Textual analysis - Mad Men

How is the representation of gender constructed in the text?

After watching the extract from mad men, it is clear that there is a major difference between the way women and men are represented in the TV drama. The establishing bird’s eye view shot shows a number of 1960’s era cars and yellow cabs and a typical office building to introduce the setting as 1960’s New York, a time when sexism was at a high. Early on in the clip, an elevator scene shows three men surrounding a new woman at the office; this is constructed with a mid shot to capture all three men staring at her like an object. Not long after this elevator shot the three men enter their bosses office; this new character is introduced with a close up to emphasise his importance to the drama. He is shown talking to his fiancé and telling her to go shopping instead of worrying about him, emphasising the control men had over women. Later one of the three original men mentions that the reason is marrying this woman is because her dad is “loaded”, emphasising the lack of respect for women. The next scene introduces the new girl’s advisor at the office, she is shown to be less superior to her advisor as a long shot shows the contrast in her walk and body language, this allows the advisors advice in the next scene to be valued by the viewer as se is clearly superior. Even their clothes are completely different colours, just to emphasise the new girls contrast and inferiority to the girls at the office. In the next shot the advisor says a number of sexist things about working in the office, such as comments about showing her ankles off and worrying more about her body than her job. Also, one that stood out is about men wanting more of a waitress and housemaid than a secretary, a very sexist comment, but normal back in that time. The audience listens to these comments as the advisor is seen as superior to the new girl receiving these comments.

There is a non-diegetic soundtrack that accompanies most scenes. This is silenced when the males are having a conversation to emphasise the importance and allow the audience to focus easily. However when the two females are introduced the music is heard over the top to begin with to perhaps show how their presence is less important. Overall, the extract demonstrates how men overpower females and females give into this. The context and construction of the clip emphasise this the most.