Post-Racism and Post-Feminism from “Tyra Banks if Fat” by Ralina L. Joseph in the Context of Mad Men

Group Attendance: Charlie DeWitt, Marshall Kerns, Lauren Solomon, Candace Barbour, Catherine Muller, Clay Prietsch
Episode Watched: Season 1, Episode 8: "The Hobo Code"

Post-Racism and Post-Feminism from “Tyra Banks if Fat” by Ralina L. Joseph in the Context of Mad Men

By Catherine Muller

Post-Feminism and Post-Racism share the notion that social inequality is at an end. Both push the idea that race and gender are no longer significant divisions in society. That is not to say, however, that these ideologies deny the existence of sexism and racism. Rather, they hold that society has merely overcome the influence of such prejudices. I argue that the sexism displayed in season 1, episode 8 of Mad Men actually reaffirms Post-Feminist ideals. This same trend can be applied to the show’s depiction of race to a lesser extent.The episode opens on two white characters, Pete Campbell and Peggy Olsen, as they enter an office elevator operated by a black operator. Before Pete and Peggy make it to their floor, the elevator stops to admit a black janitor. It is at this point that Pete comments “…we really took the local this morning,” to which the operator replies, “sorry.” This exchange demonstrates the type of derogatory language and racial submission present in most Mad Men episodes. If we jump ahead a scene, Pete and Peggy are engaging in an adulterous tryst while hidden behind an office door. There is, however, a single witness to the sin being committed by Pete and Peggy: the janitor from the elevator. With a condescending smile, this black character surveys the action and then continues vacuuming.

The entirety of this racial exchange appears to give the janitor the last laugh, and in doing so, places both races on equal footing. Here, the Post-Racial perspective comes into play. Race, as it is depicted in the entirety of this scene, is not truly a significant division in the Mad Men society. Likewise, the way in which sexism is presented within the context of Mad Men reflects a Post-Feminist ideal. The clearest example of this is possibly through the work of female character Peggy Olsen. In this episode, Peggy’s marketing idea from earlier in the season is presented to a client. The success of her “Basket Full of Kisses” marketing slogan stands in stark opposition to the sexism she encounters everyday. Comments regarding the lesser intelligence of females abound in a typical Mad Men episode. Lines like Pete Campbell’s, “so simple even a woman could understand it,” for example, directly follow successful presentation of Peggy’s idea.

Peggy’s success directly contradicts the verbal sexism depicted in Mad Men. Again, if viewed from a Post-Feminist perspective, we can see why the extremely sexist dialog in this episode fails to bother the average viewer. In Post-Feminist theory, sexism happened. It’s part of our social past. Sexism is therefore expected, even acceptable, for a show set in the 1960’s like Mad Men. In addition, Post-Feminist theory also poses that today’s society has overcome sexism; that gender is not a valid social division. The positive reception of Peggy’s marketing idea places her on equal ground with businessmen in the episode. Her gender does not appear to have hindered her ability to produce a product of worth. The phrase, “actions speak louder than words,” comes to mind. The verbal sexism in the episode is negated by the successful and intelligent actions of Peggy.

At first glance, it’s hard to imagine how a show like Mad Men even remotely exemplifies Post-Feminist and Post-Racist ideals. Every other line of dialog seems to sexualize women and affirm racial inequality. Set in the 1960’s, Mad Men’s depictions of blatant sexism and racial prejudice are to be expected. Yet, I believe few viewers would consider the show outright prejudicial. By presenting racist and sexist content through the lens of Post-Racism and Post-Feminism, the writers of Mad Men (7/9 of them women) can depict prejudice without having a prejudice show.