
Find the link to THE CODES OF GENDER on Moodle.
- 1. Following Goffman's work, Sut Jhally talks about a number of codes that govern the way women are represented in advertising. These involve the way specific body parts, postures, positions, attitudes of women are portrayed. Speak of the ones that struck you the most and that you feel are most effective in constructing an idea of femininity in advertising.
- 2. Think of why Jhally focuses on advertising rather than more conventional media texts (such as television programs, film, music videos, etc). What is the relationship between advertising and media products? Why do you feel Jhally (and Goffman before him) decide to look at what they call the world of 'commercial realism'?
Also, to complement our discussion, the screening of Codes of Gender and the other readings here are a series of readings on Textuality & Semiotics. These are three different takes on 'semiotics' and semiotic analysis and their use for cultural studies and the analysis of media representations. These are not required readings if you have encountered 'media semiotics' before. I would however suggest, to those of you who are encountering 'semiotics' for the first time or need a refresher, to treat these readings as required readings: your work in class, your ability to grapple with the other required readings and your final project would certainly benefit from a familiarity with the concepts presented here.
Mieke Bal, Semiotics for Beginners
Scott McCloud, from Understading Comics: Chapter 2, Semiotics
Jonathan Bignell, Media Semiotics: Introduction + The Cinema
Finally, in preparation for work in the next section, pay attention to the final section of The Codes of Gender, where Jhally references John Berger's "Ways of Seeing". We will talk about this as we tackle spectatorship and the problematics of 'the gaze' and watch one of the episodes of the television series Berger produced in the 1970s.