TY  - ADVS
AU  - Jhally,Sut
TI  - The codes of gender: identity + performance in pop culture 
SN  - 1932869395
U1  - 659.1045 
PY  - 2009///
CY  - Northampton, MA
PB  - Media Education Foundation
KW  - Identidad de genero en los medios de comunicación de masas
KW  - Roles sexuales en los medios de comunicación de masas
KW  - Roles sexuales en publicidad
N1  - ´This program contains violence, nudity, and sexual themes´--Container; DVD includes both full length (74 min.) and abridged (46 min.) versions; Sex & gender -- The feminine touch -- The ritualization of subordination -- Licensed withdrawal -- Infantalization -- Codes of masculinity -- Trapped in the code -- History, power & gender display; Editors, Sut Jhally, Andrew Killoy, Aaron Vega ; camera, David Rabinovitz; original music, Kevin MacLeod; Featuring Sut Jhally
N2  - ´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
ER  -