How 'Maude' Challenged Social Norms With Groundbreaking Storylines

In November 1972, Norman Lear's sitcom Maude broke new ground. In two episodes titled "Maude's Dilemma," the character of Maude, played by Bea Arthur, learns that she’s pregnant at the age of 47. After grappling with her choices, she decides to terminate the pregnancy. These lauded episodes, which forthrightly addressed the subject of abortion, boosted the show’s ratings but also resulted in backlash and protest that affected TV for years. "We knew some people would be upset," Lear told Entertainment Weekly in 1993, "but we had no idea of the conflagration that did follow."

The Storyline's Origin and Contest Background

In 1972, a prize for comedies aimed at addressing the topic of population control led the writers of Maude to consider episodes about vasectomies. However, the idea evolved into a late-in-life pregnancy and abortion storyline. Initially, the pregnant character was meant to be Maude's best friend. After reading a draft of the script, Lear, the show’s executive producer and creator, decided that it needed to be Maude herself, a 47-year-old woman with an adult daughter and grandson. Lear explained, "I realized the only way to engage the audience’s interest was to let Maude get pregnant."

This decision was significant because it showcased a character who would face such a profound personal dilemma. Lear understood that Maude would be torn but ultimately realized that, given her age, she would choose not to have a child. This storyline was not just a plot device; it was a reflection of real societal issues regarding women’s rights and reproductive choices during that era.

Addressing Birth Control Choices and Feminism

The script, credited to writers Susan Harris, Austin Kalish, and Irma Kalish, tackled key issues surrounding Maude's birth control choices. For instance, her husband contemplates a vasectomy, while a friend questions why she isn't using the pill, to which Maude responds that it causes her migraines. Maude is portrayed as a feminist who supports legal abortion, but the show also illustrates her inner conflict.

During a pivotal conversation, Maude's daughter Carol (played by Adrienne Barbeau) attempts to change her mother’s perspective by stating, "When you were growing up, it was illegal, and it was dangerous and it was sinister. And you’ve never gotten over that. ...When you were young, abortion was a dirty word. It’s not any more." This exchange highlights the generational differences in attitudes towards abortion and women's rights, showcasing the cultural shift occurring in America.

Challenges Faced in Broadcasting the Episodes

Despite the evolving nature of the storyline, Lear faced significant challenges in getting the episodes aired. Although fictional pregnancies had been terminated illegally on daytime soap operas, a primetime show had never had a lead character consider and opt for an abortion. Maude was set in New York, where abortion had been legalized in 1970, but the landmark case Roe v. Wade wouldn’t change the legality of abortion throughout the United States until 1973. Lear noted, "Back then, abortion wasn’t something that was being discussed on television."

CBS, the network airing Maude, was cautious about the storyline. However, given Lear’s influence as a powerful producer, they didn’t entirely dismiss the concept. Instead, the network provided feedback, requesting that he include a character who could present an opposing viewpoint. This led Lear to introduce a pregnant friend of Maude's, who had four children and did not even consider abortion.

Initial Reception and Growing Protests

When the two episodes of "Maude's Dilemma" aired on November 14 and 21, 1972, some affiliates opted out of broadcasting the show. Despite this, Maude saw an increase in its audience, landing in the Top 10 TV ratings. However, the network received nearly 400 phone calls registering opposition after the airing. Lear remarked that initially, "relatively nothing happened."

As the reruns were scheduled for August 1973, opposition intensified when the religious right became aware of the show's return. Protests erupted, with demonstrators taking to the streets, even laying down in front of CBS executives’ cars. This shift in public sentiment marked a significant moment in television history, illustrating the power of media to instigate dialogue and controversy.

Impact of Audience Reaction and Legacy

Despite the backlash, CBS calculated that approximately 65 million viewers saw at least one of Maude's abortion episodes during its original run or reruns. Lear reflected in 2017, stating, "I wasn’t doing messages, but the writers and I were aware of what was happening up the street, what was in the papers, what we were experiencing in our own lives." The controversy surrounding these episodes did not hinder Maude from becoming a beloved and top-rated show for years, with notable fans like First Lady Betty Ford.

In retrospect, Lear viewed the opposition as "wasn’t ‘the American people’ speaking. It was a minority." However, the letters Arthur received prompted her to reconsider her character's storyline. She admitted in 1978, "The people who wrote to us were not cranks and crazies; they were genuinely interested in and felt sincerely about the right to life." This reflection showcases how art and media can challenge social norms and provoke thought, leading to lasting impacts on society.