The Relevance of Erving Goffman’s Gender Analysis in Advertising

Abstract

This article analyses the contemporary relevance of Erving Goffman’s gender analysis in advertising, as developed in Gender Advertisements. Through a critical review of recent empirical studies, the paper examines the persistence, transformation and adaptation of Goffman’s analytical categories in traditional advertising and digital media, including social networks. The study also discusses the limitations of Goffman’s framework in the current media landscape and explores emerging forms of gender representation, resistance and empowerment in contemporary advertising.