Background
Mad Men is a renowned American television series show about men and women at an advertising company. It is created by Matthew Weiner and produced by Lionsgate Television. The series consists of 7 seasons and 92 episodes. The events of the series are set around late 1950s and early 60s in the New York City. Mr. Don Draper is the main character in this series who owns an advertising agency in Madison Avenue in New York. He is struggling to stay on top of the heap in the competitive sphere of Madison Avenue advertising firms. Don faces a dilemma in selling cigarettes as the awareness of public concerning the associated health risk increases. He gets input from his customers and asks his girlfriend, Midge Daniels, to find a solution. Don is also a family man; the father of two young children.
In the first episode of the series, Sterling Cooper (starring Elisabeth Moss), a new employee is shown working as Don’s secretary. She finds herself surrounded by new employees and getting advices from them. Don meets Rachel Menken, the owner of a large department store, and she asks him to prepare attention-grabbing advertising for her store to attract wealthy customers. The meeting does not go well leaving Rachel disappointed by the agency’s suggestions (printing coupons to attract housewives). Don is also shown struggling at home to cope up with his irritated and insecure wife.
This television series fascinated me because of the way men and women are represented at workplace. I particularly liked the manner employed by both male and female employees when speaking in social gatherings and using prestige variants.
It is no secret that men and women have their unique abilities to express the same feeling/sentiment using similar language but with different speaking styles. These differences in speaking become rather vivid in Mad Men. Most importantly, the workplace plays a great role in reflecting the way men and women speak. It is interesting that such distinguishing factors are easily observable in any workplace. However, the same factors are controversial for many sociolinguistics researchers. There are a lot of sociolinguistics researchers such as Tannen, Cameron, Lakoff, Bates, McConnell, and Coates, who have conducted studies to demonstrate the differences between the ways of speaking of both genders. These researchers have differentiated the speech styles of males and females in terms of syntax and morphology, vocabulary, and discourse analysis or phonetic. One important fact to bear in mind is that even studies in gender language differ from one another. Nevertheless, these studies lead us to the same conclusion that women use more standard prestige than men shown in their pronunciation, grammar, choices of word. In their book, Women in their Speech Communities, Jennifer Coates and Deborah Cameron assert that women speak more standard language as compared to men. They have interpreted women’s use of the standard language due to three variable reasons. The first reason is status allowing women to speak more correctly as they are more sensitive to the social connation of speech. The second reason is solidarity as women do not experience the same pressure as men to adhere to vernacular norms. Conversation is the last reason. Women are implicated to change particularly when it is in the direction of the prestige standard (Coates & Cameron). However, many sociologists refuse to acknowledge these reasons offered by Coates and Cameron. In his study, Gillieron has presented the evaluation of women speech in France. He was successful in finding different concepts related to speech of women. He asserts that women are poor informants due to their conservative nature. However, he explains that such discrepancies require explanation themselves. Perhaps, conservatism is chiefly a thought of the researcher. It must also be noted that the dialectologists and other fieldworkers were also men (Coates & Cameron).
The language behavior phenomena of women and men are different in their use of standard and vernacular forms. There are several linguistic features that both genders use differently. The remarkable features are considered as male variants and female variants by the sociolinguists. Assessment of these variants actually led researchers to conclude that women use more standard forms in their speech than men. As a sociolinguistics student, the purpose of my research paper is to show how women use more prestige variants than men in Mad Men by applying the prestige theory. Sociolinguistics have observed that the use of prestige variants are noticeable in both cases; whether the speaker is aware of using them or not. These observations led them to distinguish between ‘overt’ and ‘covert prestige’. In her book, Introducing Sociolinguistics, Meyerhoff defines ‘overt prestige’ as “prestige associated with a variant that speakers are aware of and can talk about in terms of standardness, or aesthetic and moral evaluations like being ‘nicer’ or ‘better” (Meyerhoff, 41). The use of overt prestige happens when the speaker is highly aware of its use of standard form to associate more with the speech of other high status speakers. The term ‘covert prestige’ is defined as “a norm or target that is oriented to without the speaker even being aware that they are orienting to it” (Meyerhoff, 41). The use of covert prestige is evident when the speaker is using standard or vernacular forms but is not aware of using it. In the workplace, language is characterized by a unique band of constraints. These constraints depend on the institutional structure in which men and women, in the higher and the lower ranks at work, speak. Those ranks significantly reflect in the speeches of men and women and lead to know the differences in their speaking styles and tones. It is also reflected in their use of the prestige forms.
