The Codes of Gender (2010)
The Codes of Gender (2010)
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.

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Cast

Sut Jhally Sut Jhally As: Himself
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Storyline

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.


Tagline: Identity and performance in popular culture
Certification: Unknown

Details

Genres: Documentary

Language: English

Release Date: 13 October 2010

Country: US

Runtime: 73m

Company Credits

Company: Media Education Foundation

External Links

Cast

Sut Jhally

Sut Jhally

Himself

Directed By

Sut Jhally

Sut Jhally

Director

Jeremy Earp

Jeremy Earp

Script Coordinator

Writing Credits

Production Crew

Not currently known.

Edited By

Costume and Makeup

Not currently known.

Sound

Andrew Killoy

Andrew Killoy

Recording Supervision

Rikk Desgres

Rikk Desgres

Sound Engineer

Visual Effects

Andrew Killoy

Andrew Killoy

Animation

Shannon McKenna

Shannon McKenna

Imaging Science

Shannon McKenna

Shannon McKenna

Imaging Science

Camera

David Rabinovitz

David Rabinovitz

Camera Operator

Lighting

Not currently known.

Art Department

Not currently known.

Other Crew

Loretta Alper

Loretta Alper

Information Systems Manager

Scott Morris

Scott Morris

Information Systems Manager

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