It's a mad, mad, mad, ad world

A feminist critique of Mad Men

Patrick Ferrucci, Heather Shoenberger, Erin Schauster

Research output: Contribution to journalArticle

1 Citation (Scopus)

Abstract

The television drama Mad Men was an immediate critical hit when it premiered in July of 2007 on AMC. The multiple Emmy Award-winning program received a large amount of mainstream press for its depiction of 1960s Madison Avenue, complete with rampant sexism. This study utilizes feminist criticism to examine not only the explicit forms of sexism depicted on Mad Men, but also the implicit and more subtle ways the dominant ideology of patriarchy is normalized. While the program is a drama, Mad Men uses sexism for humor. This type of depiction of gender stereotypes and overt sexism encourages viewers to accept patriarchy as ideal and natural, finds humor in independent women attempting to break free of the dominant ideology, and trivializes gender bias as a laughing matter.

Original languageEnglish (US)
Pages (from-to)93-101
Number of pages9
JournalWomen's Studies International Forum
Volume47
Issue numberPA
DOIs
StatePublished - Nov 1 2014

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patriarchy
sexism
ideology
gender
television
humor
drama
stereotype
criticism
programme
world
trend
woman
press

All Science Journal Classification (ASJC) codes

  • Education
  • Development
  • Sociology and Political Science

Cite this

Ferrucci, Patrick ; Shoenberger, Heather ; Schauster, Erin. / It's a mad, mad, mad, ad world : A feminist critique of Mad Men. In: Women's Studies International Forum. 2014 ; Vol. 47, No. PA. pp. 93-101.
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It's a mad, mad, mad, ad world : A feminist critique of Mad Men. / Ferrucci, Patrick; Shoenberger, Heather; Schauster, Erin.

In: Women's Studies International Forum, Vol. 47, No. PA, 01.11.2014, p. 93-101.

Research output: Contribution to journalArticle

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