Many researchers, including Trudgill, have related those differences and the noticeable avoidance of vernacular forms in women’s speech, especially by working class women. He explained this attitude in women for gaining status in society (Trudgill, 1974).
As far as overt and covert prestige are concerned, I noticed how female and male use different types of prestige in the episodes of Mad Men series. Women characters in the discussed TV show use prestige (as they are aware of it) at work or at any formal place that represent overt prestige. It is because they are shown to believe that the local variants carry connotations of natural and informal style. However, it can be noticed that they are sensitive about their position and status at work. They show concern towards being professional at work and speak formally. The first episode illustrates this well where Don Draper and his colleagues at work meet Rachel Menken to make an advertisement deal. Rachel uses a prestige variant and it is rather clear in her pronunciation and while she introduces herself. It seems that she is aware of the speech style and deliberately uses them to appear as a successful business woman. On the other hand, Don is more conventional and informal while talking as compared to her. He is also ironic in his manner. When Don enters in the meeting room, Mr. Roger introduces Don and Rachel to each other. Don steps towards the assistant of Ms. Rachel thinking that he is Rachel. The conversation goes like:
Rachel offers her hand saying;
Rachel: I’m Rachel Menken
Don: I apologize I was expecting, um
Rachel: You were expecting me to be a man?
My father was, too.
Their pronunciation of the suffix in the word “Expecting” in their first meeting is noticeably different. Their pronunciation of the word was assigned differently for each of them. Rachel pronounces ing as [in] with lower score that represents her use of overt prestige here. In contrast, Don pronounces ing of the same word with upper score [in]. This can be considered under the covert prestige to his use of local variants. Here, Don believes that he is doing something different by being informal and uses covert prestige in the working (a formal place for him). This led researcher Trudgill to analyze that the lower an individual’s mean score; the closer their speech is considered to be standard. While the higher the score; it will be considered further away from the standard (Coates & Cameron).
I also observed that the women in the series also employ another way of being more standard than men by pronouncing the letter [r] differently. Their pronunciation of the letter [r] is clearer to hear. Researcher Labov found in his study that the use of letter [r] is usually clearer in the speech of women as compared to men. When evaluated, a group of working class women used more tokens of [r] than a group of working class men (Meyerhoff). This is well illustrated in a conversation between a male doctor and the secretary Elisabeth showing the differences between their pronunciations of the letter [r].
Dr. Emerson: So, you must be Peggy Olson. Joan Holloway sent you over. She’s a great girl. How is Joan?
Peggy: She sends her regards.
The pronunciation of the letter [r] is loud and clear to hear. This is another example of overt prestige because she is at a formal place with a doctor she never met before and she is aware of the necessity to be formal. Therefore, she speaks with high prestige variants when she says the word ‘regards’. On the other hand, Dr. Emerson pronounces the letter [r] in the word ‘great’ and ‘girl’ with indistinctness. The pronunciation of the letter [r] shows his use of local and non-standard speech defining him as a covert prestige speaker.
Another evidence of women being more standard than men is their use of tag questions. Women use it more often than men. In 1975, Lakoff conducted a study and observed the women’s use of high prestige variants, tag questions, and rising intonation in statements context. Lakoff analyzed that they use more tag questions to show their politeness as speakers. In her book, Language and Women’s Place, Lakoff indicates: “In workplace women still use more polite forms as an index of femaleness in social interaction” (as qt in Bucholtz). She explained the expressions of politeness in women’s speech to “the use of polite forms expresses or, more precisely, indexes context: the appropriate relationship between the speaker and the hearer and the formality of the situation” (Bucholtz). Lakoff related the women’s use of formal standard to their politeness because politeness is a part of being formal. However, it does not mean that men are impolite but women are considered politer speakers.
