would traditional view as masculine, however I think that through the recent generations there has been a massive change in acceptance of how people want to be and I don't think that there is masculinity is something that could ever be in crisis.
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.
Advertising in products like men's health magazines try to reinforce the traditional view of men looking in a certain way to attract the opposite sex as they think that this would encourage people to look a certain way or at least purchase their magazine. Men's magazines in particular are more likely to have this conventional view of masculinity. I think that social media is a place where there are very extreme opposites as there is a mix of people who are clearly trying to show their masculinity and their view of masculinity, which is the traditional masculinity, however there are also the complete opposites where people are showing themselves completely differently.
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 advertising is emphasising more 'girl power' and saying that empowering women can do anything and us empowering them can lead to great things and allow them to have the opportunities they may not have had in the past, but advertising still gives examples just as much, where women are wearing make up to attract the attention of others and majority of the time is is to attract the attention of the male. This suggests that everything being done is still for the "male gaze".
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's agruement that younger generations have seen to accept societies changes and the idea of 'gender fluidity' .The Maybelline advert is an example of society accepting the changes in gender roles as the advert promotes masculinity and beauty together and uses an openly gay man, Manny Guiterrez, a YouTuber. There has been a large rise in the number of people using social media sites to interact with people and has allowed people who may not have been accepted years ago to express themselves and entertain people and if anything have become very popular as people have noticed that they enjoy their personalities and are entertained by the camp attitude that comes with some of them and we can see this through popular TV hosts such as "Graham Norton" or "Alan Carr".
10) How do the two advertising CSPs show the changing 'diversity of sexualities' that Gauntlett suggests?
The Score Hair Cream advert shows very traditional beliefs of masculinity and the traditional role of women in society. It supports the idea of the "male gaze" and suggest that women are only there to entertain the ideas of the male and be there for sexual fantasy and admiration. However the Maybelline That Boss Life advert presents masculinity and the roles of women differently as they have Manny Guitierez who is a gay man who uses make up and is confident with himself and is accepted within society which goes completely against what people would consider to be traditional values.
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)?
'for a man or a women' is the phrase from the CK advert and shows that there are products which can be used by both genders and that there is not in fact that much difference between the two genders and that there does not need to be such a large difference what cosmetics people where.
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 Advert doesn't reinforce Judith Butler's idea on 'gender trouble' as Maybelline have used a gay male figure to promote their product. Although they have used a male gay figure to promote the product there is nothing which is displayed differently and in fact there is nothing changed. He is still displayed as a male figure although the product is one which is thought to be used predominantly by women.
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 advert uses two popular figures in the media who have strong followers and have made their career through the media. This shows the how the power has shifted over to the audience as they are seen to now be used in advertising to promote products through their existing followers. They have become famous using different platforms, which allow the audience to be in control of the success of the product which is made by these artists. In traditional times the industry and popularity of the artists were still selected by large firms.
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 continues to both reinforce and challenge the gender stereotypes as the advertising world is split along side the people in the real world. I think that most people have come to terms with this and have accepted that people should be able to do what they want, however there are some people who are still very against this and means that the opinions of the people are different and means that the same advert wont appeal to an entire audience as they believe in very different things, which is why they have to look at the product or service they are providing and see who their target audience is, or can stay very diplomatic and not tackle any of the audiences.
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 score advert presents to us the typical, traditional views of men and women in society. Advertising was much more targeted and aimed around the theory of the 'male gaze' as men where the main subject of the advert and were most likely seen to be dominant over women. Whereas the Maybelline advert gives a more fluid representation of society and how advertising has come to accept the changes in sexuality. There has been a clear change as technology has changed and people have come to terms with things as technology allows the audiences to be in control and be less influenced simply by big names and have our decisions made for us.
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