Gender Code


Follow the prompt read the blurb then watch the movie,,,then answer the two questions… put answer underneath each questions.

The film 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.
UMass Communication professor Sut Jhally explores Goffman’s central claim that gender ideals (traits in our culture that we consider valuable for men and women possess) 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 objectificiation and beauty, to provide a clear-eyed view of the two-tiered terrain of identity and power relations.

Write your response to each question underneath the question in bold. Your responses should NOT be in bold. You must answer each question in detail. Be specific.
Link to movie

1. First describe the characteristics of female sexuality as decoded by Goffman? Present all of the themes of female sexuality identified in the film and for each theme describe at least one example in detail. Then describe the characteristics of valued masculinity as decoded in the film. Present all of the themes identified in the film and for each theme describe at least one example in detail.

2. What messages do the above images of femininity and masculinity send about women and men’s places in the world? What are the consequences for women and why are these images considered problematic? What messages do these images send about women and men’s power in the world? Be very specific in your response to these questions.

Sample Solution

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