The codes of gender : identity + performance in pop culture

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Main contributors
Jhally, Sut; Media Education Foundation
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 commercial 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.
Media Education Foundation
Documentary films
Broadcasting, Communications; Women's Studies; Broadcasting, Mass Media; Advertising, Marketing; Women's Studies; Gender Studies; Sex role in mass media; Gender identity in mass media; Sex role in advertising; Gender identity in advertising; Human body in popular culture; Femininity in popular culture; Masculinity in popular culture
North America; United States; Massachusetts; Northampton
Distinctive Media Collections
Rights Statement
In Copyright
Terms of Use
Access is restricted to patrons at the University of Maryland.
Physical Description
73 minutes; color
Films @ UM


Access condition: campus-only.

Creation/Production Credits

Written & directed by Sut Jhally.
Other Identifiers
Filename: lms-090488; Fedora 2 PID: umd:76407; Handle Identifier: hdl:1903.1/10667; Catalog Key: alephsys003883303; OCLC: ocn656873649

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