CODES OF GENDER: Identity and Performance in Popular Culture
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.
Divided into 8 sections: Sex and Gender | The Feminine Touch | The Ritualization of Subordination | Licensed Withdrawal | Infantilization | The Codes of Masculinity | Trapped in the Code | History, Power, and Gender Display
*Viewer Discretion Advisory: This program contains violence, nudity, and sexual themes.
DVD contains two version: a full length version (73 minutes) and an abridged version (46 minutes) which has been edited for nudity and length.
*Sub-Titled
*** SPECIAL PRICING AVAILABLE FOR HIGH SCHOOLS & NON-PROFIT
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