Skip to main content

Gender, identity and advertising: blog task

Gender, identity and advertising: blog task


Gauntlett provides different examples of the decline of tradition in his analysis of media, Gender and identity. Gauntlet states 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.

Gauntlett suggests the media influences the way we construct our own identities because the media provides us with tools to shape our identity.

Gauntlett suggests that, in regards to generational differences, people born in this generation are more tolerant of homosexuality compared to people born in the first half of the twenty-first century. This is understandable as homosexual couples and same-sex marriages are being represented more frequently in media nowadays.

Gauntlett suggests that masculinity is not in crisis and that it is just changing. he also states that masculinity is just all socially constructed.

Advertising still reinforces the "conventionally rugged, super-independent, extra-strong macho man" that Gauntlett has discussed. This depiction of males is still seen to be circulated in mainstream and popular media. Men are still seen to be sexualised and portrayed to be dominant in order to attract the attention of the audiences. 

 Advertising has changed its approach to how they depict men and women. In most adverts, the ideology of girl power is being shown. An example of this is many dove adverts. however, the sexualisation of women is still seen in some mainstream media. 

I agree with the statement that younger generations are not threatened by traditional gender roles and are comfortable with social change. Younger generations are more exposed to new lifestyles through media, which makes them, considerably, more open-minded compared to people from older generations who are seen as conservative and traditional. 


Gauntlettprovides examples of changing nature of gender in society, these consist of: 

  • Impulse deodorant 
  • CK one fragrance
  • Kronenbourg lager




Advertising is a good example of 'Contradictory elements' that was discussed by the gauntlet. Modern media challenges certain stereotypes and gender roles through advertising. Women empowerment is often seen in some adverts which is very beneficial for progressing the feminist movement. However, advertising is also seen to reinforce stereotypes and gender roles by sexualising both men and women. 


Ultimately, I believe that the media certainly reinforces changing attitudes towards gender and sexuality. In recent years, the mindset of people towards different sexualities and genders have become more positive and accepting. This has been illustrated through modern media as we see many media products that represent different sexualities and genders.

Comments

Post a Comment

Popular posts from this blog

Advertising: Score Hair Cream advert and wider reading

  Blog task: Score advert and wider reading Media Factsheet - Score hair cream  Advertising techniques changed greatly in the 1960s. Instead of relying on market research, advertising agencies focused more on the creative aspects of advertising. Humour, irony and dramatic visuals were a few new and innovative techniques that agencies incorporated in their advertising, as they believed it would 'win audiences over'. Advertising in the 1960s took on a more realistic look.  This change in advertising techniques is seen in the Score Hair Cream advert as it includes real people, minimal illustrations and dramatic visuals that would appeal to the audience.  In post-war British advertising campaigns, representations of women enforce the idea that a woman's place is to be at home; completing house duties. Setting -  in an exotic jungle which evokes Britains colonial past. Costume -  Safari wear, worn by all characters to emphasise the location that the advertise set in. Women in th
Post a Comment
Read more

Reading An Image

 Reading An Image  Reebok collaborated with 50 Cent to produce this advert to encourage viewers to purchase products from Reebok. This advert contains a split image element. On the left-hand side, 50 Cent is featured. 50 Cent is seen with a stern and domineering look upon his face, the use of key lighting creates dramatic shadows that accentuate these expressions. This presents him as strong and assert. on the right-hand side, an image of fingerprints is shown. 50 Cent, before his music career, was notorious for gang affiliation and involvement with drugs. Reebok incorporates this knowledge in this advert by displaying, what appears to be, his fingerprint presented to the audience. These fingerprints, along with the text that is displayed into the foreground, plays with the idea that no matter what your background is, you can be something great. The fact that the two images are placed side by side could suggest that 50 Cent accepts his past and is not ashamed of it, the composition of
Post a Comment
Read more
Feminist theory: blog tasks Media Magazine reading - two articles on feminism and theory Mulvey's theory of the 'Male Gave' is the belief that the dominant view in media is masculine. Laura Mulvey also possesses the thought that certain media texts are created for the benefits of men and that women are, in a way, 'presented' for men. Examples of this theory are shown in thee article about Pan Am. In this article, the writer states that the main characters appearance is always the main topic of conversation. A line to support this is 'that ‘with a face like that  you will find a husband in a couple of months’. This shows strong examples of Mulvey's theory. The main character is being told that her looks are 'up to standard' to satisfy a man. Other examples of the male gaze are shown in the article about Beyonce. The writer states that some of Beyonce's acts are contradictory as she simultaneously 'declares herself as an independent wo
Post a Comment
Read more