@article{336794,
      note = {"This program contains violence, nudity, and sexual  themes"--Container.},
      author = {Jhally, Sut.},
      url = {http://library.usi.edu/record/336794},
      title = {The codes of gender identity + performance in pop culture  / [videorecording] :},
      publisher = {Media Education Foundation,},
      abstract = {"Communication scholar Sut Jhally applies the late  sociologist Erving Goffman's groundbreaking analysis of  advertising to the contemporary commercial landscape in  this provocative new film about gender as a ritualized  commercial performance.  Uncovering a remarkable pattern of  gender-specific poses, Jhally explores Goffman's central  claim that the way the body is displayed in advertising  communicates normative ideas about masculinity and  femininity.  The film looks beyond advertising as a medium  that simply sells products, and beyond analyses of gender  that focus on biological difference or issues of surface  objectification and beauty, taking us into the two-tiered  terrain of identity and power relations"--Container.},
      recid = {336794},
      pages = {1 videodisc (73 min.) :},
      address = {Northampton, MA :},
      year = {2009},
}