The codes of gender [videorecording] : identity + performance in pop culture / produced by the Media Education Foundation ; written & directed by Sut Jhally.
Featuring Sut Jhally. "This program contains violence, nudity, and sexual themes"--Container. DVD includes both full length (74 min.) and abridged (46 min.) versions.
Contents:
Sex & gender -- The feminine touch -- The ritualization of subordination -- Licensed withdrawal -- Infantalization -- Codes of masculinity -- Trapped in the code -- History, power & gender display.
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"--Container.
This resource is supported by the Institute of Museum and Library Services under the provisions of the Library Services and Technology Act as administered by State Library of Iowa.