The Codes of Gender (2010)
Overview
Arguing that advertising not only sells things, but also ideas about the world, media scholar Sut Jhally offers a blistering analysis of commercial culture's inability to let go of reactionary gender representations. Jhally's starting point is the breakthrough work of the late sociologist Erving Goffman, whose 1959 book The Presentation of the Self in Everyday Life prefigured the growing field of performance studies. Jhally applies Goffman's analysis of the body in print advertising to hundreds of print ads today, uncovering an astonishing pattern of regressive and destructive gender codes. By looking beyond advertising as a medium that simply sells products, and beyond analyses of gender that tend to focus on either biology or objectification, The Codes of Gender offers important insights into the social construction of masculinity and femininity, the relationship between gender and power, and the everyday performance of cultural norms.
Where to watch The Codes of Gender
| Country | Stream | Rent | Buy |
|---|---|---|---|
| United States | Kanopy | — | — |
Streaming availability from JustWatch via TMDB. Catalogues change often, so check the provider before subscribing.
What is The Codes of Gender about?
Arguing that advertising not only sells things, but also ideas about the world, media scholar Sut Jhally offers a blistering analysis of commercial culture's inability to let go of reactionary gender representations. Jhally's starting point is the breakthrough work of the late sociologist Erving Goffman, whose 1959 book The Presentation of the Self in Everyday Life prefigured the growing field of performance studies. Jhally applies Goffman's analysis of the body in print advertising to hundreds of print ads today, uncovering an astonishing pattern of regressive and destructive gender codes. By looking beyond advertising as a medium that simply sells products, and beyond analyses of gender that tend to focus on either biology or objectification, The Codes of Gender offers important insights into the social construction of masculinity and femininity, the relationship between gender and power, and the everyday performance of cultural norms. The Codes of Gender is a Documentary movie, released on 2010-10-13, runtime 73 minutes.
Is The Codes of Gender worth watching?
There are not enough ratings yet to summarize how viewers feel about The Codes of Gender.
Where can I watch The Codes of Gender?
In the United States, The Codes of Gender is free to watch on Kanopy. Movie World also lists the official trailer, online streaming sources and links to external sources on this page.
Directed by
Sut Jhally
Cast
- Sut Jhally as Himself
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Sources
Details and the 6.5/10 rating from The Codes of Gender on TMDB, also on IMDb. Back to Movie World.