Traving Goffman Gender Analysis

Erving Goffman has a set of gender codes to describe how femininity and masculinity is displayed in western media. A main factor that contributes to the gender codes is the positioning of women, straight men, and homosexual men. According to, Goffman, gender is indeed, communicated with body language, because it is seen in the media, in homosexual men, and in women.

First, an expectation would be the continuance of women inequality. For example, ads in the 1960s differed, then from the ones of today, but give similar messages. The repetition of this form of gender display has become a social norm within communities. Also, the result of the repetition would lead to gender stereotypes. Moreover, one must know what the meaning of gender is. Gender

Men are supposed to be in power, lack weakness, and be active in their surrounding environment. For example, the advertisement “Dolce & Gabbana by Steven Klein feat. Adam Senn from The City” selling suits, supports this because it displays men nude without women. In the ad, the men are dapperly dressed, hair wet and slick with pomade. They are all separated throughout the set, but in the center of the models is a chair with another male model. The model has both hands resting on his knees, his eyes filled with the expression of a lion waiting on his prey. Near the man’s feet is another male, half naked, head tilted down averting his gaze, and holding both of his hands if he were

Goffman suggest that ads reflect who a person is. Each person is different from the people in media, but it can represent it to some extent as Goffman suggest. This could make a difference in society by creating preconceptions of the self in gender display. If one were to consider Goffman’s conclusion seriously, a person would reflect upon their sense of self, and realize the medias ideas on gender. But on the other hand, body language might not represent gender display, but just a way society placing meaning on it.

In conclusion, this essay should have been of support to Erving Goffman’s theory of gender codes dealing with femininity and masculinity in media advertisements. Although, more woman in the media are portrayed through the codes of infantilization and licensed withdrawal, the men are also shown with the code of masculinity. The way in which these models and their environments are positioned supports the communication through body language Goffman