Arguing that advertising not only sells things, but also ideas about the world, The Codes of Gender examines the commercial culture’s inability to let go of reactionary gender representations. Presenter Sut 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.
The Disney Company’s massive success in the 20th century is based on creating an image of innocence, magic and fun for kids. Its animated films in particular are almost universally lauded as wholesome family entertainment, enjoying massive popularity among children and endorsement from parents and teachers around the world. This film takes a close look at Disney, to analyse the world these films create for kids and the stories they tell and propagate; contextualised by the cultural pedagogy of Disney’s conglomerate mass-media control and vast corporate power. Including interviews with social commentators, media scholars, child psychologists, kindergarten teachers, multicultural educators, college students and children, Mickey Mouse Monopoly provokes audiences to confront assumptions about an institution that is virtually synonymous with childhood pleasure.
Growing Up Trans explores how queer theory, now in the mainstream, has come to children—some younger than six years old. For just a generation ago, it was considered only adults who wished to perform opposite gender stereotypes, physically changing their bodies or appearance with drugs, hormones and invasive surgery; but today, many young children are seeking serious and new medical or chemical interventions, at younger and younger ages, in a culture of rampant individualism and post-modernism. Told from the perspective of parents, doctors, but perhaps most revealing of all, the kids themselves, Growing Up Trans reveals a sharp narrative that speaks to the choices and struggles of a new generation of young people, while also illustrating the dynamics of the larger post-modern culture and how its profoundly influenced their lives, bodies, and indeed the existential self.