David Gauntlett

David Gauntlett was born on the 15th of March 197, he is a British sociologist and media theorist. He specialises in the study of contemporary media audiences, the everyday making and sharing of digital media, and the role of such media in self-identity and self-expression

Theory:
Fragmented construction; how the consumption of different media texts changes the way we identify ourselves.
- Traditional views of men and women are no longer there e.g traditional view of women as housewife/low status worker has been kicked out by a feisty successful 'girl power' icons. The usual masculine ideas of toughness, stubborn self reliance and emotional silence have been taken over by a new emphasis on mens emotions, need for advice and problems of masculinity.
-Construction of identity has become a known requirement.

Here is an example of the traditional views of gender changing, Tomb Raider is a film which you would expect to have a male lead role however this action film centrals around a female which is unusual for this genre of film.