Advertising: Gauntlett and masculinity
1) The examples Gauntlett uses for the decline of tradition were the traditional view of women being only seen as a house wife and the masculine ideals of self reliance, emotional silence and absolute toughness being shaken apart. 2) The media plays an important role in constructing our identities through things like magazines, television, songs, etc. These all provide a type of guidance on how we should live our life through the myriad of suggestions. This is due to the social world not being confident in its traditions and as such are more prone to search to form there "experimental life" through popular media. 3) Gauntlett suggests that generational differences may be due to the elderly's devotion to tradition and rejection of modernity. People over 65's are less likely to be consuming media from magazines or be the key audience for pop music sensations. Furthermore they're also more likely to be less tolerant of homosexuality and less sympathetic to unmarried...