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The Codes of Gender: identity performance in pop culture

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Abstract
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.
Collection
Media Education Foundation Collection
Subject
Goffman, Erving. Gender advertisements., Gender, Media representation, Advertising, Feminism, Masculinity, Sexuality, Sex role in mass media, Sex role in advertising, Gender identity in mass media, Human body in popular culture, Femininity in popular culture, Masculinity in popular culture, Society
Contributors
Jhally, Sut (Author of screenplay, etc.), Jhally, Sut (Director), Jhally, Sut (Film editor), Killoy, Andrew (Film editor), Vega, Aaron (Film editor), Alper, Loretta (Researcher), Morris, Scott (Researcher), Rabinovitz, David (Cinematographer), Media Education Foundation (Producer), Media Education Foundation (Distributor)
Duration
01:12:41 (HH:MM:SS)
Language:
English
Target or Intended Audience
Higher education
Copyright Holder
Name Media Education Foundation
RoleDistributor
Telephone413-584-8500
Address60 Masonic St., Northampton, MA 01060
Email[email protected]
Copyright Holder
Name Media Education Foundation
RoleProducer
Telephone413-584-8500
Address60 Masonic St., Northampton, MA 01060
Email[email protected]
Rights Declaration:
This video is protected by copyright. You are free to view it but not download or remix it. Please contact the licensing institution for further information about how you may use this video.
Persistent/Share URL
https://54098.surd9.group/show.php?pid=njcore:17542
Basic LTI parameter
pid=njcore:17542
PID
njcore:17542
Metadata
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