Watching fragile men freak out over a Gillette ad

January 17, 2019

I’ve never been a big fan of Gillette razors. Gillette is owned by Proctor & Gamble, one of the least-socially responsible mega-corporations and I remember boycotting them in the 1980s over their commitment to animal testing. So imagine my surprise this week to learn that Gillette was launching an awareness campaign called The Best Men Can Be that acknowledged the issue of toxic masculinity. What wasn’t surprising was the backlash from snowflake “macho” men who saw the corporation trying to dismantle maleness itself.

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The ad for the campaign aired this week and it’s powerful, linking the issues of bullying and sexual harassment to the type of “boys will be boys” masculinity that for too long has gone unchecked. And when it is checked, for just one minute and 48 seconds, a lot of bros simply freak out, swearing they will never buy a Gillette product again. These men fall into three categories.

  1. Misogynists who think it is their (male) God-given right to harass women and bully boys and men they view as less “manly.”
  2. Men who think the term “toxic masculinity” refers to all forms of masculinity. (As I’ve written, masculinity isn’t toxic. Toxic masculinity is.)
  3. Men who don’t understand that gender is something that we learn. We learn different definitions of masculinity at different times in history and in different places in the world. Masculinity has very little to do with having a penis.

When gauging the freak out, you see plenty of all three types of men. They’ve already made response videos, which I can’t stomach to watch. And I’ve given up on trying to educate these men in the comments section on the YouTube video. They are in full defense mode, many hilariously claiming the Gillette is a “Marxist corporation.” Seriously.

Here are a few of the prize-winners just from today:

Gillette the gayest a man can get – kdubs_r

Legal system: Innocent until proven guilty. Gillette: Men, guilty until proven innocent. – Nathan Drake

You do know that feminists are quite proud to not shave right? – Ben Haworth

“Because the boys watching today will be the women of tomorrow ” – Taffe M

It’s Toxic Irresponsibility. Not toxic masculinity. Why would you inject gender into this? The fight is against social irresponsibility. There are just as many irresponsible women in society as there are men. Why is the tip of the spear pointed only at men here? – Nic 9Volt

And my favorite;

Men account for around 80% of suicides. Men are most likely to fall victim to violent crimes. Men work the most dangerous jobs. More men die on the front lines of war/ Men have shorter life spans. GTFO of here with your social justice propaganda this is not a man’s world in the slightest – Mickey Rourke

Mickey just made the case that toxic masculinity is killing men without even knowing it!

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I have a feeling that someone at Fox News or some alt right website told their mob of triggered bros to flood the comment section, because, it’s pretty hilarious/sad. Maybe I live in a Portland bubble where most men know there are many ways of doing masculinity that don’t include beating up “sissys,” harassing women, of going on shooting sprees for that matter. These mouth breathers seem to think Gillette is describing ALL MEN. Maybe they missed former NFL player and male feminist (and TV hunk) Terry Crews in the ad saying “Men need to hold other men accountable.”

The first category of men, the committed misogynists, are going to see what they want to see in this commercial. They’ve labeled it “anti-man,” “anti-white,” and “anti-American.” They are committed to their inherited rights to have their authority remain unchallenged and will be in high attack mode to prevent a woman from being elected in 2020. (Several of the negative comments on YouTube reference doughy rich boy Donald Trump as the paragon of masculinity.)

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The other two categories can be reached through education. Why is violent crime overwhelming committed by men? Toxic masculinity, but there are scores of men who model other forms of masculinity that resists the harm men do to themselves and others because “boys will be boys.” Where does this toxic masculinity come from? We learn it at an early age when we learn that “boys don’t cry” and you show a girl that you like her by punching her. If there was ever a time for a sociologist it’s right now!

This is the message that I’ve been sharing with my students for nearly thirty years. We can construct gender any way we want. I’ve been a stay-at-home dad and I love Marvel superhero movies. This week I called out a guy on Facebook for referring to a female elected member of congress as a “bimbo.” Another guy, a rather well-known former cop named CW Jenson, claimed that I must have “burned my man card.” I told him I proudly burned it in college. “It’s called growing up,” I said. I’m just as much of a man as Mr. TV Cop.

Terry Crews is right. It’s up to boys and men to shut this shit down whenever and wherever it appears, on Facebook and in the office. I was walking Cozy past a schoolyard to the park recently and two middle school boys were beating up a third. I broke it up but where were the teachers? Boys will be boys? Silence is permission and it’s time to get loud. THAT IS NOT COOL!

It’s not surprising to see the Old Boys Club freak out over the Gillette ad. The writing is on the wall. The times they are-a-changing. And the genie is out of the bottle. Women are holding a mirror up to men’s faces and they don’t like what they see. Some men will change. Others will just try to smash the mirror. As Gloria Steinem recently told me, the moment when a woman is most at risk of being murdered by her abuser is when she finally tries to escape him. The abusers are fighting hard as we try to break free. I hope efforts like this will mean my daughter will be safer than my wife is and my mother was. In the meantime, I think I need a shave. Know any good razor companies?

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