Night mode
Stream in HD Download in HD
Movie Rating : 6.9
The Codes of Gender

The Codes of Gender  The Codes of Gender (2010) on IMDb

Identity and performance in popular culture
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.

Genre: Documentary


Director: ,

Country: ,

Produced By: Media Education Foundation

Runtime: 73


Release: 2010

Rating: 6.9 out of 10 5

Language: English,

Views: 207

Content Rating:N/A

Quality: DVD

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, sexuality, representation of gender, advertisement, Trailer: The Codes of Gender Movie: The Codes of Gender - Official Trailer 2010-10-13

Google The Codes of Gender Watch Online The Codes of Gender Watch Online