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127249660.Pdf ACKNOWLEDGMENTS Several people provided me with the guidance and support necessary to complete this study. First and foremost, my sincerest thanks are due to my advisor, Dr. Ahmet Atay, for guiding me through the Independent Study process, even from seven time zones away. His ability to assist me in my development as a scholar is to be commended, as he spent half of the semester overseas. Through Skype, Facebook, and e-mail he kept in constant communication with me during this study. Second, many thanks go to Dr. Denise Bostdorff, who was my partial advisor while Dr. Atay was abroad. While she had several senior Independent Studies to edit as well as her own Junior Independent Study advisees, she understood my situation and met with me in person to check on my progress. Third, I thank my parents, Brent Weingardt and Danielle Srour for understanding my lack of communication with them in light of the workload this study required. Their help throughout my entire academic career provided me with the abilities to complete a study such as this. Fourth, I thank my girlfriend, Margaret Donnelly for putting up with me throughout this entire process. Without her words of encouragement and scholarly expertise I would have been exponentially more stressed. Lastly, I would like to thank my brothers in Xi Chi Psi for understanding the importance and seriousness I placed on this study. Through their support and understanding, I always had someone to talk to when the pressures added up. TABLE OF CONTENTS CHAPTER I: INTRODUCTION .....................................................................................................1 Purpose Statement .......................................................................................................................1 Rationales ....................................................................................................................................2 Background .................................................................................................................................3 Definitions...................................................................................................................................4 Methods.......................................................................................................................................5 Conclusion ..................................................................................................................................6 CHAPTER II: LITERATURE REVIEW ........................................................................................7 Masculinity as a Social Construction ..........................................................................................7 Masculinity as Performance ......................................................................................................15 Narrative Criticism ....................................................................................................................17 3 Conclusion ................................................................................................................................20 CHAPTER III: ANALYSIS ..........................................................................................................21 The Characters and Setting of Mad Men ..................................................................................21 The Appearance of Manliness ..................................................................................................24 Success and Status ....................................................................................................................30 Toughness, Confidence, and Self-Reliance ..............................................................................33 Masculinity and Aggression .....................................................................................................36 Conclusion ................................................................................................................................38 CHAPTER IV: CONCLUSIONS AND RECOMMENDATIONS ...............................................39 Major Conclusions .....................................................................................................................39 i Implications ................................................................................................................................42 Limitations .................................................................................................................................44 Recommendations for Future Research .....................................................................................44 Final Thoughts ...........................................................................................................................45 WORKS CITED ............................................................................................................................46 APPENDIX ....................................................................................................................................51 ii 1 CHAPTER I INTRODUCTION Everyone has a different idea on what it means to be a man. Some think they need to be muscular and athletic, while others think a real man is an intellectual one. While the notion of this “ideal man” varies, one important variable is time. One medium through which the concept of masculinity has been through popular culture—most notably television. Recently, the American Movie Classics (AMC) television show Mad Men introduced us to an in depth look at 1960s society, painting a picture of New York City through masculine eyes. The popularity of the show has skyrocketed each of its four seasons, with the most recent season premiere amassing 2.92 million viewers (Schwartz). Through its popularity, Mad Men has brought a renaissance of sorts towards for sixties culture in media (Elber). In this society men play a dominant role. The producers of Mad Men create these different types of men, all the while providing different notions of masculinity. This masculinity is worth a gendered analysis since Mad Men portrays this culture as “cool.” This introductory chapter first will describe the purpose of this study, then its rationales, followed by definitions germane to this study, as well as the research method used. Purpose Statement The purpose of this study is to examine how the characters in the television drama, Mad Men, perform different types of masculinity. To carry out this study, I employ narrative criticism of four episodes from the first season. 2 Rationales This study should be useful for three reasons. First, this study is important because television—especially television entertainment programming—has the capacity to persuade viewers even when they are not conscious of such influence (Shrum 119). Consumers tune in weekly to their favorite shows, and are unaware of the effects of the aggressive behavior or violence on screen. Studies have shown that heavier viewership of television programs can be linked to “violent crime” (123). In addition to acts of violence, increased television watching can lead to the purchasing of certain products, such as “swimming pools…and luxury automobiles” (123). In its four seasons, the show has won thirteen Emmys and four Golden Globes, making it one of the most successful television shows on basic cable as well as television history. Due to this success, Mad Men reaches a vast number of viewers and continues to gain viewership (Karger). Mad Men was the first basic cable series to win the Emmy for Outstanding Drama Series (Elber). Analyzing Mad Men’s the rhetorical messages pertaining to masculinity should shed light on the subtle messages of the show that may influence audience perceptions and perhaps even actions. The second reason this study could prove useful is that Mad Men has been subject to little critical examination. Only one study by William O’Barr examined Mad Men and it details some aspects of how women in the show are portrayed, but did not breach the subject of masculinity (O’Barr). Therefore, the current study adds to the sparse scholarship on Mad Men and takes a focus—the performance of masculinity—that is unique. 3 Lastly, this study should prove valuable because it will explore factors relevant to “being a man,” which continues to be a significant issue today. This is an important issue to comprehend, since our social construction of masculinity contributes to how we think and act. Hegemonic masculinity, one type of masculinity examined in this study, I argue is prevalent in Mad Men. This study will look at masculinity via a perspective of performance theory, asserting that masculinity is performed. A hotly debated issue especially today, the ideal definition of masculinity is not clearly laid out. However, Mad Men has its own take on the issue, and through the examination of narrative, this study will be able to conclude what that message is. Background First airing on July 19, 2007, Mad Men currently ranks as one of the most watched dramas on American television. Gaining in popularity with each season, Mad Men escorts its viewers back to a time in the United States when substance abuse in the workplace was viewed as normal and sexual harassment had yet to be legally defined. The show is admonished for its constant use of characters smoking and drinking, but at the same time is heralded for its historical accuracy. Focusing on an advertising agency on Madison Avenue in New York City, the work
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