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The codes of gender : identity and performance in pop culture / produced by the Media Education Foundation ; written and directed by Sut Jhally.
- Format:
- Video
- Language:
- English
- Subjects (All):
- Femininity in popular culture.
- Gender identity in mass media.
- Human body in popular culture.
- Masculinity in popular culture.
- Sex role in advertising.
- Sex role in mass media.
- Genre:
- Documentary films.
- Physical Description:
- 1 online resource (1 video file (118 minutes)) : sound, color
- Production:
- Northampton, MA : Media Education Foundation, 2009.
- Contained In:
- Media Education Foundation Collection
- Other Title:
- Identity and performance in pop culture
- System Details:
- digital
- 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 cultural 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. With its sustained focus on the fundamental importance of gender, power, and how our perceptions of what it means to be a man or a woman get reproduced and reinforced on the level of culture in our everyday lives, The Codes of Gender is certain to inspire discussion and debate across a range of disciplines.
- Notes:
- Description based on online resource; title from title screen (viewed on March 29, 2023).
- Originally produced by Media Education Foundation in 2009.
- OCLC:
- 955675874
- Access Restriction:
- Restricted for use by site license.
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