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.

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:

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