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Title:
The codes of gender [electronic resource] : identity + performance in pop culture / produced by the Media Education Foundation ; written & directed by Sut Jhally.
Author:
Jhally, Sut.

Media Education Foundation.
Publication Information:
Northampton, MA : Media Education Foundation, c2009.
Call Number:
P96.S5 C6 2009B
Abstract:
"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 commercial 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"--Container.
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Physical Description:
sd., col. ;
General Note:
"This program contains violence, nudity, and sexual themes"--Container.
Contents:
Sex & gender -- The feminine touch -- The ritualization of subordination -- Licensed withdrawal -- Infantalization -- Codes of masculinity -- Trapped in the code -- History, power & gender display.
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