Aspects Of Post Modernism In Mad Men.

How would you define ‘mad men’ as a post modern text and explain why you would give this programme this label.


The opening sequence of Mad men is the first indictor that the show is a post modern text. Firstly, the artistic style in which the sequence has been created is intertextuality of saul basses work, especially in the Alfred Hitchock’s films like”vertigo” where the artistic style of the cinematography matches that of Mad Men. In the opening sequence there is a black silhouette of a man who’s office falls down around him, and he falls off the skyscraper surrounded by advertising, and symbols of women, and marriage. The composition of the opening is mostly behind the man, with mysterious shots of his feet etc. the fact that he’s a silhouette also ties in with this, and the issue of identity that don draper has throughout the programme.


The identity issues of Don Draper throughout the series and as a silhouette figure in the opening sequence of mad men is also a form of intertextuality (which is an aspect of post modernism) of “the falling man” image in the 9/11 attacks. In a documentary about the falling man, it was said that the identity of the falling man stands for many, so we can interpret Don Draper like this; unnamable and mysterious.
At the end of the sequence, don draper is in a relaxed yet dominant position with a cigarette in an outstretched hand; and once again the shot is from behind, which makes him almost an enigma. This is intertextual to Phil Abraham’s cinematography in the opening sequence to Alfred Hitchock’s “Notorious”, where Carey Grant is introduced in the same way; from behind, like a silhouette

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We can tell that ‘Mad Men’ is going to be a post modern text from the music in the opening sequence. The music playing is a fusion between 60’s jazz and a more modern “scat” drum beat (perhaps drum ‘n bass.) This merge between styles of old and new ties in with the style of the show, and it tells us that the show is a modern show set in the past, which is a key feature of post modernism.


Other aspects of the show that makes it post modern, is the historical period and modern voyeurism. The show is set in the 60’s, and features satire in issues such as gender, sexuality, sexism, racism and religion. Because we see it from a modern point of view, we notice the change between the past and present, and this recognition/ recognition of events and views of the time in our voyeurism, makes ‘Man Men’ post modern. Also, because the show contains story lines featuring these issues, (unlike the straight lace TV programmes that were aired in those days) it therefor makes it post modern. e.g. the lesbian scene between Carol and Joan - a situation that wouldn’t be explored on TV in those days, or even talked about.


Mad men also features uses of time bending and flashbacks e.g. Don Draper as a child in the episode “the hobo code”, which is an aspect of post modernism, and is also modern filming technique.


Another aspect featured in the series “mad men” that makes it post modern is the mise en scene. Little detail to mise en scene can represent and symbolise certain issues. for example Jeremy Butler wrote about the lighting in the office represents power structure, and oppression of women, as the sectaries are under the rectangular oppressive lights, in an ordered fashion.


Mad Men has sparked exchange from its audience in the form of parodies and pastiche, in which scenes/ideologies from the show are imitated and mocked. Examples of these have been aired on American TV and virally (mostly on youtube.) For example two children shows “sesame street” and “the simpsons” have created parodies mocking and copying the style, cinematography and mise en scene in the show.