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The unexamined martini is not worth drinking

By Andrew Brodzeller, Arts '05

Through the smoke-filled offices and between the martini lunches and office romances of AMC's critically acclaimed Mad Men, Dr. James South, associate professor and chair of Marquette's Philosophy Department, watches and interprets complex philosophical themes.

Co-editor of the recently published Mad Men and Philosophy: Nothing is as it Seems, South uniquely combines his academic expertise and fascination with popular culture. The book, with 16 essays, including one penned by South, is the third book South has co-edited in the Popular Culture and Philosophy book series. His previous works include Buffy the Vampire Slayer and Philosophy: Fear and Trembling in Sunnydale and James Bond and Philosophy: Questions are Forever, and he has also written about the Beatles, Wood Allen and comic books. His most recent book delves into many of the complex themes of Mad Men, including the ethics of advertising, second-wave feminism and race.

We sat down with South to discuss his interest in popular culture and learn exactly how Don Draper can help interpret the philosophy of Aristotle.

Q. What do you like about connecting philosophy to pop culture?

A. Among the many reasons I enjoy thinking about pop culture and philosophy together is because I think that at least some pop culture is worth serious consideration. Some pop culture is created and produced by smart people working within, and challenging, various traditions and conventions. Losing touch with those creative aspects of our contemporary society can marginalize philosophy within the "ivory tower," and that is bad for our society. A second important reason is that I love pop culture, and I love philosophy. Thinking about why is a way for me to take part in the oldest philosophical injunction: to live an examined life.

Q. What has been your favorite of those three pop culture books, and why?

A. I like all of them, obviously. Buffy was my first attempt at bringing philosophy and popular culture together, so I think I learned more doing that book than the others.

Q. What do you love about Mad Men?

A. Mad Men is such a brilliant show and forces us to face up to the similarities and differences between the early '60s and today. Tracing out those similarities and differences is an important way to get perspective on our world today. I do think that we, including philosophers, are still trying to come to terms with the many changes that resulted from the '60s.

Q. What can a show like Mad Men really teach us about Aristotle?

A. All sorts of things. Here's one ready example: In his Rhetoric, Aristotle famously states: "It is not true … that the personal goodness revealed by the speaker contributes nothing to his power of persuasion; on the contrary, his character may almost be called the most effective means of persuasion he possesses." I think it's easy to read Mad Men as almost a commentary on that passage. It seems obvious that we should be persuaded most by people of best character. The characters of Mad Men's protagonists are hardly good, but they are in the business of persuasion. By showing us a significant gap between character and persuasive effectiveness, we are forced to reevaluate Aristotle's claim in light of the way we presently seem to have divorced character and persuasion.

Q. Tell us about a favorite scene of Mad Men — and what does it teach us?

A. My essay in the Mad Men book reflects on one of my favorite scenes. Early in the series, Don Draper tries to get a colleague who had undermined him, Pete Campbell, fired. He finds out that he can't do so, though, because Pete's mother is a "Dykeman" and the Dykemans used to own everything north of 125th Street. In this scene, Don comes up against one of the great truths of his society: namely, that it's much more of an aristocracy than a meritocracy, and he's taught that his intense need to be the master of his own destiny is a much more complicated task than he thinks.

Q. If you were a Mad Men character, which one would you be?

A. Probably Harry Crane. Of all of the main characters, he's done fewer bad things and seems to live the least adventurous life. I do wish I could be Bert Cooper, though, because he owns a Rothko painting.

Q. What TV show or movie would you love to write about next?

A. I have a few ideas about the new show Caprica, the prequel to Battlestar Galactica. It's a show about what it is to be human and our relation to technology. I hope it lasts long enough to warrant a book.