The codes of gender : identity + performance in pop culture

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Date
2009
Main contributors
Jhally, Sut; Media Education Foundation
Summary
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.
Publisher
Media Education Foundation
Genre
Documentary films
Subjects
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
Locations
North America; United States; Massachusetts; Northampton
Collection
Films@UM
Unit
Distinctive Media Collections
Language
English
Rights Statement
In Copyright
Terms of Use
Access is restricted to patrons at the University of Maryland.
Physical Description
73 minutes; color
Notes
Films @ UM
Access
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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