David Gauntlett - Theory of Identity

To what extent do you agree with David Gauntlett's theory of identity in relation to print advertisements in the UK?

David Gauntlett who is a British sociologist, was born March of 1971 and as a media theorist he was also the Professor of Creativity and Design, and Director of Research, at the University of Westminster. 

Whilst, in the past, the media tended to convey singular straightforward messages about ideal types of male and female identities, the media today offers us a much more diverse range of stars, icons and characters from which we can pick and mix different ideas.

Although gender categories haven't been shattered, these alternative ideas and images have have at least created a space for diversity of identities.
We have seen various ways in which identification has been perspective over the years. Stereotypes have varied a lot over the past years. In reference to jobs we are experiencing many of what used to be seen as male exclusive jobs are now being rapidly populated by men. An example of this is that as of 2018 all women are allowed to enrol with any role within the military/ armed forces in the UK, including fighting on the front line.

The mass media is a force for change, the traditional view of woman being has wives or low-status workers is no longer in the picture. There are now successful female power icons, people to look up to for young women and children who might not have been there before. This allows us to slowly break created stereotypes.

Comparing two different types of media (adverts) we can see how drastically the way women are presented in the media has changed.

Old Advert
As you can see the whole advert is littered with derogatory language. It is illustrated that a woman's purpose is to be subservient to the man/ husband. Focusing on household tasks Kellogg's selling point is that the cereal gives her the energy to be able to serve the man and look after the house. It also claims to make the woman seem more attractive "The cuter she looks!" further putting pressure on women to look a certain way, this is largely debated at more recent times and this is how adverts could be made in earlier times.



New Advert
This slightly more modern advert (still quite old, just newer), has already changed its approach, being a big brand Kellogg's clearly realised they had to appear as socially acceptable and whereas other brands continued to publish adverts similar to the previous one. Kellogg's quickly understood that it was vital to the brands longevity. We see no reference to derogatory language and the advert is clear of any sexist remarks. There is a female included amidst the other children and it appears to be advertising to everyone, despite gender. The term "Boy!" isn't related to gender and is instead referring to excitement caused by having the product.



In conclusion, I think that  the theory can be applicable in some cases but society is also changing and adapting to new ideas and how things are nowadays.