The Codes of Gender

The Codes of Gender

The Codes of Gender


(6.5 from 7 users)

1h 13m 2010 HD

The Codes of Gender On Soap2Day. 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 Codes of Gender (2010)
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Keyword:   #pop culture   #beauty   #sociology   #advertising   #gender   #gender roles   #femininity   #socialization   #power relations   #masculinity   #social science   #hierarchy   #western society   #social structures   #ervig goffman   #analysis   #commercialism   #gender ideals   #ritualized cultural performance   #objectification   #subordination   #infantilization   #Media Education Foundation   #the codes of gender 2010   #the codes of gender soap2day   #the codes of gender soap2dayhd   #the codes of gender soap2dayfree   #the codes of gender soap2dayto   #the codes of gender soap2days   #the codes of gender soap2today   #the codes of gender full movie online   #the codes of gender streaming free   #the codes of gender online free   #how to watch the codes of gender free

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