Review: “What, Me Worry? The Art and Humor of MAD Magazine” Exhibit at the Norman Rockwell Museum

Review: “What, Me Worry? The Art and Humor of MAD Magazine” Exhibit at
the Norman Rockwell Museum (9 Glendale Rd, Stockbridge, MA 01262)

By David Decker (Free-Lance)

As a youngster growing up in the Port Schuyler section of Watervliet during the 1960’s,
few things brought me such intense, unbridled joy as perusing the multitude of treasures
filling every nook and cranny of Diamond’s Newsroom. Comic books, baseball cards,
model car and airplane kits – this place was a literal dream come true, especially for this
kid. However, the crown-jewel of this remarkable fantasyland was this – they were also
the only place on my side of the city that carried MAD Magazine! It took tremendous
effort and craftiness to ensure you were able to get your hands on one of the few copies
they stocked. The mere thought of getting shut out produced a high level of panicked
motivation – knowing if you failed, your world would quickly dissolve into a mind-
numbing month-and-a-half-long dreary disaster!

But, oh the exhilaration that ensued upon successfully securing that newest copy of
MAD; ecstatic with the knowledge you were about to embark on a uniquely delirious and
euphoric adventure! With iconic MAD mascot, Alfred E. Neuman on the cover, they
poked fun at anything and everything going on around the world. Absolutely nothing
escaped the laser-like focus of MAD! Once inside that cover – where to go first? Spy vs.
Spy? The Lighter Side of…? Drawn Out Dramas? MAD About the Movies / TV? The
Shadow Knows? Or should I just make a beeline to nearly every MAD fan’s favorite –
the MAD Fold-In on the inside back cover?

Beyond its comedic value, MAD Magazine also tackled serious themes with a nuanced
approach. From the anxieties of the Cold War, consumerism, and media manipulation,
their wit often carried a profound social commentary, as well.

Upon first hearing The Norman Rockwell Museum would be playing host to a 4 ½ month
long exhibition titled, “What, Me Worry? The Art & Humor of MAD Magazine”, I
admittedly wasn’t quite sure what to think.

A Mad Magazine exhibit at The Norman Rockwell Museum? Really??
On one side, Norman Rockwell’s art focused on storytelling through images that often
celebrated American ideals and everyday life, presenting an aspirational vision of
community and family values.

While on the other, MAD Magazine famously used parody to undermine societal norms
while lampooning globally-famous personalities – deliberately subverting the
conventional through its irreverent humor, challenging their audience to reconsider
prevailing attitudes and beliefs.

I could hardly wait to experience this unique juxtaposition for myself!
As a cultural sensation that has shaped comedic perception for generations, utilizing
satire and biting commentary, MAD Magazine remains to this day a beloved icon of
American humor. Upon entering the exhibit, visitors are greeted with a playful display of
MAD Magazine covers, spanning their decades of publication. Each cover, a testament
to their ability to mock social convention, political figures and popular trends with their
razor-sharp wit. The exhibit effectively captures the essence of MAD Magazine, as a
mirror reflecting the absurdities of contemporary life, while also serving as a time
capsule of humor from the 1950’s to the present day. Overall, there is a selection of
more than 250 original illustrations, artwork and cartoons gathered from artists and
collectors that are on display in this show.

As you explore the museum, you are taken on a chronological journey through the
magazine’s evolution from its humble origins in 1952 as a comic book (Tales Calculated
to Drive You MAD! – Humor in a Jugular Vein), to its transformation to the more
commonly known full-fledged magazine format which began with issue # 24, in 1955.
This ultimately led to a major behind-the-scenes change with the departure of one of its
founders and editor, Harvey Kurtzman in 1956; culminated by the arrival of new editor
Al Feldstein. This move was monumental as Feldstein swiftly brought on board major
contributors such as Don Martin, Mort Drucker, Frank Jacobs and Dave Berg.

However, the most impactful difference MAD’s conversion to the larger-sized magazine
brought, was the introduction of Alfred E. Neuman, the “legendary face” of MAD, with
his ever-present, defiantly nonchalant motto, “What, Me Worry?”

During this incarnation of MAD, their circulation quadrupled, while their related-product
marketing exploded. Displayed at the show is everything from Alfred E. Neuman dolls
(modeled after and resembling the once-famous Howdy Doody); hand puppets;
Halloween masks; board games; record albums; plastic model kits; MAD prize punch-
cards; Spy vs. Spy Action Figures; ‘Vote MAD’ bumper stickers, posters and pins,
alongside a diverse selection of other items.

Placed throughout the museum are a few short documentary-style displays engaging
visitors of all ages. Lasting approximately 10-20 minutes each, playing on a continuous
loop, they feature stories and commentary from many of the MAD creative forces (AKA,
“The Usual Gang of Idiots”); the geniuses behind this cultural phenomenon. Make sure
you take time to view them as they are incredibly informative, as well as being quite
humorous.

The most popular interactive display was the one featuring MAD Fold-Ins, which were
laid-out on a large interactive touch screen allowing you to peruse an abundance of
options. The screen displays full-sized replications of the unfolded “fold-ins” – then, at
the push of a button, it magically resolves to the fold-in’s solution. I could have stayed
and played with this for hours – but it was one item where there always seemed to be a
line behind me. Honestly, it was as much fun to watch others while they played and
marveled at the outcome of each fold-in.

As a special treat, on Saturdays from 11 am – 4 pm, the museum offers visitors the
opportunity to make their own art with a feature titled, “Totally MAD! Artmaking
Activities”. This once-a-week program encourages participants to “make your own art”,
inspired by the creations and antics of MAD Magazine.
The Norman Rockwell Museum store contains a vast array of MAD-related items for you
to bring home and enjoy (including an excellent MAD Magazine-styled exhibit program).
In hindsight, regarding my initial thoughts on the mash-up on Norman Rockwell and
MAD Magazine, I was incredibly mistaken. The two meld together perfectly!

As the press release from The Norman Rockwell Museum regarding this exhibit aptly
states, “The scope of this contribution is equivalent, if different in tone and emphasis, to
the role of Norman Rockwell and other artists across decades of illustrations for The
Saturday Evening Post and other mainstream publications. If MAD’s subversive shake-
‘em-up values and viewpoints diverged from Rockwell’s warm and gently humorous
illustrations – as they almost always did – the impact of the magazine’s visual comedy
was no less profound. In its sly and seditious art and spirit, MAD was a counter-cultural
magazine that became ironically yet irrevocably, a cultural powerhouse”.

It is my view that this exhibit explores, and clearly displays how the magazine influenced
public discourse by challenging conventional narratives, while encouraging critical
thinking.

“What, Me Worry? The Art and Humor of MAD Magazine” – Exhibit On Display through
October 27, 2024 – For Museum Hours, Please Visit their Website at: NRM.org