On the evening of Sept. 7, 1996, Mike Tyson, the WBC heavyweight champion, attempted to take Bruce Seldon’s WBA title at the MGM Grand in Las Vegas. At this point in his career, Tyson’s fights had become somewhat of a cultural phenomenon, where the ever present hype of the professional boxing scene would come face to face with the worlds of big business, Hollywood, and hip hop. Sitting ringside was controversial rapper Tupac Shakur. Shakur and Tyson were friends, a feeling of kinship linked them as each rose to stardom from poverty only to be thrown in prison. Following Tyson’s victory, Shakur and “Iron Mike” were to celebrate at an after party, but the rap star never arrived. Shakur was brutally gunned down later that night, and the scene in Las Vegas quickly turned from would-be celebratory revelry to ill fated and inopportune tragedy.

Arguing that advertising not only sells things, but also ideas about the world, media scholar Sut Jhally offers a blistering analysis of commercial culture’s inability to let go of reactionary gender representations. Jhally’s starting point is the breakthrough work of the late sociologist Erving Goffman, whose 1959 book The Presentation of the Self in Everyday Life prefigured the growing field of performance studies. Jhally applies Goffman’s analysis of the body in print advertising to hundreds of print ads today, uncovering an astonishing pattern of regressive and destructive gender codes. By looking beyond advertising as a medium that simply sells products, and beyond analyses of gender that tend to focus on either biology or objectification, The Codes of Gender offers important insights into the social construction of masculinity and femininity, the relationship between gender and power, and the everyday performance of cultural norms.

Two men in their 60s meet for the first time and discuss their respective sex changes, and subsequent reversals.