Screening of "The Codes of Gender" 8-9-11 at Revolution Books

See the film The Codes of Gender and stay for a discussion. (7-9 pm)

Written and directed by  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 cultural performance, uncovering a remarkable pattern of masculine and feminine displays and poses. It 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 two-tiered terrain of identity and power relations.

With its sustained focus on 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.

(Revolution Books would like to thank the Media Education Foundation for making the film available for this showing)

Praise for the Film

"Completely engrossing... For a generally jaded viewer such as I, perhaps the best measure of the effectiveness of this work is the fact that it made me see things I hadn't seen before and made me think in new ways about the ubiquitous images and messages that inundate and inform everyday life."
- Gary Handman | Educational Media Reviews Online

"...A fine, powerful, and important film."
- Jack David Eller | Anthropology Review Database

"The Codes of Gender will be of interest to all who question the visual images of what is deemed natural and normal. The film is well-made and presented, and it serves as a fitting tribute to Goffman (who died in Philadelphia in 1982). His work was underestimated when he was alive, but his contributions to 'the codes of gender' are as equally valid today as they were thirty years ago."
- Anna Hamling | Feminist Review