S. Alfonzo sent us a link to the abridged version of The Codes of Gender, in which Sut Jhally, known for a number of documentaries on pop culture, analyzes current messages about masculinity and femininity in advertising, applying the ideas of Erving Goffman regarding gender and cultural performance. Definitely worth the time to watch:
The Media Education Foundation has provided a full transcript and tips for using the film in the classroom.
Comments 6
Anonymouse — June 18, 2012
Very interesting!
Lunad — June 19, 2012
Very nice, but I can't help but think we should challenge the idea that all of the things ascribed to masculinity are inherently better, like being emotionless, or physically strong.
Quickies: 06/20/2012 - Queereka — June 20, 2012
[...] Here’s a cool video from Sut Jhally about what advertising has to say about the performance of gender. [...]
performance advertising — June 26, 2012
An excellent post performance marketing offers benefits to the advertisers, as well as the publisher. In performance based marketing, both publishers and advertisers want results and MediaTrust delivers.
Alanna — June 30, 2012
I had the pleasure of taking three of his courses at UMass Amherst!
Colin Sharpe — February 12, 2013
wow. really? how you present yourself is why you get assaulted? that's AWESOME. glad they said that at the beginning of the media preview.
BTW, that link you have is dead. here:
http://www.mediaed.org/cgi-bin/commerce.cgi?preadd=action&key=238&template=PDGCommTemplates/HTN/Item_Preview.html
*-just in case you completely missed it, that was sarcasm