The Codes of Gender
2010-10-13 | Documentary
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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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The Codes of Gender FAQ
The release date of The Codes of Gender is October 13, 2010.
On October 04, 2024, there were 444 public reaction to The Codes of Gender including machismo, metrosexual, Queer Cinema, buffed up, definable cast.
On October 04, 2024, the IMDB rating of The Codes of Gender is 7.1/10, Rotten Tomato rating is 0/100, Metacritic rating is 0/100, TMDB rating is 6.0/10.
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..
The genre of The Codes of Gender is Documentary.
The runtime of The Codes of Gender is 73 minutes.
The director of The Codes of Gender is Sut Jhally.
The casts of The Codes of Gender are Sut Jhally starring as Himself.