The Codes of Gender

Media of Type video

The Codes of Gender

Communication scholar Sut Jhally applies the late sociologist Erving Goffman's groundbreaking analysis of advertising to the contemporary commercial landscape in this film about gender as a ritualized cultural performance. Jhally explores Goffman's central claim that the way the body is displayed in advertising communicates normative ideas about masculinity and femininity and is certain to inspire discussion and debate across a range of disciplines.