Watch The Codes of Gender (2010) Online

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. Read More

Watch The Codes of Gender online. Featuring Sut Jhally, The Codes of Gender is classified as Documentary genre movie with an average rating across the web of 6.5. It is available for streaming online in the UK The movie was filmed in United States of America and was released on 2010. The Codes of Gender was directed by Sut Jhally,Jeremy Earp,Loretta Alper. Read Less