Advertising: David Gauntlett and masculinity
Alezey g ender, identity and advertising David Gauntlett: academic reading Read this extract from Media, Gender and Identity by David Gauntlett . 1) What examples does Gauntlett provide of the "decline of tradition"? Gauntlett shows the decline of tradition by explaining how media has changed traditional gender roles. For example, the traditional view of women as housewives or low-status workers has been replaced by feisty, successful “girl power” icons . He also says that traditional masculine ideals like toughness, self-reliance and emotional silence are now being challenged by more focus on men’s emotions and the problems of masculinity . This shows how media is moving away from traditional ideas and making space for more diverse identities . 2) How does Gauntlett suggest the media influences the way we construct our own identities? Gauntlett says the media gives us ideas, guidance and suggestions about lifestyles and identities . Things like magazines, TV, m...