Gauntlett- Media Gender and Identity

Question 1

What are the 3 main ideas of Gauntlett’s theory?

Answer 1

• Identity is becoming more fluid
• There are generational differences
• Things change over time

Question 2

‘Identity is becoming more fluid’

Answer 2

He writes that there is a “decline of tradition” ie a decline in belief in gender stereotypes.

Question 3

‘There are generational differences’

Answer 3

• Highlights differences in views on identity between young and old – e.g. on homosexuality or masculinity.
• Mass media has become more liberal and challenges trad standards- reflection of changing attitudes + active spreading of modern values

Question 4

‘Things change over time’

Answer 4

• Media and audiences change over time. This is good.

- Views of things like gender and sexuality are all slowly but steadily transforming. These things aren’t stationary.

Question 5

What is ‘collective identity’?

Answer 5

Refers to a person’s sense of belonging to a group. The identity of the group, or the ‘collective,’ becomes a part of the person’s individual identity.

Question 6

What is ‘identity negotiation’?

Answer 6

The process by which people create, belong to, communicate within, and identify with distinct social groups.