The Codes of Gender
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.
Palavra-chave:
The Codes of Gender 2010
pop culture
beauty
sociology
advertising
gender
gender roles
femininity
socialization
power relations
masculinity
social science
hierarchy
western society
social structures
ervig goffman
analysis
commercialism
gender ideals
ritualized cultural performance
objectification
subordination
infantilization
Media Education Foundation
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