The Codes of Gender (2010)

ALL 10/13/2010 (en) Documentary 73 Min
  • Release
    10/13/2010
  • Production
    Media Education Foundation
  • Rotten tomato
    65%
  • Original title
    The Codes of Gender
  • Original language
    en
  • Production Cost
  • 0.00
    -

Identity and performance in popular culture

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.

  1. Sut Jhally

    Director

  2. Story

  3. Producer



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Casts

  1. Sut Jhally

    Himself

Full Cast & Crew

Casts : 1 , Crews : 14

Keyword

The Codes of Gender (2010) 73 Min

ALL 10/13/2010 (en)
Documentary
  • Release 10/13/2010
  • Production
    Media Education Foundation
  • Original title The Codes of Gender
  • en
  • Revenue0.00

Identity and performance in popular culture

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.

  1. Sut Jhally

    Director

  2. Story

  3. Sut Jhally, Andrew Killoy, Aaron Vega

    Editor

  4. Producer