From the Media Education Foundation (MEF):
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 cultural 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. With its sustained focus on the fundamental importance of gender, power, and how our perceptions of what it means to be a man or a woman get reproduced and reinforced on the level of culture in our everyday lives, The Codes of Gender is certain to inspire discussion and debate across a range of disciplines.
I haven’t yet watched The Codes of Gender, but I imagine it might provide some insight for our continued frustration with movie posters.
We previously highlighted Generation M, another documentary by the MEF, which focuses on the misogyny prevalent in contemporary culture.
As the MEF is a foundation focused on education, you can watch a low-resolution preview of any of their films online (for personal viewing only).
If you’ve seen The Codes of Gender, let us know what you think!