| Description |
1 online resource (2 video files, approximately 119 minutes) : digital, .flv file, sound |
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digital |
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video file MPEG-4 Flash |
| Event |
Originally produced by Media Education Foundation in 2009. |
| Summary |
Communication scholar Sut Jhally applies the late sociologist Erving Goffman's groundbreaking analysis of advertising to the contemporary commercial landscape in this provocative new film about gender as a ritualized cultural performance. Uncovering a remarkable pattern of gender-specific poses, Jhally explores Goffman's central claim that the way the body is displayed in advertising communicates normative ideas about masculinity and femininity. The film looks beyond advertising as a medium that simply sells products, and beyond analyses of gender that focus on biological difference or issues of surface objectification and beauty, taking us into the two-tiered terrain of identity and power relations. With its sustained focus on the fundamental importance of gender, power, and how our perceptions of what it means to be a man or a woman get reproduced and reinforced on the level of culture in our everyday lives, The Codes of Gender is certain to inspire discussion and debate across a range of disciplines. |
| Audience |
Higher education. |
| System Details |
Mode of access: World Wide Web. |
| Subject |
Advertising.
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Femininity in popular culture.
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Feminism.
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Gender identity in mass media.
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Gender.
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Human body in popular culture.
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Masculinity in popular culture.
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Masculinity.
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Media representation.
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Sex role in advertising.
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Sex role in mass media.
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Sex.
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| Genre/Form |
Documentary films.
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| Added Author |
Alper, Loretta.
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Jhally, Sut.
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Killoy, Andrew.
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Morris, Scott.
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Rabinovitz, David.
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Vega, Aaron.
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Kanopy (Firm)
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| Added Title |
Identity and performance in pop culture |
| Music No. |
1216728 Kanopy |
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