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#metoo and please - The Codes of Gender [2010]

The Codes of Gender applies the late sociologist Erving Goffman's groundbreaking analysis of advertising to the contemporary commercial landscape, showing how American popular culture reflects, and in turn shapes, normative ideas about masculinity and femininity.

Communication professor Sut Jhally explores Goffman's central claim that gender ideals are the result of a ritualized cultural performance, uncovering a remarkable pattern of masculine and feminine displays and poses.

Jhally looks beyond advertising as a medium that simply sells products, and beyond analyses of gender that focus on biological difference or issues of objectification and beauty, to provide a clear eyed view of the twotiered terrain of identity and power relations.


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