Gender Codes and Normative Power

Gender Codes 

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    The film "The Codes of Gender" written and directed by MEF Executive Director Sut Jhally, applies the late sociologist Erving Goffman's seminal theory of advertising to today's commercial world, demonstrating how one of the most influential forms of American popular culture transmits normative beliefs about masculinity and gender. Goffman's key premise that gender norms are the outcome of ritualized cultural performance is explored in stunning visual detail in The Codes of Gender, which reveals a fascinating pattern of masculine and feminine displays and stances. To present a clear-eyed vision of the two-tiered terrain of identity and power relations, it looks beyond advertising as a medium that just sells items, and beyond gender studies that focus on biological differences or issues of objectification and beauty. The film explains that 

Created by Sana Mumtaz

throughout history, both men and women have been subjected to conventional gender roles. Gender roles are cultural practices that are considered for men and women in society. These roles are created by gender rules and can be found in every section of society. Also, Gender roles in men are created by masculine norms, but these codes are created by women and women's duties. Men are seen compensating for women's lack of features by being powerful, self-assured, and competitive. For example, males appear strong because of their face and eye contact, but women next to them appear delicate, causing the idea that men defend women or that women require men's protection to be raised in people's minds.

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Visual Codes within Class

    Overall society has taught us what gender should look like, but also what color, ethnicity, social class, and other social classifications should look like. When it comes to movies/shows portraying a race or ethnicity and making sure that the audience is aware of it, they will show the character stereotypical qualities of that race or ethnicity. According to an article called What Factors Really Influence Identity by Y Studios, our personal identity refers to how we see ourselves, whereas our social identity refers to how others see us. Within our town, school, career, or any community environment, people recognize us by our qualities. Each person will be identified by these qualities, and then placed in a collective group with others who have those characteristics. Our marital, financial, occupational, religious, or behavioral status may define some aspects of our social identities. 

    Similarly, an article called People in Higher Social Class Has An Exaggerated Belief That They Are More Capable Than Others by the American Psychological Association states that people who see themselves as belonging to a higher social class may have an exaggerated belief that they are more capable than their equally capable lower-class counterparts and that overconfidence can often be misinterpreted by others as greater competence in critical situations like job interviews. According to Peter BelAmi, of the University of Virginia and lead author of the study, explains that “Advantages beget advantages. Those who are born in upper-class echelons are likely to remain in the upper class, and high-earning entrepreneurs disproportionately originate from highly educated, well-to-do families. This is In comparison to the middle class, they are socialized to differentiate themselves from others. They are able to express what they think, and also their ideas and opinions even if they lack accurate knowledge. 

Foucault's Concepts 

    According to Foucault, normative power is everywhere, comes from everywhere, and affects everyone. From society, we learn that a woman is weak, powerless, and delicate. A man is portrayed as powerful, self-assured, and competitive. Foucault believes that culture shapes who you are and what you consider to be normal, proper, and good. Another thing we can take a look at is Foucault's concept of power as a source of social conformity and discipline. Foucault explains that relates to our "capabilities to recognize, and question socialized norms and constraints". This relates to visual codes because we are raised in certain circumstances that come to identify our visual codes. This includes gender, race, class, etc. As we grow older and gain more knowledge we gain the ability to question these codes that have been "assigned" to us. This reminds me of how Foucault explains that power does not repress, rather it produces, and one of the things it produces is a sense of reality. 

Thank you for reading my blog post on Gender Codes and Normative Power! I hope you enjoyed my insight on its connection to Foucalt. 

- Sana