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The codes of gender [videorecording] : identity + performance in pop culture / produced by the Media Education Foundation ; written & directed by Sut Jhally
Alternate Title Title from container : Codes of gender : identity & performance in popular culture [videorecording]
Codes of gender : identity and performance in pop culture
Northampton, MA : Media Education Foundation, c2009
book jacket
Location Call Number Status
 Videos/2nd Flr  P96.S5 C6 2009    AVAILABLE
Subject(s) 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
Subject Goffman, Erving. Gender advertisements
Subject(s) Documentary films
Nonfiction films
Video recordings for the hearing impaired
Physical Description 1 videodisc (73 min.) : sd., col. ; 4 3/4 in
Note - System Details DVD format
Language English subtitles
Performer/Participant Featuring Sut Jhally
Credits Editors, Sut Jhally, Andrew Killoy, Aaron Vega ; camera, David Rabinovitz; original music, Kevin MacLeod
Note "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
Alternate Author Jhally, Sut
Media Education Foundation

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