The Codes of Gender

Synopsis

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.

Main Cast

Sut Jhally

Himself

Age : N/A | Popularity : 5%

Crew

Department	Role	Name
Directing	Script Coordinator	Jeremy Earp
	Director	Sut Jhally
Editing	Editor	Aaron Vega Sut Jhally Andrew Killoy
Writing	Writer	Sut Jhally
Crew	Information Systems Manager	Loretta Alper Scott Morris
Sound	Recording Supervision	Andrew Killoy
	Sound Engineer	Rikk Desgres
Visual Effects	Animation	Andrew Killoy
	Imaging Science	Shannon McKenna Shannon McKenna
Camera	Camera Operator	David Rabinovitz
Department	Role	Name

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