ZUR 589o:
Cultural History of Advertising
Erving Goffman,“Gender Commercials”
Part 2:
The Ritualization of Subordination
the ritualization of
subordination
A. lowering oneself physically (prostrate on
bed or floor)
the ritualization of
subordination
B. men positioned in the foreground or above women
exceptions prove the rule . . .
the ritualization of
subordination
C. bashful knee bend
1. head cant
the ritualization of
subordination
D. canting positions
2. body cant
the ritualization of
subordination
D. canting positions
the ritualization of
subordination
E. big smiles
• unseriouness, clownish poses, childlike guises
the ritualization of
subordination
F. “puckish styling”
Kickin’ in the front seat
Sittin’ in the back seat
Gotta make my mind up
Which seat can I take?
It’s Friday, Friday
Gotta get down on Friday
Everybody’s lookin’ forward to the weekend,
weekend
Friday, Friday
Gettin’ down on Friday
Everybody’s lookin’ forward to the weekend
Rebecca Black, “It’s Friday”
the ritualization of
subordination
G. mock assault games
the ritualization of
subordination
H. physical pairings:
arm lock, shoulder hold, hand-holding
(relative size)
big smile
head cant
arm lock/shoulder hold