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

Material type: FilmFilmPublication details: Northampton, Mass. : Media Education Foundation, 2009.Description: 1 x DVD ; 72 minsUniform titles:
  • Identity and performance in pop culture.
Subject(s):
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.
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Holdings
Item type Current library Call number Status Date due Barcode
DVD University of Wollongong in Dubai Main Collection 791.45 CO DE (Browse shelf(Opens below)) Available T0010049

DVD includes both full length (72 min.) and abridged (46 min.) versions.

Originally produced in 2009.

Credits: Editors, Sut Jhally, Andrew Killoy, Aaron Vega ; camera, David Rabinovitz; original music, Kevin MacLeod.

Performer(s): Featuring Sut Jhally.

Sex & gender -- The feminine touch -- The ritualization of subordination -- Licensed withdrawal -- Infantalization -- Codes of masculinity -- Trapped in the code -- History, power & gender display.

"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.

1 x DVD.

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