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While the concept of hegemonic masculinity has been widely researched, according to
sociologist Mimi Schippers there has been a call for more theory and research on femininities
(Schippers, 2007, p. 85). The ideology behind societal gender norms are displayed in texts like
the television series Mad Men. While fictional, the series is based on accurate truths relating to
how society operated in America in the 1960s. Some of these truths are relevant to our society
today. With regards to hegemonic femininity and masculinity as portrayed by the characters in
the first two seasons of the AMC television series Mad Men, theories on hegemonic femininity
and masculinity and how they relate to systems of gender inequality will be examined
concept that was developed in tandem with hegemonic masculinity to acknowledge the
asymmetrical position of masculinities and femininities in a patriarchal gender order (Connell &
Messerschmidt, 2005, p. 848). The concept focuses on compliance to patriarchy and is still
highly relevant in contemporary mass culture (Connell & Messerschmidt, 2005, p. 848). The
hierarchical relationship between femininity and masculinity ensures inequality and domination
The men in the series substantiate theories on how hegemonic masculinity can be
defined. They possess physical strength, the ability to use interpersonal violence in the face of
conflict, and authority (Schippers, 2007, p. 91). The female characters themselves substantiate
theories on how hegemonic femininity can be defined: they are physically vulnerable, unable to
use violence effectively, and compliant (Schippers, 2007, p. 91). The men express their
masculinity by expressing erotic desire for the feminine object, a construction of masculinity.
(Schippers, 2007, p. 90). One quote from the married head of the fictional advertising firm
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Sterling Cooper, Roger Sterling, is the perfect example of this. Sterling tells the main character
Don Draper in the episode Long Weekend, Remember Don. When God closes a door he
opens a dress. Sterling and Draper are both married men who cheat on their wives. In the
episode Ladies Room, Draper asks Sterling, Let me ask you something: what do women
While the men in the series objectify women in many ways from constant gawking and
flirting to going to strip clubs, the women serve to perpetuate the idea that they are there to be
looked at. In the episode Red in the Face Betty Draper says, As far as Im concerned, as long
as men look at me that way, Im earning my keep. Betty plays a compliant and subservient wife
up until the end of the second season, when her husbands transgressions come to her attention.
In order for men to maintain superiority and social dominance over women, the
constructs of masculinity then must remain unavailable to women (Schippers, 2007, p. 94). To
achieve this, any feminine characteristic that does not fall in line with hegemonic femininity then
must be defined as deviant and stigmatized (Schippers, 2007, 94-95). Promiscuous women, for
example, were often stigmatized. While there are some conflicting ideologies relating to
promiscuity in the show, a situation relating to the character Peggy Olsen is an example of the
dominant beliefs of the time. Peggy, when she was a new secretary, had an affair with engaged
account executive Pete Campbell. After Pete ended the affair, single Peggy found herself in the
hospital one day with stomach pains. She was pregnant. Because the child was not only born out
of wedlock, but was the result of an affair with a now-married man from the office, Peggys
sister adopted the baby. Nobody except Peggys family could ever know the truth about who the
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Likewise, any masculine characteristic that does not fall in line with hegemonic
masculinity then can be stigmatized. Men who desire other men throw off the order of
superiority and dominance. The character Salvatore Romano in Mad Men is a closeted
homosexual whose desire for men is very subtly displayed on the show. His sexual orientation, a
taboo during the times, is not revealed to other characters in the first two seasons of the show. He
attempts to appear as though he is in line with hegemonic masculinity by marrying a woman and
The examples of hegemonic masculinity and femininity as portrayed in Mad Men work
as a model for gender inequality that can be applied to real world experiences. By interpreting
how such inequalities operate in a society, we can begin to better understand the implications of
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References
Connell, R.W., & Messerschmidt, J.W. (2005). Hegemonic masculinity: Rethinking the concept.
Schippers, Mimi. (2007). Recovering the feminine other: masculinity, femininity, and gender
Weiner, Matthew (Producer). (2007). Mad Men [Television series]. Los Angeles: Weiner Bros.