The Codes of Gender
Arguing that advertising not only sells things, but also ideas about the world, media scholar Sut Jhally offers a blistering analysis of commercial culture's inability to let go of reactionary gender representations. Jhally's starting point is the breakthrough work of the late sociologist Erving Goffman, whose 1959 book The Presentation of the Self in Everyday Life prefigured the growing field of performance studies. Jhally applies Goffman's analysis of the body in print advertising to hundreds of print ads today, uncovering an astonishing pattern of regressive and destructive gender codes. By looking beyond advertising as a medium that simply sells products, and beyond analyses of gender that tend to focus on either biology or objectification, The Codes of Gender offers important insights into the social construction of masculinity and femininity, the relationship between gender and power, and the everyday performance of cultural norms.
Year: 2010
Genre: Documentary
Studio: Media Education Foundation
Director: Sut Jhally
Cast: Sut Jhally
Crew: Sut Jhally (Writer), Sut Jhally (Director), Sut Jhally (Editor), Andrew Killoy (Editor), Aaron Vega (Editor), Andrew Killoy (Animation)
Runtime: 73 minutes
Release: Oct 13, 2010
IMDb: 6.50/10 by 7 users
Popularity: 2
Country: United States of America
Language: English
Budget: 0
Revenue: 0
Keyword : pop culture, beauty, sociology, advertising, gender, gender roles, femininity, socialization, power relations, masculinity, social science, hierarchy, western society, social structures, ervig goffman, analysis, commercialism, gender ideals, ritualized cultural performance, objectification, subordination, infantilization
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