Advertising: David Gauntlett and masculinity
Gender, identity and advertising Read the extract. 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 argues that traditional gender roles have declined significantly in modern society . He highlights how the image of women as housewives has been replaced by “girl power” icons who are confident and successful. Similarly, traditional masculinity based on toughness and emotional silence has been challenged by media encouraging men to express emotions and seek advice. He suggests the media now promotes change rather than reinforcing old traditions. 2) How does Gauntlett suggest the media influences the way we construct our own identities? Gauntlett suggests that identity today is a “knowing construction,” meaning individuals are aware they must a...