Teen vogue industry and social media

Teen Vogue: Industry and social media blog tasks

Create a new blogpost called 'Teen Vogue Industry and social media' and work through the following tasks to complete the final aspects of your Teen Vogue case study:

Industry: Condé Nast

1) Research Teen Vogue publisher Condé Nast. What other magazines do they publish and how much money did they make last year?

GQ and Vogue and wired they made 164 million 

2) What are Teen Vogue’s main sources of income ?

Teen Vogue’s main source of income is through selling advertising space online – adverts that are targeted using browsing history. 

3) How are traditionally print-based products like Teen Vogue diversifying to create new inTeen Vogue also makes money through income streams ? YouTube with plenty of 1m+ views on their video content. 

4) Why is sponsored content and ‘advertorial’ particularly important in media linked to the fashion industry?

Both editorial content and advertising is designed to create a strong desire in their audience for products featured.

5) Do you view Teen Vogue’s content as a form of public service media or is Condé Nast simply interested in clicks and profit?

I think it is a form of public service because it brings awareness to social causes that don’t get media coverage however on the other hand they know by bringing something new and challenging the status quo , they would stand out and get more clicks and profit so it can both ways.


Closure of print edition research

Read the following short articles to learn the background to Condé Nast's decision to close the print edition of Teen Vogue in 2016 and then answer the questions below:

BBC: Teen Vogue: How will going online-only affect readers?
New York Times: Condé Nast Ends Teen Vogue’s Print Run
Folio: Your Teen Vogue Hot Takes Are All Wrong

1) Why does the BBC suggest “Teen Vogue’s digital game is strong?

It has Six million Facebook likes ,a huge following on snapchat, three and a half million Twitter followers

2) What does the BBC suggest is responsible for the Teen Vogue website’s success?

They believe the brand has increased  In its political coverage and social activism in recent years while still delivering its entertainment, fashion and beauty content is the reason for its success.

3) How did Teen Vogue justify the closure of the print magazine?

The closure of the print edition is likely to result in up to 80 job losses Which is not that much  and those are not the only changes .

4) In the BBC article, David Hepworth suggests there is a risk to going digital-only. What is it ?Once you let paper go you're just another website. You're just more space junk floating around out there."

5) How do online-only publications make money?

They use the creators fund.

6) What does Sarah Penny suggest regarding audience consumption for print and digital – and how might it be changing for Generation-?

Print is a very difficult medium to sustain, particularly within this Generation-Z readership and that there was only so much money that could be made from print anyway.

7) What does the New York Times say Conde Nast is known for?

It is known for its lavish spending and its visually rich glossy magazines.

8) The New York Times states that Conde Nast expects to bring in less revenue in 2017 than 2016… by how much ?

 $100 million less in revenue than it did in 2016.

9) The Folio article also looks at the switch from print to digital. Pick out a statistic that justifies the digital-only approach.

70%

10) Finally, Folio also highlights some of the aspects we have studied elsewhere. Pick out two quotes from the article that link to our work on the Teen Vogue audience, representation or design.

Teen Vogue has experienced tremendous audience growth across its digital, social and video platforms this past year.

Social media analysis

Work through the following tasks to complete your textual analysis of Teen Vogue's social media presence:

1) Look at the Teen Vogue Twitter feed (you don’t need to sign up to Twitter to see it but may need to log in at home). How many followers does Teen Vogue have?

3 million followers

2) Now look at the content. Classify the first 20 tweets you can see using the sections on the Teen Vogue website: News & Politics, Fashion, Entertainment, Beauty, Lifestyle, Wellness and Homecoming. What does the Twitter feed focus on most? Does this differ to the website?

It focuses more on news and politics and bringing awareness to social crisis to inform the uni student target audience about politics.

3) How are the tweets and headlines written? Can you find examples of clickbait?

They are written as if a celeb or a famous is being featured in the article When the article s actually just based on their story.

4) How does the Twitter feed use videos and images?

The images are quite bold and colourful which engages the audience .

5) Analyse the Teen Vogue Facebook page. How many ‘likes’ and ‘follows’ do they have?  

They have 5 million likes and and followers.

6) Click on the Videos link on the left-hand menu. What type of content do the videos feature? Does this differ to the website or Twitter feed?
It differs to the Twitter because where Twitter focuses more on politics they focus more on Fashion and beauty .
7) Now look at the Events tab to explore past events. What are these events and what do they tell us about how audiences interact with the Teen Vogue brand? 

