masculinity in advertising

1) What examples does Gauntlett provide of the "decline of tradition"?
One example is the traditional view of women as a housewife or a low status worker has changed due to the successful girl power icons
2) How does Gauntlett suggest the media influences the way we construct our own identities?
Gauntlett states that in the social world  every approach to life we make needs to be nurtured or considered which is where the media plays a part because it gives us a picture of how we are supposed to live our lives and construct our identities.So the media nurtures specific life choices so that we can follow them and create our identity according to this.
3) What does Gauntlett suggest regarding generational differences? Is it a good thing that the media seems to promote modern liberal values?
Gauntlett states that traditional values are now scarce in 30 year olds and but are still ingrained into 65 year olds since they are less likely to be consumers of the cosmopolitan.The younger audience are now more accepting of factors such as unmarried couples living in the same household meaning that they are open minded however their lack of knowledge of old traditions means that they may grow up to be a narrow minded generation.
4) Why does Gauntlett suggest that masculinity is NOT in crisis?
Masculinity was not in crisis because society had changed but rather men had failed to modernise however the media took a positive approach to this issue because of their belief that these troubled men who had failed to modernise could create a more satisfying live for themselves.
5) 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 does not still reinforce the strong macho man but rather glamourises the "new man" who adopts a feminine identity and challenges hyper masculinity by dressing a certain way or challenging traditional roles in a household by taking on the instrumental man.The media does not idolise the strong macho man but rather criticises it due to its hyper masculinity and its objectification of women being weaker and less.


6) 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?

Advertising actually focuses on popular feminism which is the main feature of pop culture in modernity and provides evidence fo this such as the powerful w]ad successful women the media . Although the media does not focus on the traditional representations of men and women it focuses on the struggle of older generation of men who haven't adjusted to the changes in the modern world.

7) 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 provide examples either reinforcing or challenging this idea that younger generations are more comfortable with changing gender roles?
a: I do agree with Gauntletts theory that younger generations are not threatened by traditional gender roles because in the example of feminism younger women do appreciate that feminism was created by the older generation and that its just different now that its installed in commercial culture. Advertising shows that young people are becoming more comfortable with social changes for example many young men have grown up withe women as their equal and do not feel emasculated by these social changes




8) What examples from advertising does Gauntlett provide for the changing nature of gender in society (from the section on Judith Butler's Gender trouble)?
An example is the CK fragrance perfume that stated it was for a man or a woman which outlined the similarity between the two genders.
9) 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 challenges gender stereotypes by introducing more than one singular messages  about ideal types of male and female identities however they reinforce these stereotypes 
by incorporating a set of different viewpoints from older generation where they contradict and criticise the new social changes.
10) Finally, Gauntlett makes a clear case that things change and modern identities are increasingly fluid. What is your opinion on this debate - do you agree that the media reinforces the changing attitudes towards gender 
and sexuality in society?
The media des reinforce changing attitudes towards sexuality now because they portray a more accepting ideology and present powerful leaders in the media who are part of this community which automatically makes  audience more prone to have this ideology that changing sexuality should be accepted . The incorporation of feminine men and masculine women plays a big role because it is repeated so much to the pint that it is normalised.