Changing Representations Of Femininity And Masculinity Flashcards
What did Gauntlett argue?
- found that from the mid-90s there was a shift away from traditional gender roles across a range of media – Showing that male and female representations have become more equal
What is a media example for Gauntlett?
Friends- 3 men and women in a friend group sharing balanced screen time between genders
Who else discussed the shift from traditional gender roles?
Billington
What did Easthorpe argue?
- 1980s saw the emergence of a new breed of glossy magazines aimed at middle class young men
What did the content of the magazines suggest (Easthorpe)?
- Men are emotionally vulnerable
- They should be more in touch with their emotions or
feminine side - They should treat women as equal
- They should care more about their appearance
- Active fatherhood is an experience worth having
What did Nixon argue?
- The ‘new man’
- acceptable for men to now take care of their
appearance and be sexualised
What did Mort argue?
- More consumption of mens toiletries, aftershave, hair products, magazines and designer clothes
What is a media example for Easthorpe?
Maxim magazine- men should care more about appearance
What is a media example for Nixon and mort?
The Levi’s laundrette advert- sexualised men to promote product
What did Whannel argue?
- claims that the presentation of David Beckham are contradictory and supports representation of men are changing
- notes that media representations of Beckham are fluid
What are the 2 ways David Beckham is presented?
- traditional real man
- metrosexual
Define traditional real man
good looks, his football skills, competitive spirit
Define metrosexual
emotional commitment to his family and the fact that he spends a great deal of time, effort and money on his image
What is a media example for whannel?
David Beckham- fluid representation