The teen vogue summit and the Chicago event .

8) Go to the Teen Vogue Instagram page. How many followers do they have on Instagram?

3 million 

9) How does the Instagram feed differ from other social media channels? 

 It does not just focus on beauty and fashion and politics but on everything and is it’s main source of gaining profit and alerting audience when a new article is posted.

10) What examples of digital convergence and synergy can you find on Teen Vogue social media including the Teen Vogue YouTube channel? (E.g. opportunities to engage with the brand across different platforms). 

Twitter the retweets and comments allow audiences to criticise teen vogue and engage with them about the politics they bring awareness on.

Teen Vogue: Background and textual analysis

Teen Vogue: background reading

Read this Guardian feature from 2017 on Teen Vogue and answer the following questions.

1) What was the article that announced Teen Vogue as a more serious, political website – with 1.3m hits and counting?

Donald Trump gaslighting America.

2) When was the original Teen Vogue magazine launched and what was its original content?

 Launched in 2004 as a little sister to US Vogue, Teen Vogue used to focus on the standard cocktail of fashion must-haves and celebrity worship

3) How did editor Elaine Welteroth change Teen Vogue’s approach in 2015?

4) How many stories are published on Teen Vogue a day? What topics do they cover?

This morning’s stories (the team publishes between 50 and 70 a day) present a typically mixed bag of fashion, entertainment and current affairs.

5) What influence did digital director Phillip Picardi have over the editorial direction?

PIcardi’s team watch the latest in the site’s guys read video series, in which young men read sexist comments made by real teachers to girls, to highlight the kind of casual yet systemic sexism that usually flies under the radar.

6) What is Teen Vogue’s audience demographic and what does ‘woke’ refer to?

A slang term, as “a byword for social awareness and audience demographic is 16-24.

7) What issues are most important to Teen Vogue readers?

Stories on cultural appropriation and the new faces of feminism. 

8) What does Tavi Gevinson suggest regarding the internet and ‘accountability culture’ with regards to modern audiences? Can you link this to our work on Clay Shirky?

It is in their best interest to subvert expectations of teen girl magazines,” 

9) What social and political issues have been covered successfully by Teen Vogue?

Racial activism ,Trump's election and gender activism.

10) What do Teen Vogue readers think of the magazine and website?

Paige says the truthfulness and trust it offers is why she reads it because it brought attention to a lot of important issues that weren’t getting as much attention as they should have: women’s rights, LGBTQ community rights, immigration.

Teen Vogue: Factsheet Part 1

Read Media Factsheet #200 Teen Vogue - Part 1. You can find the Factsheet in our Factsheet archive on the Media Shared drive in school or download it here using your Greenford Google login. Answer the following questions: 

1) The Factsheet suggests Teen Vogue has successfully made the transition to an online, social and participatory product. Why? What platforms is it now available on?

It is available on Instagram , Twitter and Facebook and it has made the transition because they post most of their articles online and have a huge social media following.

2) Look at the screenshots and details on pages 3-4 of the Factsheet. What does Teen Vogue offer its audience?

It offers fashion, lifestyle, female empowerment and social activism articles, entertainment and current affairs

3) Who is the typical Teen Vogue reader?

The target audience or typical teen vogue readers are millennials with an interest in popular culture, current affairs and issues of identity and lifestyle.

4) Read the content analysis of the Teen Vogue website on page 5 of the Factsheet. Pick out three key examples of how meanings are created in Teen Vogue and what is communicated to the ?

The use of headline and standfirst with striking images , the combination of news and lifestyle webpage conventions.

5) Finally, look at pages 6-7 focusing on representations. What range of representations can be found in Teen Vogue and what does this suggest regarding Teen Vogue's values and ideologies?

It’ takes a feminist appproach and brings awareness to social problems which are not usually aired in the media.

Teen Vogue textual analysis and example articles

Work through the following tasks to complete your textual analysis of the Teen Vogue website and read notable Teen Vogue articles to refer to in exam answers. 

Homepage analysis

Go to the Teen Vogue homepage and answer the following:

1) What website key conventions can you find on the Teen Vogue homepage?

Menu tabs, masthead, Pop out menu ,header image.

2) How does the page design encourage audience engagement?

There are quite bright colours to capture their attention and make it homely so that they feel more welcome to write something in the comment section .

3) Where does advertising appear on the homepage?

Right at the top to capture the audiences attention .

4) What are the items in the top menu bar and what does this tell you about the content of Teen Vogue?

