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The Codes of Gender
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.
| Release : | 2010 |
| Rating : | 7 |
| Studio : | Media Education Foundation, |
| Crew : | Camera Operator, Information Systems Manager, |
| Cast : | |
| Genre : | Documentary |
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Reviews
the audience applauded
Highly Overrated But Still Good
Wow! What a bizarre film! Unfortunately the few funny moments there were were quite overshadowed by it's completely weird and random vibe throughout.
It's easily one of the freshest, sharpest and most enjoyable films of this year.
11/29/17. An interesting documentary about gender roles and how they are represented in media and advertising. It is amazing how what we watch constantly on any medium, whether in print or on the screen, insidiously display what roles we should be playing. This is especially true for women, in which they are constantly feminized to reduce the threat that men may feel when faced with women who come off as being masculine or too male-like. And, gay men are displayed in what are considered feminine positions because they share the same audience with women. Worth catching.
