Aaron Vega

Arguing that advertising not only sells things, but also ideas about the world, media scholar Sut Jhally offers a blistering analysis of commercial culture's inability to let go of reactionary gender representations. 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.

Built around the landmark 1954 legal case Hernandez v. Texas, the film interweaves the stories of its central characters with a broader story of the civil rights movement. It also brings to life the heroic post-World War II struggle of Mexican Americans fighting to dismantle the discrimination targeted against them.

This fun and exhilarating look at the new faces of the carnival sideshow reveals today's most unusual performers who have taken their acts from the circus grounds to nightclubs, rock concerts, college campuses and even Broadway. Get a backstage pass to witness their outrageous acts before live audiences, who are still shocked, surprised and entertained!