Gender

Question 1

Billington - traditional - both

Answer 1

Women - subordinate- housewives and needed to be reduced by men
Men - dominate- aggressive , string , leaders

Question 2

Milestone and Meyer - traditional- both

Answer 2

Representations of masculinities and Femininities continue to perpetuate inequalities in the media

Question 3

Gauntlett - traditional - both

Answer 3

Male - lead roles - clever and resourceful
Women - love interest and helpers - heavily influenced by appearance

Question 4

Gauntlett - traditional - masculinity

Answer 4

Male characters traditionally being portrayed as hero’s

Question 5

Easthorpe - traditional - masculinity

Answer 5

Masculinity based on strength , aggression , competition and violence is biologically determined

Question 6

Tunstall - traditional- women

Answer 6

Women’s domestic , sexual , consumer and marital activities are emphasised
Ignore the fact that the majority of British women go out to work

Question 7

Tuchman - traditional- femininity

Answer 7

Narrow range of roles for women lead to their symbolic annihilation in the media
Mass media omit, tribal or condemn certain groups that are not socially valued - such as women

Question 8

Ferguson - traditional- femininity

Answer 8

Cult of femininity- women’s magazines focused around beauty and women looking attractive for men
Focused on stereotypical female roles such as caring for others , family and marriage

Question 9

Glascock - traditional - femininity

Answer 9

Males are more physically aggressive and females are more verbally aggressive

Question 10

Gauntlett - changing - both

Answer 10

Women are now depicted in a tougher way , younger audiences are now more open to having female as well as male lead characters in films a - Lara Croft , Tomb Raider - Charlies Angels
Women emphasised that women should do their own things and be themselves
Women can be tough and independent whilst being sexy

Question 11

Easthorpe- changing masculinity

Answer 11

1989s saw the news of a new breed of glossy magazines aimed at middle class men - Maxim, FHM suggested :
Men should be emotionally vulnerable
More in touch with their emotions
Treat women as equal
Care more about their appearance

Question 12

Nixon - changing - masculinity

Answer 12

Levi’s Laundrette advert - saw the emergence of the new man - became acceptable for men to take care over their appearance and that men could be sexualised

Question 13

Mort - changing - masculinity

Answer 13

Increase and change in male consumption patterns - spending more time , money and effort on their appearance

Question 14

Whannel - changing - masculinity

Answer 14

Presentation of David Beckham is contradictory - media portrays him as fluid , metrosexuality , particularly his emotional commitment of his family

Question 15

Westwood - changing - femininity

Answer 15

Transgressive female roles in British TV - refers to the idea that females are now presented in a way that means they are breaking hegemonic social and moral constraints - seen as empowering to women

Question 16

Glascock - changing - femininity

Answer 16

Now a range of femininity portrayed in the media suave as independent women e.g Lara Croft - Tomb Raider - string intellectual and athletic
Rey from Star Wars - take care of herself , survivor

Question 17

Gill - changing - femininity

Answer 17

Within advertising , the deception of women has changed from women as passive objects of the male gaze , to women being more active , independent and sexually powerful