The Codes of Gender

The Codes of Gender (2010)

Identity and performance in popular culture

  • Genre: Documentary
  • Release Date: 2010-10-13
  • User Rating: 6.5/10 from 7 ratings
  • Runtime: 1h 13min
  • Language: English
  • Production Company: Media Education Foundation
  • Production Country: United States of America
  • Director: Sut Jhally
star 6.5/10
From 7 Ratings

Summary

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 Trailer

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  • Sut Jhally

    as Himself
Writing Sut Jhally Writer
Directing Sut Jhally Director
Editing Sut Jhally Editor
Editing Andrew Killoy Editor
Editing Aaron Vega Editor
Visual Effects Andrew Killoy Animation
Directing Jeremy Earp Script Coordinator
Crew Loretta Alper Information Systems Manager
Crew Scott Morris Information Systems Manager
Camera David Rabinovitz Camera Operator
Sound Andrew Killoy Recording Supervision
Sound Rikk Desgres Sound Engineer
Visual Effects Shannon McKenna Imaging Science
Visual Effects Shannon McKenna Imaging Science

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