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Title The codes of gender : identity and performance in pop culture / produced by the Media Education Foundation ; written & directed by Sut Jhally.

Publication Info. [San Francisco, California, USA] : Kanopy Streaming, 2016.


Location Call No. OPAC Message Status
 Axe Kanopy Streaming Video  Streaming Video    ---  Available
Description 1 online resource (2 video files, approximately 119 minutes) : digital, .flv file, sound
two-dimensional moving image rdacontent
computer rdamedia
online resource rdacarrier
video file MPEG-4 Flash
Event Originally produced by Media Education Foundation in 2009.
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 cultural 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. With its sustained focus on the fundamental importance of gender, power, and how our perceptions of what it means to be a man or a woman get reproduced and reinforced on the level of culture in our everyday lives, The Codes of Gender is certain to inspire discussion and debate across a range of disciplines.
Audience Higher education.
System Details Mode of access: World Wide Web.
Subject Advertising.
Femininity in popular culture.
Gender identity in mass media.
Human body in popular culture.
Masculinity in popular culture.
Media representation.
Sex role in advertising.
Sex role in mass media.
Genre/Form Documentary films.
Added Author Alper, Loretta.
Jhally, Sut.
Killoy, Andrew.
Morris, Scott.
Rabinovitz, David.
Vega, Aaron.
Kanopy (Firm)
Added Title Identity and performance in pop culture
In: Media Education Foundation Collection njcore00000000080
Music No. 1216728 Kanopy

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