Mad Men is based in the 1960's, this therefore implies that the views of gender roles will be completely different as our society as progressed to equality. I watched season one episode one so I could analyse the gender representation of both men and women in the 1960's.
Women representation
Firstly, they are presented as objects that are there for men to use. This therefore means that women must follow the rules: skirt must be a suitable length, must seem innocent and they must be slim and look feminine. If they do not abide to these rules then they will be judged not only by the men but also the women. This puts a lot of pressure on women to be perfect and follow the rules. This is seen when Joan Holloway (the head secretary) told Peggy to roll up her skirt a few inches. This therefore would make her skirt the suitable length and her ankles would show; this would make her look feminine.
Secondly, women are presented as simple people who can only work simple machinery. Women are seen as only good for lower jobs or look after the family while their husband works. This means that only men are at the capability to support the family financially and only they can do complicated jobs and work complicated equipment; showing that women are stupid or that they would be seen as to masculine. This is shown once again by Joan as she told Peggy that the equipment looks complicated but "even a woman could use it".
Lastly, they seem to always be trying to please the men. As they are presented as inferior to men, they look up to them to see which man would make the best husband so they can settle down and have children. This therefore means that the women try to please the men so they could attract them which presents women badly as they are shown to be very promiscuous, easy and cunning. They seem to be using the men as tools. We are shown this in the strip club scene. This was the only place where the men where not in control and the women had a firm grip on them; meaning that the different side of them was shown.
Lastly, they seem to always be trying to please the men. As they are presented as inferior to men, they look up to them to see which man would make the best husband so they can settle down and have children. This therefore means that the women try to please the men so they could attract them which presents women badly as they are shown to be very promiscuous, easy and cunning. They seem to be using the men as tools. We are shown this in the strip club scene. This was the only place where the men where not in control and the women had a firm grip on them; meaning that the different side of them was shown.
Men representation
Men are also presented negatively in Mad Men. They are presented very rude towards women and they have a lack of respect for them. This therefore means that all men are presented that they think they are much better than women and they degrade them to the lower jobs or to look after their family. They use women as sexual objects and if they do not oblige then they are judged for disrespecting the men; making the men look very heartless. This is shown when Pete Campbell says to Peggy that he is "working [his] way up from the ankles". This is degrading for Peggy but also Pete is getting married soon as that shows his disrespect for his engagement.
Another representation of men is that they are masculine, powerful and independent. This is because this is how they have to be seen otherwise they will be judged as the men also have the pressure to fit in. If the men are not masculine, many women would avoid them also it shows weakness; they would not be able to maintain a family. Evidence of this is when Don Draper defended Peggy from Pete. Don challenged Pete's masculinity and Peggy was immediately attracted to Don as he was superior.
Another representation of men is that they are masculine, powerful and independent. This is because this is how they have to be seen otherwise they will be judged as the men also have the pressure to fit in. If the men are not masculine, many women would avoid them also it shows weakness; they would not be able to maintain a family. Evidence of this is when Don Draper defended Peggy from Pete. Don challenged Pete's masculinity and Peggy was immediately attracted to Don as he was superior.
Further evidence of this can be seen in the image above. This image shows all the main character; their positioning and body language really reflects their personality. However, all the men seem to be portraying masculinity and dominance over the woman. None of the men seem to be individual and this could show the act they are putting up as they also need to fit is society.
Conclusion
In conclusion, Mad Men does represent gender roles as they was in the 1960's that are negative for both men and women. There are some major differences to the present like the strict rules to follow and the disrespect towards women have gone. However there are some things that do seem to be similar to the present like the constant need to fit in with society.
