The Codes of Gender Study Guide
Featuring Sut Jhally
Written by Scott Morris and Katherine Warren
"The 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 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 objectification and beauty, to provide a cleareyed
view of the two-tiered terrain of identity and power relations."