The Codes of Gender (2010)
Overview
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.
Production Companies
Additional Info
| Budget | $0.00 |
|---|---|
| Revenue | $0.00 |
| Original Language | en |
| Popularity | 1.794 |
Directed By
Sut Jhally
Crew
Sut Jhally
Sut Jhally
Sut Jhally
Andrew Killoy
Aaron Vega
Andrew Killoy
Jeremy Earp
Loretta Alper
Scott Morris
David Rabinovitz
Andrew Killoy
Rikk Desgres
Shannon McKenna
Shannon McKenna
TOP CAST
Sut Jhally
Himself
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