Codes of Gender Lecture Notes

A series of flashcards based on the Codes of Gender lecture notes, focusing on key concepts, objectives, and representations regarding gender in visual culture.

What is the main focus of Erving Goffman's work as discussed in Codes of Gender?

To explore how visual culture produces and reinforces dominant notions about masculinity and femininity.

What are the objectives of studying the Codes of Gender?

1. To explore Goffman’s assertions about gender codes. 2. To examine how visual culture reinforces dominant gender notions. 3. To identify how these constructs reveal understandings of power and dominance. 4. To develop visual literacy skills to analyze images and extract ideological meanings.

Who is Erving Goffman?

A sociologist known for his work on social interaction, specifically regarding the presentation of self and gender roles in visual culture.

What element is highlighted in advertisements like Mr. Clean's promotional material?

The societal expectation emphasizing the role of cleanliness in domestic responsibilities, often reinforcing gender roles.

What does the slogan 'Look good in all you do' suggest about gender representation?

It emphasizes the societal pressure on individuals, particularly women, to maintain an appearance that aligns with gender norms.

What concept is illustrated by the advertising techniques of brands like Dove and Nivea?

The use of beauty standards and purity associated with products to convey messages about femininity and ideal self-presentation.

What does the representation of characters in media, like those in MAXIM, suggest about masculinity?

It often portrays aggressive, dominant male archetypes, reinforcing traditional notions of masculinity.

How does visual culture contribute to power dynamics in gender roles?

Visual culture often perpetuates and reinforces existing power dynamics by shaping public perceptions of gender expectations.