University:
Borough of Manhattan Community College
Course:
SOC 100 | Introduction To Sociology
Academic year:

2024
Views:

429

Pages:

1
Author:

Claudia T.

1. What does "codes of gender" mean? “Codes of gender” refer to the gender roles and norms established in society which involve the role advertisements as they reinforce the “codes” of femininity and masculinity. These ‘codes’ were discussed through topics like infantilization, feminine touch, masculine touch, ritualization of subordination, and codes of masculinity. More specifically, these codes can be of how women are supposed to be submissive and delicate in comparison to men, which is shown through the unsteady poses and unfocused gaze that women have in advertisements. To reiterate, codes of gender are developed through behaviors, cultural practices, and ideals which then create what femininity and masculinity should be 2. 2. Jhally asserts that it’s “only when you make something strange” that you have any chance of changing it. Do the gender codes in advertising need to be changed? If so, what are some of the ways we can make them “strange”? The gender codes in advertising need to be changed because they reinforce very dangerous ideas and norms about both genders that possibly cause the toxic masculinity and gender inequality that is so deeply embedded in society. Then gender codes in advertising convey the message that women are submissive, delicate, and powerless through distorted posture, the ‘feminine touch’ and an unfocused gaze. However, men in advertising convey the message that men are ready for anything that may arise in the surroundings and that they are dominant and powerful. This can be done through the steady posture, direct gaze, and dominance when modeling with women. In order to change these codes, I believe that more advertising that is directed towards a heterosexual audience needs to portray heterosexual men participating in so called ‘feminine’ poses. These ‘feminine’ poses are not biological, rather, they are learned through the attitudes that have been assigned. Thus, if masculine poses are also portrayed in women in advertisements there can be a blend between both genders which can potentially help with gender equality. 3. Write a discussion question from the West and Zimmerman "Doing Gender" article to bring to Friday section. “What is the role of gender roles in heterosexual relationships, and to what extent can it be dangerous?”