Item Details

The Codes of Gender: Identity and Performance in Pop Culture

produced by the Media Education Foundation ; written & directed by Sut Jhally
Format
Video; Streaming Video; Online
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.
Director
Sut Jhally
Release Date
2009
Language
English
Rating
Higher education
Variant Title
Identity and performance in pop culture
Published
[San Francisco, California, USA] : Kanopy Streaming, 2016.
Recording Info
Originally produced by Media Education Foundation in 2009.
Publisher no.
1216728 Kanopy
Related Resources
Cover Image
Description
1 online resource (2 video files, approximately 119 minutes) : digital, .flv file, sound
Mode of access: World Wide Web.
Technical Details

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    a| 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.
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