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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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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