The Codes of Gender
Identity and performance in popular culture
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.
TMDB
6.5/10
7 votes
- Status
- Released
- Budget
- —
- Box office
- —
- Language
- English
- pop culture
- beauty
- sociology
- advertising
- gender
- gender roles
- femininity
- socialization
- power relations
- masculinity
- hierarchy
- western society
Top billed cast
Release dates
United StatesUS
- Theatrical13 Oct 2010
Frequently asked questions
- When was The Codes of Gender released?
- The Codes of Gender was released on 13 October 2010.
- Where can I watch The Codes of Gender online?
- No verified streaming availability is listed for The Codes of Gender right now. Check back soon.
- Is there a Hindi trailer for The Codes of Gender?
- No verified Hindi trailer for The Codes of Gender is available yet. Only the original-language trailer is listed.
- What is the rating of The Codes of Gender?
- The Codes of Gender holds a 6.5/10 audience score from 7 votes.
- Who directed The Codes of Gender?
- The Codes of Gender (2010) was directed by Sut Jhally.
- How long is The Codes of Gender?
- The Codes of Gender runs for 1h 13m.













