The codes of gender : identity + performance in popular culture /

"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, Jh...

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Bibliographic Details

Corporate Author:	Media Education Foundation
Other Authors:	Jhally, Sut (Director, writer,)
Format:	Video DVD
Language:	English
Published:	Northampton, Mass. : Media Education Foundation, [2009], ©2009.
Subjects:	Goffman, Erving, > 1922-1982. > Gender advertisements. Sex role in mass media. Gender identity in mass media. Sex role in advertising. Human body in popular culture. Femininity in popular culture. Masculinity in popular culture. Video recordings for the hearing impaired. Documentary film. Feature films. Documentary films. Nonfiction films. Documentaires. Films autres que de fiction. Vidéos pour personnes handicapées auditives. Femininities. Goffman, Erving, > 1922-1982.
Online Access:	Online Access
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."--Container