The codes of gender :  identity and performance in pop culture / 
 Identity and performance in pop culture 
produced by the Media Education Foundation ; written & directed by Sut Jhally. 
 - 1 online resource (2 video files, approximately 119 minutes) :  digital, .flv file, sound 
<br/><br/> Originally produced by Media Education Foundation in 2009. 
<br/><br/> 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. 
<br/><br/> Higher education. 
<br/><br/><br/>Mode of access: World Wide Web. 
<br/><br/><label>Publisher. No.: </label>1216728  Kanopy 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising.<br/>Femininity in popular culture.<br/>Feminism.<br/>Gender identity in mass media.<br/>Gender.<br/>Human body in popular culture.<br/>Masculinity in popular culture.<br/>Masculinity.<br/>Media representation.<br/>Sex role in advertising.<br/>Sex role in mass media.<br/>Sex.
<br/><br/><label>Index Terms--Genre/Form: </label><br/>Documentary films.