Gender Advertisements

Harper & Row, 1987 - 84 páginas
This book looks at the behavioral representation of our cultural assumptions about the nature of the sexes. It explores the properties of gender displays, with the nature of those interpersonal rituals through which we affirm in daily life our apparent beliefs regarding the character of males and females and the relationship that is approved within and across sex status. It also discusses the nature of photography and the relations of photographs to what they purport to picture. The author also details the ways in which gender, especially female gender, is presented in popular advertisements.

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Picture Frames
Gender Commercials
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Acerca del autor (1987)

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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