Politics , culture , style , identity, summit 

5) How far does the homepage scroll down? How many stories appear on the homepage in total?

Scrolls down quite a but implying that there is so much for audience to learn from and read.

Lifestyle section

Now analyse the Lifestyle section of Teen Vogue (in the Identity section) and answer the following:

1) What are the items in the top menu bar for the Lifestyle section?

Beauty, shopping , prom and shopping .

2) How is the Lifestyle section designed to encouragement audience engagement? Think about page design, images, text and more.

The text is quite large and colourful which gives a welcoming feel and the images are mainly of the teen vogue crew smiling which could evoke confidence in the audience to write a critical comment in the comment section.

3) What do you notice about the way headlines are written in Teen Vogue?

They are quite bold 

4) What does the focus on education, university and ‘campus life’ tell you about the Teen Vogue audience demographics and psychographics?

The audience must be 18 to 24 because they are usually uni students .

5) Choose one story featured in the Lifestyle section and explain how reflects the Teen Vogue brand. 

Teen vogue seems to be performing activism towards LGBTQ when they incorporate stories about the famous makeup guru James Charles .

Teen Vogue: Five key articles

Read the following five notable Teen Vogue features then answer the questions below.

Donald Trump Is Gaslighting America

The new face of teen activism 

Black Teens Have Been Fighting for Gun Reform for Years

Netflix and strong female leads 

How to Break Away From the Gender Binary

1) What do you notice about the content and style of these articles? What do they have in common? 

They all bring awareness to the social crisis that is occurring and challenge the media and status quo.

2) How do the articles use narrative to engage the reader? Try and apply narrative theory here if possible - what makes the reader want to click or read more?

They incorporate famous celebrities that the target audience can relate to .

3) Pick a quote from each article that illustrates the political, 'woke' ideology of Teen Vogue and paste it here.

4) What effect on the audience are these articles hoping to achieve?

To inform the audience about  social issues which don’t gain coverage in the media .

5) How do these article reflect the values and ideologies of the modern Teen Vogue?

They incorporate the feminism approach and incorporate modern fashion trends and celebs they can relate to .

End of audience :Clay Shirky

Clay Shirky: End of audience blog tasks

Media Magazine reading

Media Magazine 55 has an overview of technology journalist Bill Thompson’s conference presentation on ‘What has the internet ever done for me?’ It’s an excellent summary of the internet’s brief history and its impact on society. Go to our Media Magazine archive, click on MM55 and scroll to page 13 to read the article ‘What has the internet ever done for me?’ Answer the following questions:

1) Looking over the article as a whole, what are some of the positive developments due to the internet highlighted by Bill Thompson?

It allows us to be able to have access to a way to talk to hundred and thousands of computers around the world.

2) What are the negatives or dangers linked to the development of the internet?

 It makes it next to impossible to stop spam, abuse or the trading of images of child abuse.

3) What does ‘open technology’ refer to? Do you agree with the idea of ‘open technology’?

 I believe If we want an open society based around principles of equality of opportunity, social justice and free expression we need to build it on technologies which are themselves 'open' and that this is the only way to encourage a diverse online culture that allows voices to be heard.

4) Bill Thompson outlines some of the challenges and questions for the future of the internet. What are they?

It could be a regulated, managed and limited network, of the sort being constructed in China and Libya,Access to dissenting or distinct voices could be limited and managed, We could choose the apparent safety of a closed network and a closed society.

5) Where do you stand on the use and regulation of the internet? Should there be more control or more openness? Why?

I think there should be more control because people are free to harass or cyberbully individuals which is an offense. I also think that internet should be more regulated in regards of what minors are exposed to and issue warnings of murder scences for example which could be trigerring for some.

Clay Shirky: Here Comes Everybody

Clay Shirky’s book Here Comes Everybody charts the way social media and connectivity is changing the world. Read Chapter 3 of his book, ‘Everyone is a media outlet’, and answer the following questions:

1) How does Shirky define a ‘profession’ and why does it apply to the traditional newspaper industry?
A profession exists to solve a hard problem, one that re- quires some sort of specialisation. Driving a race car requires special training-race car drivers are professionals. Driving an ordinary car, though, doesn't require the driver to belong to a particular profession, because it's easy enough that most adults can do it with a modicum of training.

2) What is the question facing the newspaper industry now the internet has created a “new ecosystem”?

Will the ecosytem be destroyed.

3) Why did Trent Lott’s speech in 2002 become news?

