Gender Studies
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This articles shows from a gender perspective how in twentieth century Germany the sciences of work dealt with the problems of the factory’s spatial order and the human factor. Starting in the 1920s, workers were no longer regarded as mere objects of discipline but rather as individuals whose individuality was to be utilized. As the women workforce grew, also the scientists’ of work interest in the gender question gained significance. Consequently, ergonomics argued for workplace engineering and a new form of leadership that took special care of “psychological and aesthetic” female needs. Therefore, the discourse on humanizing work, becoming hegemonic after 1945, had gender roots usually neglected by historical research.
By using a 60s workplace as its setting, Matthew Weiner’s Mad Men (2007-2015) does not merely provide insight into historical gender and sex relations in the workplace of the 60s. It also reflects current sex and gender relations in the workplace of 21st century America (e.g. the #MeToo Movement). As Sara Rogers, leaning on Horace Newcomb and Paul Hirsch, argues, tv shows’ strength lies in their raising questions, rather than answering them. This is precisely what Mad Men, with its representation of 1960s sex and gender dynamics does. In the following blogpost I will show that Weiner’s hit show is very aware of – among others – Helen Gurley Brown’s influence on the American workplace of the 60s and that it uses its nostalgic effect for reflecting contemporary sex and gender relations in the workplace.