Watching Mad Men made me realize that women use more tag questions in a statements sentence than men at workplaces. This makes them, as Lakoff claimed, politer. A conversation during Don’s daughter birthday party between their friends:
Don’s wife: In case anybody's going to ask, I did not get that clown.He got booked in some off Broadway show.Man: About clowns? I think we saw that.Woman: It's not the one where they take their clothes off is it? Who knew that could be boring? The use of tag question here in the woman’s sentences was not necessary. Still, she used it to reflect her opinion so that she could facilitate communication making her appear politer.This is also considered overt prestige because of the speaker’s awareness of the informal and intimate style of the conversation. She tries to be formal and polite by presenting a tag question in her sentence ultimately showing a way to confirm the information.
Furthermore, the women in Mad Men not only use tag questions but also use hedges such as ‘kind of’ or ‘sort of’ to give more meaning and value to their speech. The reason is simple. They care about their social status especially at work where they are always expected to demonstrate better behavior. Men, in contrast, stick more with the vernacular forms even in the workplace. However, to speak in the vernacular form may be seen as ‘unladylike’ for women. Not because there is anything inherently masculine about non-standard forms, but women are supposed to uphold the norms. Robin Lakoff hypothesized that hedges are more frequent in women’s speech (Holmes, 1998). Wareing agrees that this has been supported by several studies (Wareing, 2001). Nevertheless, the evidence is varied. An illustration of this factor is presented when Don and Elisabeth converse in the first episode and she thanks him for giving her a good impression on the first day. Elisabeth says: “I just wanted to thank you for great first day, and for, you know, standing up for me with Mr. Campbell”. Her use of hedges in her speech while saying ‘you know’ show her uncertainty as well as her lack of authority. As she is at work, she wants to give the good expression of being a formal and good employee. Lakoff indicates that women use such hedges to open the floor or soften a potentially critical remark. This conclusion about women’s behavior is more sensitive. Similarly, there are many scenes in the series when I noticed the use of hedges by a lot of women.
As far as men are concerned, they use a non-standard form of tag questions. Lakoff asserts that in most contexts, women have a tendency to emphasize the polite or affective qualities of tags whereas men use them to express genuine uncertainty (Lakoff: 320). To put it more simply, men use tag questions to check that the information they have is correct. It is clearly expressed by male characters in the Mad Men. Whereas women also want their works to be done correctly but they care much about how they perform. An example of men using tag question as a check of the correction of the information they have submitted or said, the conversation between Don and the male customer of the steel advertising is rather good.The customer: What do you fellows have for me? Mr. Don: Well We take for granted the things we need the most, water, oil, electricity, steel, I was thinking about the last time you were here, looking out this window at this incredible city and saying "It's all steel." New York city, brought to you by Bethlehem Steel, city of Pittsburgh, brought to you by Bethlehem Steel, city of Chicago, Detroit, St. Louis, full page ads in targeted markets, newspapers, trade publications, throw in a few billboards so your employees can brag to their girlfriends.The customer: They're kind of plain, aren't they? The tag question raised by the customer here is a confirmation if what he heard is correct. This shows the different use of tag questions between men and women in their context.
Another analysis of men being non-standard speakers is that they do not pay much attention to the use of grammar in their speeches. I noticed that their use of ‘was’ and ‘were’ in the English language was not grammatically correct even at the workplaces. It can be best exemplified when Don and Roger talk Pete about the mistakes he made.
Here, Roger uses ‘were’ instead of ‘was’ Instead of being grammatically correct, he uses it without being aware of the fact due to his anger. This also represents overt prestige because the speaker uses vernacular form without his awareness of using it. According to Meyerhoff, the study by Sali Tagliamonte conducted in 1998 to understand the use of was and were in English language, analyzes that the non-standard use of ‘were’ by men was more frequent in the affirmative utterance, negative utterance and tag questions. Such grammar mistakes rarely happen in women speeches as they are more careful and concerned about their words.
In this research, I have found that females, as compared to males, use a higher degree of standard English (including pronunciation, lexis, and grammar). Therefore, they are correctly identified as covert prestige speaker because of their full awareness in using standard form. On the contrary, men are identified and presented as covert prestige speakers in Mad Men because of using non-standard form of English language.
