Documentary
Movie Detail
The Codes of Gender
2010-01-0146 minUnited States
WrittenanddirectedbyMEFExecutiveDirectorSutJhally,TheCodesofGenderappliesthelatesociologistErvingGoffman'sgroundbreakinganalysisofadvertisingtothecontemporarycommerciallandscape,showinghowoneofAmericanpopularculture'smostinfluentialformscommunicatesnormativeideasaboutmasculinityandfemininity.<br/> Instrikingvisualdetail,TheCodesofGenderexploresGoffman'scentralclaimthatgenderidealsaretheresultofritualizedculturalperformance,uncoveringaremarkablepatternofmasculineandfemininedisplaysandposes.<br/> Itlooksbeyondadvertisingasamediumthatsimplysellsproducts,andbeyondanalysesofgenderthatfocusonbiologicaldifferenceorissuesofobjectificationandbeauty,toprovideaclear-eyedviewofthetwo-tieredterrainofidentityandpowerrelations.
