“Codes of Gender” Film Paper   

Professor Sut Jhally narrates the documentary, “The Codes of Gender” which analyzes sex and gender in western culture. The film focuses on print ads to show the viewer how prevalent sexuality is used in advertising to emphasize the dramatic differences in masculinity and femininity. This documentary, released in 2009, provides several valid circumstances, but I find a hint of hypocrisy in many of his statements. Jhally’s film has intent to prove women are sexualized and thus provided such evidence in a multitude of displays. It appears he overlooked several images found all over the internet of men equally being exploited for the sake of success of his platform for his documentary.

Erving Goffman, a sociologist and author who had written numerous books on sex and gender believed nothing is natural about gender identity. Goffman claimed a person’s sex is simply characteristics from birth and that our gender identity derives from society and our culture.  He states that society and story culture communicate to us how femininity and masculinity should be performed. It is believed these traits are learned and not biologically natural. In western culture, we are consistently immersed in advertisements and we perceive these images of models depicted in differing poses as normal. Goffman feels that images of masculine and feminine behaviors are reinforced through advertisements.

Reinforced? Possibly, but our genitals are characteristics from birth and it is our brain that ultimately determines our gender identity. Society and culture absolutely have an impact on what is considered to be socially acceptable behavior for both sexes, but I believe biological evolution is what creates femininity and masculinity. I am also a firm believer that one is born gay and it is not necessarily a choice. This is relevant to the codes of gender in the aspect that someone can be socialized to be strong, athletic and dislike feminine oriented toys, and yet still find themselves gravitating towards a more feminine outlook. I find that it is society often looking for an excuse for gender behavior which is exemplified by this online article, “Our culture has difficulty understanding and accepting differences, especially in regard to gender norms. As a result, it can be a frightening thing to reveal these dissimilarities that will surely set one apart from society.”[1]

However, these “normal” images demonstrated by showing numerous magazine advertisements of beautiful women posing for the cameras in breathless postures is intended for us to interpret them as passive, weak and vulnerable.  Their hands portray a feminine, soft touch of either caressing themselves or cradling an object. Every photo proves a pattern of how delicate the women are arranged in promoting the product the advertiser is selling.

Various gender specific poses are dissected by Sut Jhally giving credibility to the notion that a woman is unprepared or lost. Numerous photograph’s overlap each other on screen validating the dependency and lack of control or power in the female models. The viewer naturally interprets these canting postures of a woman with a bended knee, crossed leg or their head turned as defenseless and weak. 

In a segment referred to as “The Ritualization of Subordination”, female bodies once again demonstrate feminism. The women appear to be sexually available, submissive and are often lying down. 

In contrast, advertisements featuring men’s hands depict him to be powerful, assertive, utilitarian and commanding. Each photograph Jhally shows is of a man that conveys strength and bold masculinity. The codes of masculinity show dominance, strength and power. Men are typically portrayed in more adult like poses, prepared and independent with poise and self-assurance. Male models used for this documentary are muscular, showcasing strong abdominal muscles and lead a viewer to accept he is tough and athletic.

Women are not the only ones being exploited. Media puts a stereo-type on men as well, often portraying them as the hard-working, never-at-home father figure. In an online article chronicling media awareness, it is said, “male characters are more often associated with the public sphere of work, rather than the private sphere of the home, and issues and problems related to work are more significant than personal issues”.[2]

The stereo-type roles of men and women are presented in this documentary to the extreme. Women are often portrayed as if she is off in her own world oblivious to her surroundings. However, men often look strong, alert and in control. In photographs of men and women posing together, the woman is typically shown leaning into the man to indicate neediness and dependency. The man usually serves as the anchor to guide and protect her as she appears to be drifting away and lost.

The documentary also refers to “infantilization” which claims that women never leave girl-hood behind. This is evidenced by various snapshots of women posing in child-like poses with their fingers in their mouth or using a childish prop, like a lollipop. Men always appear to be alert, in control and mature.

However, men are often depicted in a similar form of infantilization as well. Many men are portrayed in the media as a “frat boy” with a backwards cap and a college sweatshirt when it is obvious the man is in his mid-thirties.  The Man Show, on Comedy Central idolizes binge drinking, promiscuous behavior and promotes fighting. These examples demonstrate that men too are often conveyed to show a lack of desire to grow up and behave with a maturity that is adolescent at best.

With respect to the departed Goffman, who passed away in 1982, I find his views outdated. Thirty years ago this may have been more relevant, but in 2012, men are objectified just as much as women. Professional soccer player, David Beckham models underwear while posing with his hips thrust out and smoldering look on his face. In an online article, originally posted in fall 2009, it acknowledges the trend of men becoming more sexualized. “Outcries of sexism towards females by the advertising agencies, media and fashion photographers are becoming outdated and irrelevant when we see the same thing happening to men.”[3]

Recently, newer advertisements are featuring female athletes who are strong but are often depicted in photos as sexual and obedient. Nascar race driver, Danica Patrick, a petite woman who holds her own in competitive racing in a male dominated sport, submits herself in photograph’s as demure and fragile. The documentary questions whether or not female athletes want to prove they are not lesbian, and can still be viewed as feminine and sexual. Regardless, women are being shown as more active and in control, tough girls. Movies such as, Underworld, Kill Bill, Electra, and Lara Croft offer confirmation that many women are no longer interested in being characterized as the weaker sex.

            More women than ever are tackling on countless “manly” positions in the workplace, the military and politics. Perhaps even a decade ago, Jhally had more merit to his hypothesis that women are objectified and men are celebrated. However, as of 2012, both men and women are objectified; but I will agree with Goffman that culture and society are still defining how we view codes of gender. Jhally provided a convincing documentary of sexism but was bias towards showcasing women as the “victim” of exploitation. It is our western culture that chooses to use sexual objectification to promote and sell for the sake of advertising and both sexes are privy to the demoralization of genders.

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[1] "Understanding the Gender Binary."www.genderbinary.wikidot.com. N.p., n.d. Web. 6 Feb 2012. <http://genderbinary.wikidot.com/gender-not-simple>.

[2] "How The Media Define Masculinity." www.media-awarness.ca. N.p., 2010. Web. 6 Feb. 2012.

[3] "50 Instances of Objectifying Men and Exploiting The Male Body." www.trendhunter.com. N.p., 08/02/2009. Web. 6 Feb 2012.