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The Codes of Gender

The Codes of Gender

Identity and performance in popular culture

Genres

Documentary

OverView

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.

Others

Budget

$--

Revenue

$--

Status

Released

Original Language

English

Runtime

73 mins

Rating

6.5/10

Release Date

13 October 2010

Country

United States of America

Cast

Sut Jhally

Sut Jhally

Himself

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