There had to be a reaction" that the network could air alongside Lott's remarks, and "we had no on camera reaction" available the evening of the party, when the news was still fresh.
4) What is ‘mass amateurisation’?

When the power of the digital revolution is such that everyday users can procure the same kind of celebrity status that was once the sole preserve of cinema.

5) Shirky suggests that: “The same idea, published in dozens or hundreds of places, can have an amplifying effect that outweighs the verdict from the smaller number of professional outlets.” How can this be linked to the current media landscape and particularly ‘fake news’?

The smaller professional outlets news dont get much media coverage and does not reach a large audience due to a lack of power. The more powerful media outlets alter the news and air it imposing their ideology on a large audience.

6) What does Shirky suggest about the social effects of technological change? Does this mean we are currently in the midst of the internet “revolution” or “chaos” Shirky mentions?

We are in the midst of both, because as much internet has made communication skills easier and work , saving people the trouble of travelling expenses, it has also caused a rise in cyberbullying , harassment and unrealistic beauty standards causing an increase in mental health cases.

7) Shirky says that “anyone can be a publisher… [and] anyone can be a journalist”. What does this mean and why is it important?

Everyone has the access and means to post anything online and do not have to be signed to a specific media brand so they can put out whatever news they choose to based on the attention it gets. The internet allows us to be anything and everything.

8) What does Shirky suggest regarding the hundred years following the printing press revolution? Is there any evidence of this “intellectual and political chaos” in recent global events following the internet revolution?

Shirky states that the internet roll-out has had an equally revolutionary impact as Gutenberg's printing press, placing mass communication tools in the hands of audiences and democratising media production. 
9) Why is photography a good example of ‘mass amateurisation’?

They can be used to capture cinematic shots that cane be used in films and also receive the same attention as others.

10) What do you think of Shirky’s ideas on the ‘End of audience’? Is this era of ‘mass amateurisation’ a positive thing? Or are we in a period of “intellectual and political chaos” where things are more broken than fixed? 

I personally think it has given us an advantage where people can be successful without the need of being signed to a company, it definitely has broken the system but for the better because young influencers now have an opportunity to make a living for themselves and nit be as disadvanatged as before.

Teen vogue:audience and representation

Audience focus

1) Analyse the Conde Nast media pack for Teen Vogue. What is the Teen Vogue mission statement and what does this tell us about the target audience and audience pleasures?

Aim to educate , enlighten and empower our audiences to create a more inclusive environment by amplifying the voices of the unheard which gives us the idea that the target audience may be women who are silenced in society because they are seen as subordinate. Audience pleasures will be personal relationships because they can relate to the experiences of these women.

2) What is the target audience for Teen Vogue? Use the media pack to pick out key aspects of the audience demographics. Also, consider the psychographic groups that would be attracted to Teen Vogue: make specific reference to the website design or certain articles to support your points regarding this.
The target audience may be women who are silenced in society because they are seen as subordinate. Audience pleasures will be personal relationships because they can relate to the experiences of these women.

3) What audience pleasures or gratifications can be found in Teen Vogue? Do these differ from the gratifications of traditional print-based magazines?

Personal relationships because they can relate to experiences of women, personal identity because the incorporation of different women may help them fugure out their identity and see themselves in them.

4) How is the audience positioned to respond to political news stories?

Audience have access to their political news stories on scial media through notifications and can respond through a comment section.

5) How does Teen Vogue encourage audiences to interact with the brand – and each other – on social media? The ‘tentpoles and editorial pillars’ section of the media pack may help with this question.

They do awards for example back to school awards which allow fans to interact with them.

Representations

1) Look again at the Conde Nast media pack for Teen Vogue. What do the ‘tentpoles and editorial pillars’ (key events and features throughout the year) suggest about the representation of women and teenage girls on teenvogue.com?

They incorporate elections to encourage girls to vote and a guide to girls changing the world representing women and strong and confident.

2) How are issues of gender identity and sexuality represented in Teen Vogue?

They subvert gender sterotypes by incorporating women who take on "masculine' jobs such as engineering which represents women as confident and strong.

3) Do representations of appearance or beauty in Teen Vogue reinforce or challenge traditional stereotypes?

They challenge stereotypes because they incorporate plus size models instead of a skinny model and give out the message that it is socially acceptable.

4) What is the patriarchy and how does Teen Vogue challenge it? Does it succeed? 

patraichy is a society where men dominate and it challenges it by making their status quo women who are independent and demand rights to vote, involved in jobs that are seen as "masculine" who are not sexualised because they are not the traditional "skinny" model.

