David Gauntlett : Identity

1) What examples does Gauntlett provide of the "decline of tradition"? How can we link our advertising CSPs (Score hair cream and Maybelline 'That Boss Life') to this idea?
The decline of tradition, the knowing construction of identity, the idea of 'role models', masculinity in (possible) crisis, 'girl power', popular feminism, diversity of sexualities, gender trouble, media power, contradictions and change.

2) How does Gauntlett suggest the media influences the way we construct our own identities?
The construction of an own identity has seen to become a requirement in society and people are expected to to make decisions on their identity and lifestyle that they choose to live. Even if their preferred options are rather obvious and conventional ones, or a limited due to lack of financial resources. Ulrich Beck has noted, "in late modern societies everyone wants to 'live their own life', but this is, at the same time, 'an experimental life'. Since the social world is no longer confident in its traditions, every approach to life, whether seemingly radical or conventional, is somewhat risky and needs to be worked upon - nurtured, considered and maintained, or amended.

3) How do the two CSPs reflect the generational differences that Gauntlett discusses? Is it a good thing that the media seems to promote modern liberal values?
In the Maybelline 'That Boss Life' campaign a male media influencer was used to advertise and promote the product. This is the first time a male has been used in beauty advertising for Maybelline. The typical masculine conventions seen in the past, such as men having to be strong and dominant are destroyed as "views of gender and sexuality, masculinity and femininity, identity and self hood are in slow but steady processes of change and transformation". The Score head cream advert is an example of when advertising used typical conventions which are no longer seen as much today such as male dominance over women.

4) Why might Manny and Shayla be a good example of the role models that Gauntlett discusses - and also demonstrate how those role models have changed in recent years?
Manny and Shayla are both strong influencers who use the media and social network sites to discuss their options and beliefs with their fan base as well as prepare make-up videos and reviews. Their followers or fans are likely to make decisions and judgements on their own lives based on those of their 'role models'. This is an important concept as these digital influencers and role models have the potential to stir and change societies ideologies over time. Role models in the past were typically seen to reinforce stereotypes such as men having to be strong whereas in today's society role models are seen to challenge those stereotypes and go against the typical conventions.

5) Why does the Score hair cream advert provide such a good example of traditional masculinity? How can you link this to Gauntlett's discussion of whether masculinity is in crisis?
Score Hair Cream advert is a good example of traditional masculinity as the male presented in the advert is seen to be dominant over women as he is being held up in a pedestal by the women.

6) Gauntlett consistently argues that masculinity is not in crisis. Can the Maybelline 'That Boss Life' advert be used as evidence of this?
In my opinion the Maybelline That Boss Life advert argues that masculinity is not in a crisis. The younger generations are more accepting of the idea of gender fluidity and different representations of gender and have come to accept adverts such as the That Boss Life. Men are now seen represented differently to the Score Hair Cream advert and are now seen to be using beauty products whereas in the past they were represented to be more aggressive and dominant.

7) 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.
In my opinion I think that adverts still reinforce the "conventionally rugged, super-independent, extra-strong mach man" as they are still represented to be strong and aim to attract women. For example the Lynx chocolate advert, the male was presented to attract females who gathered around him similarity to the Score Hair cream advert when the male protagonist is being help up on a pedestal by 4 women.

8) 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?
Adverts are seen to reinforce the idea of 'girl power' and present them in a independent way and are "emphatic in their determination that women must do their own thing, be themselves, and/or be as outrageously sassy and sexy as possible". Young women follow idols such as 'Beyonce'  and the 'Spice Girls' who promote this idea of 'girl power' and their independence from men and how they financially strong, "Female pop stars sing about financial and emotional independence, inner strength, and how they don't need a man".

9) 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 (and our CSPs in particular) provide examples either reinforcing or challenging this idea that younger generations are more comfortable with changing gender roles?
I agree with Gauntlett's agruement as younger generations have seen to accept societies changes and the idea of 'gender fluidity' . The Maybelline That Boss Life advert is an example of society accepting the changes in gender roles as the advert promotes masculinity and beauty together and uses an openly gay protagonist (Manny Guiterrez) a YouTuber who has a strong fan base that religiously follow his life.

10) How do the two advertising CSPs show the changing 'diversity of sexualities' that Gauntlett suggests?
The Score Hair Cream advert shows very traditional beliefs of masculinity and the role of women in society. The advert presents the dominance over women through the pedestal which is being held up by women as well as the revealing clothing which the women are wearing, supporting the theory of the 'male gaze'. However the Maybelline That Boss Life advert presents masculinity and the roles of women differently as they  use an openly gay influencer who uses beauty products, supporting Gauntlett's statement on the 'diversity of sexualities'.

11) What examples from advertising does Gauntlett provide for the changing nature of gender in society (from the section on Judith Butler's Gender trouble)?
CK One fragrance 'for a man or a woman' - had reminded viewers of the similarity of genders, hinting that it wouldn't matter which of the attractive male or female models you chose to desire. Other ads (such as ones for Impulse deoderant and Kronenbourglager) playfully teased heterosexual desires only to reveal that the lust object was more interested in their own sex, pointing audiences to the unpredictability of sexualities.

12) How can the Maybelline 'That Boss Life' advert be applied to Judith Butler's work on 'gender trouble'? ("The binary division of 'male' and 'female' identities should be shattered, Butler suggested, and replaced with multiple forms of identity...")
The Maybelline Advert reinforces Butler's idea on 'gender trouble' as Maybelline have used a male figure to promote their product. Manny is an example of a new form of gender which challenges the traditional understanding of gender as he is an openly gay figure who uses beauty products which would typically be targeted at a female audience.

13) How can our two advertising CSPs be used to argue that power has shifted from media institutions to audiences? (Clue: how did Manny and Shayler from the Maybelline advert first become famous?)
The Maybelline advert uses two popular figures in the media who have strong followers and have made their career through the media. This shows the how the power has shifted over to the audience as they are seen to now be used in advertising to promote products through their existing followers. The audience in the past accepted the traditional views which were presented in advertising such as the Score Hair Cream advert, however the digital age has allowed for people to challenge these views and create platforms where they have gained followers and a dedicated audience (Manny and Shayler).

14) 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?

The contradictions are important, however, because the multiple messages contribute to the perception of an open realm of possibilities. In contrast with the past - or the modern popular view of the past - we no longer get singular, straightforward messages about ideal types of male and female identities (although certain groups of features are clearly promoted as more desirable than others). Instead, popular culture offers a range of stars, icons and characters from whom we can acceptably borrow bits and pieces of their public persona for use in our own. In addition, of course - and slightly contradictorily - individuals are encouraged to 'be yourself', and to be creative - within limits - about the presentation of self. This opens the possibilities for gender trouble, as discussed above. Today, nothing about identity is clear-cut, and the contradictory messages of popular culture make the 'ideal' model for the self even more indistinct - which is probably a good thing.

15) Finally, Gauntlett makes a clear case that things change and modern identities are increasingly fluid. How do our advertising CSPs demonstrate the changing attitudes towards gender and sexuality in society?
The score advert presents to us the typical, traditional views of men and women in society. Advertising was much more targeted and aimed around the theory of the 'male gaze' as men where the main subject of the advert and were most likely seen to be dominant over women. Whereas the Maybelline advert gives a more fluid representation of society and how advertising has come to accept the changes in sexuality.