Codes of Gender Lecture Notes

CODES OF GENDER

  • Definition and Overview

    • The concept of gender codes as analyzed by Erving Goffman in the context of visual culture.

OBJECTIVES

  • Main Goals of the Discussion

    • Explore Erving Goffman's assertions about gender codes as presented in Codes of Gender.

    • Examine the ways in which visual culture produces and reinforces dominant notions about masculinity and femininity.

    • Identify how dominant gender constructs reveal understandings about power and dominance in society.

    • Develop visual literacy skills to effectively unpack and deconstruct images, allowing for a deeper understanding of hegemonic ideological meanings derived from visual texts. This process can lead to resistance against established norms.

WHO IS ERVING GOFFMAN? AND, WHAT DOES HE ARGUE ABOUT GENDER IN VISUAL CULTURE?

  • Resource Mentioned: Video link on Kanopy provided for further insights on Goffman's theories relating to gender.

    • Duration References: 4:20-5:30 and 10:00-29:00 for specific discussions relevant to gender in visual culture.

EXAMPLES OF VISUAL CULTURE REINFORCING GENDER CODES

  • Advertising Examples:

    • Illustrations from various brands showing how gender codes are utilized in marketing campaigns.

    • Brands and Advertisements:

    • DOLCE&GABBANA: Notable marketing tactics which may subtly communicate gender roles and expectations.

    • American Apparel: Promotion of products through gendered images, showing specific attributes or characteristics associated with femininity and masculinity. Example shown involves an advertisement featuring a model named Alyssa.

    • P&G (Mr. Clean): Campaigns aimed at persuading audiences about roles and identities through specific phrases and images.

    • Burger King: Marketing of products such as the BK SUPER SEVEN INCHER, emphasizing desire and consumption related to masculinity through imagery and accompanying language used in the advertisement.

    • Maxim Magazine: Featured content highlighting representations of masculinity and vice with associated imagery, e.g., actors depicting various male archetypes related to criminality and strength.

IMPLICATIONS OF GENDER CODES IN VISUAL CULTURE

  • Visual Code Analysis:

    • Articulation of how these gender codes in advertising reflect societal values and norms regarding gender.

    • Discussion on the ethical implications regarding the portrayal of gender in visual media and its potential impact on societal perceptions of masculinity, femininity, and the roles assigned by each.

CLOSING NOTES

  • Key Takeaway:

    • Understanding Goffman's perspective on gender codes helps in enhancing critical thinking about how visual culture impacts societal views on gender roles, power dynamics, and the implications of such portrayals in daily life and broader media contexts.

  • Visual Literacy: Emphasized as a crucial skill for deconstructing and interpreting the meanings embedded within visual texts, leading to more informed consumption of visual culture.