5) Does Teen Vogue reinforce or challenge typical representations of celebrity?

It challenges typical representation because Women celebrities are usually seen as subordinate because they are working under management but they incorporate independent women who manage male celebrities.

Teen Vogue: Factsheet Part 2

Read Media Factsheet #205 Teen Vogue Part 2 - Application of theory. You can find the Factsheet in our Factsheet archive on the Media Shared drive in school or download it here using your Greenford Google login. Answer the following questions: 

1) How does the Factsheet apply David Gauntlett's ideas about gender and identity to Teen Vogue? 

Gauntlett argues that we see identity (including gender roles) as

being more fluid and changeable than before and TeenVogue’s

editorial teams will try to offer content that reflects the complex

range of ideas that feed into modern teen identity.

2) David Gauntlett has also written about the importance of role models. How can this be applied to the Teen Vogue CSP?

There are positive female role models featured for young girls who promote independnece and subvert traditional stereotype that girls have to be small sized and models. In a way they promote body confidence and Young girls to oppose the status quo by aiming to 

3) bell hooks suggests that profit-seeking media industries reinforce patriarchal values and power structures. How can these ideas be applied to Teen Vogue? Try and argue both sides - that Teen Vogue both empowers women but also arguably reinforces some hegemonic gender stereotypes.

Teen vogue is primarily owned by men who profit from a female audience who also impose their ideas in the magazines which females blindly accept because they thinks its producd by women.

4) List the key points on van Zoonen's gender theories in the Factsheet. How can we apply some of these ideas to Teen Vogue?

(Propp) reinforces patriarchal values (hooks) that see females

as weak and helpless (Van Zoonen)

5) Read the Greta Thunberg case study on pages 3-4. How does the Factsheet use media theories in the analysis of the special 2019 print edition of Teen Vogue? 

Mens health-audience

1) How does the magazine introduce itself?
Mens health is the biggest-selling mens lifestyle magazine ,both in the uk and worldwide.
2) What does the introduction suggest about the representation of masculinity in Men's Health's?
It shows that masculinity is still prominent in media and that males still value their masculinity explaining why Mens health has the most male consumers.
3) How do the print statistics for Men's Health compare to GQ and Esquire?
They have a higher print statistics of 995 whereas GQ has 336 and Esquire is last in place with 109.
4) What is the difference between circulation and readership?
Readership is an estimation of how many people read the magazine whereas circulation is the number of copies that have been printed and distributed.
5) What was the circulation of Men's Health in thousands at the time this Media Pack was published? What about the readership for ABC1 men? AB men? [Note: this Media Pack was published in 2016 and some of the figures have fallen since then. Up to date circulation figures can be found at the top of this blog post].
They had a circulation of 120,000 and a readership of nearly 1 million where 64% were ABC1 men and 32% were AB men.
6) How do readers generally interact with the digital version of the magazine?
They are able to access mens health on social media platforms such as facebook and twitter using their portable phones.
7) How many people do Men's Health reach across social media platforms?
Over 1 million overall. On facebook they reach 944k, twitter they reach 285k and instagram they reach 66k.8) What is the audience profile for Men's Health readers? 
905k are ABCI, aged 25-44,700k have a degree and 200k earn over 50k.
9) What is the Men's Health fashion philosophy? How much do Men's Health readers collectively spend on fashion?
Mens health spend 1,1 billion on fashion a year. The philosophy is stylish, contemporary,  wearable and individual.
10) What is the average watch collection value for the Men's Health audience? What do the statistics about watches suggest about the Men's Health audience demographics and psychographics?  
The average watch collection value is £4,123. It suggests that their consumers must be middle or upper class males who are able to afford watches of these expenses and hyper masculine males who buy the watch as a method of keeping their masculinity intact.
11) What percentage of Men's Health readers use moisturiser daily? What does this suggest about Men's Health readers' view of masculinity?
73% which suggests that hypermasculinity is not still intact because moisturising is associated with femininity.
12) What does the media pack suggest regarding the Men's Health audience for fitness and technology?
They are fitness evangelists and early adopters of tech.13) Men's Health luxe is a series of magazines distributed with Men's Health targeting a specific aspect of the Men's Health audience. What are these three brand extension magazines called and what do they cover?
Urban active(showcases trend for high end performance fashion parallel), synchronised (leads horologists and s a buyer guide for amateurs), epicure( showcases the best food and drink skills for the man interested in cooking from scratch).


