The Codes of Gender Trailer

The Codes of Gender Trailer (2010)

"Identity and performance in popular culture" 13 October 2010 Factual 73 mins

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.

Watch the official The Codes of Gender 2010 trailer in HD below or find more The Codes of Gender videos on Vidimovie.

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Cast

Sut Jhally

as Himself

Crew

International Releases Dates

United States 13 October 2010

Production Companies

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The Codes of Gender - Teaser - Available on DVD

Buy DVD at Written and directed by MEF Executive Director Sut Jhally The Codes of Gender applies the late sociologist Erving ...

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