Gender Advertisements

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Harper & Row, 1979 - 84 páginas
Probes the ways in which advertising portrays male-female roles and relationships, probing discrepancies between natural social behavior and images perpetuated in advertisements and commercials

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1
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10
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24

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Acerca del autor (1979)

Erving Goffman, an American sociologist, received his Ph.D. from the University of Chicago. He is known for his distinctive method of research and writing. He was concerned with defining and uncovering the rules that govern social behavior down to the minutest details. He contributed to interactionist theory by developing what he called the "dramaturgical approach," according to which behavior is seen as a series of mini-dramas. Goffman studied social interaction by observing it himself---no questionnaires, no research assistants, no experiments. The title of his first book, The Presentation of Self in Everyday Life (1959), became one of the themes of all of his subsequent research. He also observed and wrote about the social environment in which people live, as in his Total Institutions. He taught his version of sociology at the University of Pennsylvania; he died in 1983, the year in which he served as president of the American Sociological Association.

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