Change is rarely appreciated. We often find ourselves yearning for a new experience to rescue us from this insufferable turmoil and yet, when the opportunity arises, we hide. Rather than allowing our curiosity to temporarily take control, we prefer to remain in our comfort zone and avoid diversity. While this personal decision is assumed to only affect our own well-being, various outcomes have stated otherwise. By remaining close-minded, we prevent ourselves from making new connections and challenging controversial opinions that could educate our selective audience. This act of avoidance is most commonly seen amongst cultures. Whether it be amongst our region or in our community at work, we are given countless opportunities to remain informed on cultural differences. Instead, we refrain from speaking our mind as the fear of constructing controversy gets the better of us. Though this fear does not consume those whose opinions have been validated in the past, many believe their voice will only add to the problem rather than eliminate it.
Although the acceptance of diversity has started to become the new norm amongst the American culture, the power of dominance remains present. As portrayed in various forms of entertainment, we are given a clearer insight into how we can spot this feeling of superiority in a more subtle way. With over 7 seasons thus far, the AMC series Mad Men turns to an era where the cultural division was clearly depicted amidst one of the most iconic advertising agencies in New York. Its early-60’s setting and nostalgic atmosphere inevitably come with the misogynistic comments and patronizing status that were viewed as acceptable. The show’s central character, Don Draper, leads the rest of his team into reminding those below of their power-hungry reputation. As we find ourselves becoming consumed with the luxurious lifestyle and attractive love interests throughout the series, we end up overlooking the misogynistic culture that is undeniably present. From sexist remarks being made towards female employees to romanticized sexual harassment amongst potential clients, Mad Men subtly brings attention to the normality of treating women as objects. Although we may see this act of awareness as a way to praise male dominance, the show gradually proves otherwise by removing the glamour from their immoral decisions. Rather than asked to accept their behaviors, we are encouraged to shake our heads at their outdated opinions and take pride in the fact that this discriminating outlook is no longer normalized.
When introduced to the interpretive theory of Clifford Geertz and Michael Pacanowsky, we gain a clearer perspective on how culture can be identified in a corporate setting. By comparing this scenario to the formation of a web, the Cultural Approach to Organizations proves that while all the strands may be different, they are necessary for forming a unified result. Explained as a metaphor of organizational life, culture lacks solidarity. Due to its array of meanings, the concept of culture can be difficult to grasp. Therefore, Geertz took this opportunity to explain what factors support his claim and allow for a personal definition to be made. Every culture is filled with differences, and while they may all be supporting the same concept or idea, there are different roles people acquire to continue the success of that company. As Geertz points out, “culture is not whole or divided. . . even close-knit societies have subcultures and countercultures within their boundaries” (237). This concept is vividly demonstrated throughout the working environment in Mad Men. Though the show revolves around the employees of one of the premier advertising agencies in New York City, Sterling Cooper is consumed with cultural divergence. Those who are depicted as powerful and almost impossible to touch seemed to have gained their title from their outward appearance and ideal status as a white male. The women who are introduced in the show are just as power-hungry and yet, are forced to remain in their overlooked position due to their classification. While the goal amongst Sterling Cooper’s employees is mutually depicted, an advantage is granted to Don Draper and his colleagues. While they are granted permission to drink on the job and leave as they please, the female workers are required to dress in a way that will satisfy the men’s needs and remain submissive. Another form of supremacy is found in the language of the agency’s employees. Sexual allusions are consistent in the countless conversations that are held, regardless of whether the women are present. While many of the comments made are straight to the point, the show incorporates countless metaphors that can only be understood by members of their organizational culture. This is because a metaphor “clarifies what is unknown or confusing by equating it with an image that’s more familiar or vivid” (239). When Pete Campbell, a junior account executive at Sterling Cooper engages with Don Draper for the first time, he can’t help but glorify Draper’s dominant status. Rather than accepting his praise, the creative director responds with “Let’s take it a little slower. I don’t want to wake up pregnant.” The obvious meaning is for Pete to take a step back; however, it also reflects the underlying culture of this selective agency. Through other symbolic cues and sexist stereotypes that are displayed throughout the show, Draper’s wake-up-pregnant metaphor was a lens into the dominant culture they developed. Lastly, Pacanowsky explains certain types of narratives that are known to dramatize organizational life. While Mad Men includes corporate and personal stories, collegial accounts are frequently present. These stories are “positive or negative anecdotes told about others in the organization. . . convey how the organization really works” (241). Our perspective throughout the show allows us to gain insight into what is being said about someone while they are present versus when they are absent. While the men at Sterling Cooper are not afraid to speak their minds, many of the female employees wait until their superiors are gone to make their point. This is due to the authoritative status granted to its male associates.
