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Posted: October 10th, 2022

The Feminine Touch

Read excerpt from the following chapter from Carah:

This chapter adds more detail to our examination of how meaning is made. It specifically helps us understand the theory of semiotics and the method of analysis.
It returns to the definition of hegemony, power, ideology and discourse examined in the introductory chapter
After you have read the chapter watch the following film.

Watch Codes of Gender: Identity performance in pop culture.

https://www.kanopy.com/en/washington/video/160146

We are examining how meaning is made. Meanings are constructed through our coding practices. This film uses the research of Erving Goffman to examine how codes have been used in advertising. For this film complete the following: We are investigating the process of meaning creation. The conventions that we use to code things give meaning to what we do. The research done by Erving Goffman is used in this movie to investigate the ways in which codes have been utilized in advertising. To complete this assignment for the movie, do the following:

On a document, type out each of the phrases listed below. Underneath each heading explain in two or three sentences what is meant by the term.

The Feminine Touch
The Ritualization of Subordination
Licensed Withdrawal
Infantilization
Codes of Masculinity
For your assignment to be counted as complete, you must explain the concepts using your own words. Do not simply cut and paste quotations from the film. Make sure that it is clear how you understand the concepts.

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