14) What do the Men's Health luxe magazines suggest about the demographics and psychographics of the Men's Health audience?
The men's health audience is quite masculine since they are invested in fitness and consuming expensive watched however there is also an element of felinity since they are large consumers of moisturisers and other products.
15) What additional brand extensions do Men's Health offer?
They have 15,000 entrants across 4 events nationwide , supporting Tv magazine , digital and social campaigns reaching millions.


16) What are the global statistics for Men's Health?
international editions-37,countries published-60, global circulation-4.5m, global readership -26.7m, websites-25, piques 23.7m, social media footprint 19.3m.
17) What does the 2017 calendar editorial specials suggest about the Men's Health audience?
Their audience are quite spontaneous since they are ready to go on adventures and take on challenges.
18) What audience pleasures are offered by the magazine?
Personal identity because males may see their masculine traits being reflected in Mens health and also surveillance because moisturisers and fitness help with living.


19) What lifestyle and job would you expect the average Men's Health reader to have?
They would have to have a high paying job and be of an upper social class which allows them to pay for expenses to have a luxurious lifestyle.
20) Why do you think Men's Health has managed to (just) remain profitable when many other magazines have struggled due to the rise of digital media?
Mens health has made many sources and have distributed their business successfully by using social media platforms which makes it easier for their consumer to access it so they can be reached virtually and physically giving them a larger audience.

assessment

David Gauntlett has argued against the idea that masculinity is in crisis. To what extent do you believe that masculinity is in crisis.


Centuries ago , the ideology of what men should be like and how they should act was quite stable and certain. Men only had one definition but recent changes have proved this to have changed. In this modern age , men have more freedom choose who and what they want to be which has caused confusion for men since they are unsure of their place in society and no longer can look up to an ideology that has been ingrained for centuries in men that they have to conform to being a hyper -masculine male. For example, in the 1960s score hair Cream advert , the expectations of a masculine male were quite clear. The male was portrayed as a superior since he was above a group exploited and sexualised women, he was the only one who held a weapon to indicate that he was the saviour and strong enough to fight , he was also posed in a masculine manner to catch the womens attention. This advert outlines typical stereotypes of males that they had to portray themselves as manly, strong and had to catch the attention of women which reinforced  the ideology of heterosexual relationships between a man and woman. As Stuart Hall states, representations in the media have different readings    which can either be positive or lead to a moral panic. The score hair cream advert received more preferred readings than oppositional readings due to the ideologies of a 'masculine' man which was the only ideology of men at that time making it easier for the 1960s audience to agree on one particular reading of the representation of the male in the advert. Moreover , if this advert was released to an audience in the modern age, it would receive more oppositional readings due to changing ideologies of males over the years. They may perceive this advert as ignorant since it sexualises women and belittles them which would create a moral panic due to the feminist movements becuase it reinforced a patriarchal society where men were more dominant . It also prevents men from having freedom to express themselves and explore their sexuality.



However on the other hand the changing ideology of men has benefited males in a sense. It has given them more freedom to explore their identity and sexuality without fearing scrutiny and backlash from an audience. The audience in the modern world have become more accepting of changing doctrines of what males should be. Gauntlett has pointed out that this change poses more pros than cons because it has put males in a position to be able to search for their place in society which means progress is being made. This is due to the fact that the old stereotypes of males consisted of superficial ideologies that members of society put together which males conformed to without question. Males found it hard to oppose these stereotypes back then and now can openly oppose them whilst gaining support which shows how far males position in society has improved since they have the power to be more outspoken and critical. For example, in the Maybelline advert, Manny MUA (who is a social media influencer who specialises in the makeup category) collaborated with another female celeb to advertise the Maybelline mascara. Manny Mua openly portrayed his interest in the mascara and being a male his ability to openly use makeup is quite unexpected. Although he received quite a lot of supportive comments for being the first male to feature in a makeup branded advert. This portrays the benefits of the changes in male stereotypes since  males have a powerful status in society since they will be supported no matter what stereotypes they conform to.


In conclusion, I agree with David Gauntlett that masculinity is in crisis because although men have more freedom to explore their identity and different stereotypes , these multiple stereotypes have caused a confusion on what males should be and has conflicted with their stability. These different sexualities and identities has caused males to feel excluded because they are unable to conform to these stereotypes and therefore are unsure of their place in society. They can no longer express themselves as dominant and strong without facing backlash from a modern audience that consists of feminists and feminine males . So, in that males are unsure of how to present their masculinity without violating the new stereotypes of males in modern society