Alex Schlegel
TV Criticism
036:065:001
Blog 2
March 30, 2014
Epitome
of Patriarchy
The
critically acclaimed and award winning television show Mad Men became quite a hit after its first season in 2007. It is a
show that is extremely aesthetically pleasing, from the sets and costumes to
the lighting and props. More so, the show really depicts the upscale world of
an ad agency on Madison Avenue during the 1960s and gives the viewers insight
into a “mans” world, so to speak. It is not uncommon to notice hierarchy and
male dominance throughout the course of an episode and compared to our nation’s
hegemony today the difference becomes immaculate. The way Mad Men portrays the women in the office makes them seem as though
they are lesser in all attributes, and mainly are seen only has objects of
desire, which many of the male characters, especially the notorious Donald
Draper, take advantage of. At the very least this show brutally depicts the
concept of patriarchy, in and out of the office, and does this through the use
of the mise-en-scene or the sets, costumes, and the actors, which all mainly be
focusing on.
One
of the most visually striking aspects of Mad
Men is the set design and use of props and eventually the sets progress
towards a seventies décor. However, this is not the only intention to be aesthetically
pleasing but instead
Mad Men’s mise-en-scene is really quite
astounding and is why they have one many awards thus far. A crucial part to the
mise-en-scene are the costumes and accessories the characters wear during each
scene which eventually allocate broader tones of patriarchy, mainly with the
female characters. For example when Peggy Olson is having her orientation with
Joan, overseer of all secretaries, on her first day of work Joan mentions a
plethora of times that she should change her “look” or fashion taste to expose
her legs. Joan does this to “better” Peggy, in the sense of making her look
more desirable for the men in the office, which ultimately feeds the patriarchal
ideology at Sterling and Cooper. Another example that once again embodies
patriarchy is the use of a, “foundation garment, also known as shape wear...and
is an undergarment designed to temporarily alter the wearer’s body shape to
achieve a more fashionable figure” (Rushing, Kaganovsky & Goodlad, 45).
This undergarment serves only to develop desirable female aesthetics to please
men and having the director present Joan, Betty (Don’s wife), and Peggy wearing
these while standing in front of the mirror indicates that they are only seen
in the eyes of the male sex as objects molded for their pleasure or desire.
Thus allocating patriarchal standards in Mad
Men.
One
of the most influential parts of the mise-en-scene, which many forget is an
integral part, are the actors because a few reasons, one they portray
ideologies during a specific period of the show and second their interactions
between other characters allocates some of the overarching themes the directors
and writers are trying achieve, and in this case is patriarchy. A prime example
of this is the main actor/character Donald Draper (Jon Hamm) and his lifestyle.
Unlike women such as Peggy who are constantly bombarded by sexism and male
dominance, Don on the other hand is living the high life. For example, “Don wanders from
career triumph to career triumph and from bed to bed, his preternatural
understanding of what motivates consumers grotesquely disproportionate to any
understanding of his own motives; and back home, his gorgeous blond wife,
Betty, a former model from the Main Line” (Mendelsohn, 1). Don is work focused
and seems that he is able to take advantage of any women that crosses his path,
whether it be in a business or sexual manner. Don is the epitome patriarchy, by
establishing his male dominance and demeaning women at the ad agency throughout
the series provides useful insight of the patriarchy during the 1960s,
Manhattan.
Through the mise-en-scene or more specifically the set design,
actors, and costumes the show Mad Men and
the director was able to portray patriarchy at its finest. Utilizing the set as
a means to allocate patriarchy gave the director a subtle way to indicate
hierarchy and male dominance, which was quite accurate for that particular time
period. Having the male actors/characters such as Don Draper portraying patriarchy
by showing their power of both over women and men and both inside the office
and out in the domestic life. Using certain costumes such as shape wear
(undergarments) or low cut dresses provide clues that patriarchy is at hand
throughout the show. This also explains the women’s position during this time period;
particularly in this show they are seen more has objects of desire than
coworkers or wives. If this blog isn’t compelling enough to provide you with necessary
information about patriarchy in Mad Men
then take from the Mad Men, after they coin the phrase themselves.
Works Cited
Edgerton, Gary R. Edgerton. Mad Men. London: I.B. Tauris & Co
Ltd, 2011. Print.
Mendelsohn, Daniel. "The
Mad Men Account." The New York
Review 24 Feb. 2011: 1-6. Print.
Rushing, Robert, Lilya
Kaganovsky, and Lauren Goodlad. Mad Men,
Mad World: Sex, Politics, Style, and the 1960s. Durham: Duke University
Press, 2013. Print.
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