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The codes of gender : identity + performance in pop culture

200973 minutesEnglishcolorJump to full details

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Alternate title:Identity and performance in pop culture
Summary: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.
Creator:Jhally, Sut
Media Education Foundation
Provider:Media Education Foundation
Place of origin – Continent:North America
Place of origin – Country:United States
Place of origin – Region:Massachusetts
Place of origin – Settlement:Northampton
Topical subjects:Sex role in mass media
Gender identity in mass media
Sex role in advertising
Gender identity in advertising
Human body in popular culture
Femininity in popular culture
Masculinity in popular culture
Genre:Documentary films
Credits:Written & directed by Sut Jhally.
Repository:Nonprint Media Services
Browse terms:Broadcasting, Communications
Women's Studies
Films@UM Browse terms:Broadcasting, Mass Media
Advertising, Marketing
Women's Studies
Gender Studies
Access restricted to patrons at the University of Maryland.