The Codes of Gender (2010)

Name: The Codes of Gender
Genre: Documentary
Released: 2010-10-13
Duration: 73 min
Rating: 6.9
Cast: Sut Jhally

2010 • 1h 13m • Documentary

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Documentary

Oct 13, 2010•USA•1h 13m

LanguageEnglish

W2TCH Rating67%Mixed

Synopsis

Media scholar Sut Jhally argues that advertising shapes not just consumer habits, but also our understanding of the world. He critiques how commercial culture persistently relies on outdated portrayals of men and women. Building on the work of Erving Goffman, who explored how we present ourselves daily, Jhally examines hundreds of modern advertisements. He reveals a consistent pattern of harmful and backward gender stereotypes. Going beyond simple product promotion or biological/objectification-focused gender analyses, *The Codes of Gender* provides valuable insights into how masculinity and femininity are socially created, the connection between gender and power, and how cultural norms are performed every day.

The Codes of Gender (2010)

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