The Codes of Gender - Teaser

Written and directed by MEF Executive Director Sut Jhally, The Codes of Gender applies the late sociologist Erving Goffman’s groundbreaking analysis of advertising to the contemporary commercial landscape, showing how one of American popular culture’s most influential forms communicates normative ideas about masculinity and femininity. In striking visual detail, The Codes of Gender explores Goffman’s central claim that gender ideals are the result of ritualized culture.