Mad Men: The Seductive Show That Puts Hegemonic Ideas at the Forefront
The television show Mad Men aired in 2007 and is currently on its 6thseason. The show is a drama based in the 1960s and is about the advertising industry in New York. The industry at that time was a male-dominated world and the show perfectly pictures what the hegemonic idea of masculinity is in society. On top of that, we see how femininity is portrayed and the way in which the workplace and home life is a patriarchal set up. While it is about the 1960s, it is produced in our current culture so it creates a great platform in which to analyze and discuss hegemonic ideas.
The main character of the show is Don Draper who is creative director and junior partner of Sterling Cooper Advertising Agency. Throughout the show he is portrayed as being the ideal man and we see the hegemonic representation of masculinity through his character. He is tall, lean, very handsome, white, and heterosexual. Men want to be him and women want to be with him. And because of his sexual prowess he generally doesnât have an issue winning the heart of the woman he wants. However, the most important trait that reinforces hegemony is the idea of power and dominance. Even in his home life he is the man of the house and what he says is most important. For example, in season 1 episode 2 titled âLadies Room,â Donâs wife wants to see a psychiatrist in order to help with her hand problem. But Don points out all of the things that he has given to her and shows that there is no reason for her to be unhappy. She replies by saying, âWhatever you think is best.â It didnât matter that this was something she had wanted or needed.
Later throughout the series Don confesses that he comes from a poor, rural family. Yet throughout the whole series he is a well put together and tough man. He is putting on a front or, as we learned, the âtough guiseâ for those around him so that he shows he is a man. The article, âVideogames and Machine Dreams of Dominationâ written by Sanbonmatsu, discusses the way in which video games teach men to be dominate, aggressive and controlling. While Mad Men obviously does not in any way relate to video games, the overall message of the article in relevant to the show. At one point the author states that these ideas, ââŠgo back at least far as ancient Greek culture and myth, which celebrated the âcunningâ of human reason in its capacity to master and dominate the world.â Throughout the show we see that the goal of Don Draper, along with many other men, is to dominate their world, which is the world of advertisements. Without that domination they would not feel as if they have truly achieved being a man because the goal of a man is to gain respect from peers. According to the show, the only way to do this is through dominance and control.
As expected, with the patriarchal set up, hegemonic gender roles are reinforced throughout the show. Along with that, women are seen as the inferior gender with the emphasis being on their bodies. The wives seen on the show, like Donâs wife Betty, are housewives. They stay at home to care for the children and the house. While this is not a problem directly, the issue arises because the women feel they have little choice. Though there are exceptions in the show, it is difficult for a woman to hold a position in the workforce, especially a prominent one. If they are in the workforce, they are secretaries. Their job is to look good and serve the men of the office. The interesting part is that the women often seem compliant and accept their fates. However, this makes sense and is supported by Lull in her article, âHegemony.â According to Lull, âSocial consent can be a more effective means of control than coercion or force.â The reason why hegemonic ideas are so powerful is because people do not often question them and this in turn makes them stronger. The women also endure sexual harassment daily while being gawked at and this reinforces the idea that a womenâs only value is her body. This idea is further seen throughout the show while the advertising agency tries to sell their products to women. But not just any products, they are all products like lipstick that focus on making the women look better and more appealing to men. In the article, âYou Need a Makeover!â by Gallagher and Pecot-Herbert, the authors discuss the way in society believes a womanâs body is absolutely vital to her well-being. They bring in a quote from another author Peiss, which explains the advertising industry well by saying, âDecades of advertising and advice have touted the centrality of external beauty in womenâs successful negotiation of life and the role of cosmetics in enhancing self-esteemâ (pg. 324). It is easy for the agency to sell cosmetic products to women because women feel as if their appearance is the most important factor. In fact, in Season 1 Episode 1, âSmoke Gets in Your Eyesâ, Joan says to Peggy, âGo home, take a paper bag, cut some eyeholes out of it. Put it over your head, get undressed and look at yourself in the mirror.â Joan says this to Peggy because she knows that being a women means her looks are vital and without them a woman will go nowhere in life or in the workplace.
Overall, there are many ways in which the television series Mad Men reinforces hegemony. While some can argue that it is this way due to it being set in the 1960s, there are still many women (and men) discussing and analyzing the way in which the show is written. And it is no surprise that it is primarily written by men. It would be interesting to see how the show would change if a larger proportion of the writers were women!
Check out Kevinâs post to see how Mad Men disrupts hegemony!
http://kevinbernardicius.tumblr.com/












