The codes of gender : identity and performance in pop culture / produced by the Media Education Foundation ; written & directed by Sut Jhally.

Contributor(s):

Material type: Film

FilmPublisher number: 1216728 | KanopyLanguage: English Publisher: [San Francisco, California, USA] : Kanopy Streaming, 2016Description: 1 online resource (2 video files, approximately 119 minutes) : digital, .flv file, soundContent type:

two-dimensional moving image

Media type:

computer

Carrier type:

online resource

Other title:

Identity and performance in pop culture

Subject(s):

Genre/Form:

Documentary films.

Online resources:

In: Media Education Foundation CollectionSummary: 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.

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Originally produced by Media Education Foundation in 2009.

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.

Higher education.

Mode of access: World Wide Web.