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Alex Morgan

•

5 min ago

★★★★★4/5

Just finished watching this. Visuals were stunning but the pacing felt a bit off in the second half. Still worth a watch!

Daniel Cooper

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2 days ago

★★★★★2/5

I don't get the hype. The plot was predictable and the characters felt flat. It seems like style over substance to me. Maybe I missed something, but I was bored throughout.

+142

Priya Sharma

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15 days ago

★★★★★5/5

An absolute masterpiece. The director managed to weave complex themes into a compelling narrative without it feeling forced. The cinematography is some of the best I've seen in years. Truly a cinematic experience that stays with you.

Overview

The Codes of Gender (2010) is rated ⭐ 6.5/10.
Arguing that advertising not only sells things, but also ideas about the world, media scholar Sut Jhally offers a blistering analysis of commercial culture's inability to let go of reactionary gender representations. Jhally's starting point is the breakthrough work of the late sociologist Erving Goffman, whose 1959 book The Presentation of the Self in Everyday Life prefigured the growing field of performance studies. Jhally applies Goffman's analysis of the body in print advertising to hundreds of print ads today, uncovering an astonishing pattern of regressive and destructive gender codes. By looking beyond advertising as a medium that simply sells products, and beyond analyses of gender that tend to focus on either biology or objectification, The Codes of Gender offers important insights into the social construction of masculinity and femininity, the relationship between gender and power, and the everyday performance of cultural norms.