Goffman’s dramaturgy applied to Mad Men (TV series)

This article examines the television series Mad Men through the theoretical lens of Erving Goffman's dramaturgical theory, analyzing how characters navigate identity construction, impression management, and social performance within the 1960s advertising industry. Through a detailed analysis of seven key areas - identity performance, professional evolution, organizational space, gender dynamics, client interactions, status maintenance, and identity transformation - this study demonstrates the enduring relevance of Goffman's theoretical framework for understanding complex social interactions in media representations. The research employs qualitative analysis to examine how the series' characters embody Goffman's concepts of front stage/backstage behavior, impression management, mystification, and self as a dramatic product. Particular attention is paid to Don Draper's constructed identity, Peggy Olson's professional advancement, and the Sterling Cooper office environment as exemplary dramaturgical principles in action. The findings reveal how Goffman's theoretical constructs provide valuable insights into the performative nature of social life, particularly in professional settings where identity management and role performance are crucial. This analysis contributes to scholarly understanding of how dramaturgical theory can illuminate the complex relationships between individual performance, institutional power structures, and social transformation as portrayed in contemporary media. Furthermore, this study demonstrates the utility of applying sociological frameworks to media analysis, offering new perspectives on how television narratives reflect and interpret social reality.