Stella Ting-Toomey’s face-negotiation theory offers a similar outlook on how culture can differentiate our responses towards conflict. One way this is depicted is by coming to the assumption that members of every culture are constantly negotiating face, “a metaphor for our public self-image – the way we want others to see us and treat us” (435). Depending on the selected culture, the approach taken towards conflict can be altered depending on past experiences and the amount of importance we grant our reputation. When looking into the type of culture displayed in Mad Men, we can collectively conclude that Sterling Cooper follows a more individualistic approach. This is confirmed by the way self, goals, and duty are perceived by its colleagues. As we gain insight into the lifestyle of Don Draper, we notice his excessive amount of confidence and independence almost immediately. While he may have the advantage of fitting the dominant culture’s criteria, Draper has maintained his hierarchal status by working to eliminate conflict rather than changing his ways to avoid it. An individualistic culture “values individual needs and goals over group needs and goals” (437), so instead of controlling his behavior by the norms of the company, Draper vocalizes his curiosity to reduce uncertainty. If he acts like a leader, he is treated like one. This mentality can not only have a lasting effect on the other colleagues but clients as well. The open discussion of conflict can increase comfort amongst outside spectators, whereas “potential clients from collectivistic cultures often stay away or leave dissatisfied” (437). By identifying the type of culture exemplified throughout the show, we have a better understanding as to which conflict style is the most commonly used. Because the members of Sterling Cooper fall under an individualistic mentality, self-face plays a more important role in how decisions are made. While they continue to consider the client’s suggestions of how they want the advertisement to be interpreted, Draper and his team remain successful by knowing what will grab a spectator’s attention and using that to their advantage. The more success that is followed by their propositions, the less accepting they will be towards controversial feedback. According to the face-negotiation theory, “those most concerned with self-face try to dominate through aggression, emotional expression, and defending” (441). When Pete Campbell’s proposal for a company’s ad campaign is blatantly denied, his response is nothing more than spiteful. Rather than accepting his fate, he goes behind the back of Don Draper and presents his idea to the clients without permission. By acting out on aggression, he took the risk of disrespecting his mentor to avoid the feeling of submission.
Professor of communication at Western Michigan University Mark Orbe brings attention to the contrasting factors that eliminate access to the dominant culture in his interpretive theory. Known as co-cultural theory, this neutral term explains the changes that are made when interacting with the superior community. The dominant culture is comprised of “relatively well-off, European American, nondisabled, heterosexual men” (448). When we are first introduced to Don Draper in Mad Men, he is immediately depicted as powerful. Not only is this because of his professional status, but his outward appearance is portrayed as desirable. Although he is married to a woman of high status, he has no trouble gaining the attention of other potential love interests. According to these men, cheating is just as normal as brushing your teeth in the morning, yet when a woman seeks interest elsewhere, she is shamed for it. To avoid this feeling of humiliation, the co-cultural group must alter their point of view in a way that will increase unity. Many of the women prefer to take on a nonassertive approach to prevent conflict with the dominant culture. Their preferred outcome is to “become more like its members” by willing to “go along to get along” (450). Also referred to as assimilation, the way to accomplish this result requires a lack of pride from its participants. The female employees achieve this by remaining silent when demeaning comments are made and abide by the requests of the men in charge. Additionally, they work to move the conversation away from dangerous areas in the hopes that their opinions will not be asked of. While this seems to suffice the needs of the women at Sterling Cooper, one character in particular remains unsatisfied with this approach. Peggy Olsen, the company’s only female copywriter, searched for accommodation amongst her employees to avoid conforming to the sexist stereotypes that were constantly shared. By working to “change dominant culture rules to take the life experiences of co-cultural members into account,” Olsen was willing to go to extreme lengths to ensure a higher status. After finding out that she was pregnant, Peggy was forced to give up the baby for adoption in order to continue working at Sterling Cooper. She went through an excruciating amount of torment to emphasize the lack of equality present in the company. However, she did not take these obstacles as a reason to give up. Instead, Olsen continued to prove her dedication by proposing her ideas and working harder than what was expected of a woman.
Diversity is inevitably embedded in our every-day routines. While some may make extreme sacrifices to ensure their mind will not be changed, others are willing to place themselves in foreign situations where they know their beliefs will be tested. By complying with different opinions and viewpoints, we are allowing ourselves to remain open-minded and test our boundaries. As portrayed in Mad Men, we gain a clearer understanding of the diversity amongst corporate cultures. Though the colleagues of Sterling Cooper work to achieve a mutual goal, the roles they play and approaches they take can increase the chances of competition. To prevent this from interfering with their individual success, they make their status known by separating themselves from the others and adding unnecessary forms of diversity. While this remains successful for a while, the ability to grow the company becomes limited. Therefore, rather than staying close-minded, accepting differences, and educating ourselves on unfamiliar topics can increase our chances of success.
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