DAVID GAUNTLETT - GENDER

TO WHAT EXTENT DO YOU AGREE WITH THIS HYPOTHESIS IN RELATION TO PRINT ADVERTISING IN THE UK?

David Gauntlett’s theory of identity – now living in a world where the meaning of gender is increasingly open

Modern day advertising in typically oppose previous views, in the world and web we are within we are much more open to new views and concepts. To the great extent the views on gender have been moved, in previous eras the expectation of men and women were very set in their own ways. Women expected to be simply house wives and connotated with being weak, men similarly being only tough and stubborn – this is distorted as now we see no expectations as there are many power empowering women figures and men can be exposed to showing emotions, getting advice and problems within their masculinity. Due to things like Web 2.0 we can construct our own media (using things like YouTube); creating our own identity in unique ways. Tradition isn’t followed, typically media such as magazines in the past would be plastered with pretty, perfect natural women showing nothing but delicacy. Magazines such as CoverGirl clearly reflect this in the cover. It wasn’t until 2016 that their first ever CoverBoy was introduced – James Charles. This breakthrough opposes many old traditional, old-fashioned views! The main one of which being the concept of males being associated alongside makeup, the introduction of sites like YouTube help embrace and encourage those to follow whatever path they want. With the increasing number of male makeup artists alongside females. Statistics show this as ‘Mrporter.com reported a 300% growth in men's beauty and grooming products in 2015’. Freedom is much more present, supporting David Gauntlett’s theory of identity, speaking that society is much more accepting and open to each and everyone’s individuality.

In some ways, society isn’t fully accepting of everyone. Chanel have recently released a new makeup like called ‘BOY de CHANEL’ in some ways this shows new views.

Enhancing and encouraging that makeup isn’t only for one gender it is for whoever shares the love and the desire to wear it as they say in their campaign. Although, this is still opposing the idea as they have had to specifically make a line of makeup of which they delicate to boys.

Why not just have makeup as a general? With both male and females wearing the same items? The Boy range follows sleek black packaging’s, very plain whereas some of the other makeup – clearly in this case the items Chanel have directed at women reflect more colour. They have even gone to the extents of creating a lip balm, simply for boys. 

Overall, I do agree with the hypothesis that in this day and age we are becoming far more open to the concept of gender. As a generation we are far more accepting and have greater respect for peoples individualities. I would not say we are completely open as certain things can still alarm us but in general, I feel the concept behind stereotypes is slowly being defeated and destroyed.