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The Codes of Gender

| 13 October 2010 (USA)

Documentary

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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.

Vashirdfel

Simply A Masterpiece

Senteur

As somebody who had not heard any of this before, it became a curious phenomenon to sit and watch a film and slowly have the realities begin to click into place.

Jonah Abbott

There's no way I can possibly love it entirely but I just think its ridiculously bad, but enjoyable at the same time.

Maleeha Vincent

It's funny, it's tense, it features two great performances from two actors and the director expertly creates a web of odd tension where you actually don't know what is happening for the majority of the run time.

bettycjung

11/29/17. An interesting documentary about gender roles and how they are represented in media and advertising. It is amazing how what we watch constantly on any medium, whether in print or on the screen, insidiously display what roles we should be playing. This is especially true for women, in which they are constantly feminized to reduce the threat that men may feel when faced with women who come off as being masculine or too male-like. And, gay men are displayed in what are considered feminine positions because they share the same audience with women. Worth catching.