Sunday, 17 January 2010

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Don Draper as an unraptured Emma Bovary As I noted in the comments to this post, it was only a matter of time before I started Mad Men; however, as I've studiously avoided reading about the show for the better part of two years now, I'm not sure my insights into it will be all that insightful. (Still, I'll soldier on, with the caveat that I'm about to watch the eighth episode of the most recent season and would rather not have it spoiled. Not, mind you, that I think it could be, as the one of the defining features of the show is the thundering predictability of its characters. That's not as an indictment of Matt Weiner or his writing staff, merely an acknowledgment of the show's central conceit: these are people who want to be left behind when the rest of the world is raptured by history—at least at first. Don Draper and his fellows at Sterling-Cooper aggressively court their own obsolescence by cultivating an aesthetic that appeals to inhabitants of a disappearing culture. In this respect, focusing the show around the Gatsby in the gray flannel suit is an inspired decision: Draper is a man at a remove both from his own history and those of archetypes that shape his character, and as such is constitutionally belated. He does not believe in free love, like his beatnik paramour Midge Daniels, he merely lacks a convincing moral objection to committing serial adultery. His persona is a fashioned response to a vanishing culture, and it appeals—both for the clients of Sterling-Cooper and viewers of the show—to the perpetually recycled nostalgia for a time in which romantic figures of powerful genius were recognized and compensated accordingly. In the decades previous, as evidenced by an article Earnest Havemann wrote for Life in 1958, it had actually been true thatmost advertising agencies were started on the strength of one man's genius and personality. These old giants of the business had an intuitive feel for advertising. Flying strictly by the seat of their pants, they made brilliant guesses as to what would put the public in the mood to buy and planned brilliant campaigns around their hunches. Yesterday's ad man used to take a look at the product, then go off in a corner to dream up his campaign. Today's ad man sends for the research on what consumers are thinking about at the moment and often goes out to size up the consumer himself. Havemann captures, in miniature, why Peter Campbell's career will inevitably eclipse Draper's: a person can only have hunches about cultures they know intimately, so the value of a Don Draper is inversely proportional to, for example, market penetration into urban black communities. This is not to say that Campbell's attempt to identify the desires of black Americans at the beginning of the Civil Rights Movement makes him any more sympathetic as a character, or to viewers, as his commitment to equality is as instrumental as Draper's is to free love. Campbell is, in a sense,...
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Don Draper is, of course, never himself. Let me open with a quick clarification about the previous Mad Men post: as to the purview of self-fashioning, we all do it. In blog terms, you know me as this guy, i.e. the one who caught those students, made that other one extremely uncomfortable, is frequently victimized by the library, hid his cancer from his wife, etc. Those are the stories I tell about myself to explain myself to myself. To quote Gertrude Stein from Everybody's Autobiography: Identity is funny being yourself is funny as you are never yourself to yourself except as you remember yourself and then of course you do not believe yourself. That is really the trouble with an autobiography you do not of course really believe yourself why should you, you know so well so very well that it is not yourself, it could not be yourself because you cannot remember right and if you do remember right it does not sound right and of course it does not sound right because it is not right. You are of course never yourself.The phrase "of course" captures the central irony of all self-fashioning: we know, of course, that we are more than the sum total of the stories we tell ourselves about ourselves, and yet we only understand ourselves, and can only be understood by others, through those stories. In case you ever wanted to know why narrative diversity is important, there you have it: the more narrative modes available, the more possible understandings of themselves the people who encounter them can have. This is self-fashioning at its most mundane, and in terms of Mad Men, this is why Peggy Olson becomes more modern: once she understands herself in terms of the upwardly mobile career-oriented woman, the audience understands her frustrations in terms of the conflict between that meritocratic fantasy and the realities of being a woman in a male-dominated working environment. She becomes more recognizably modern not because the world she inhabits does, but because the way she responds to that changing world elicits a chorus of "of courses." Neither she nor Peter Campbell become "more real" as the series progresses—fictional characters, being fictional, can only aspire to escape the fictions they inhabit—but as the stories they tell themselves about themselves in order to understand themselves come to resemble ours, they'll seem more realistic because they're telling themselves the same stories we tell ourselves and we, of course, live in the real world. What I meant when I wrote the following, then, is that Campbell is increasingly understanding himself in reference to the same narratives we do, whereas Don Draper is not: Campbell is, in a sense, becoming us, and we revile his behavior to the extent that we recognize our sins in his actions. Draper, however, is becoming art, and as such we hold him as responsible for his actions as we would Emma Bovary. His self-fashioning was not merely based on literary precedent, it was an act of literature, if you will, and...

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