Copyright: Maksim Harshchankou/123RF Stock Photo
In case you’ve been living under a rock, Gillette recently released a new commercial that is largely a commentary on masculinity and modern manhood. When I first watched the short film, I felt tears well up. I felt a sense of relief. It felt like a sign of momentum for a movement that I am invested in. A year ago, I wrote an article warning the hopeful that ‘if men stay silent, this movement will end’. So I see this ad as a sign of men breaking the silence…a sign of progress.
As it goes, all social progress is met with some backlash. But backlash to this campaign? I was truly shocked. Why would anyone interpret this as an attackon manhood, men, or even masculinity? The boys are not playing with Barbies. The men are not staying home baking while their wives control them. This commercial features men being quite masculine. The men in the Gillette ad are using their power, strength, and assertiveness to call other men out who are being disrespectful or worse. It is encouraging the many men who step up instead of turn a blind eye to violence and bullying. This action takes courage, leadership, and decisiveness….all masculine qualities that we love! In academia, we call this active bystander behavior, which is one of the only factors that have been shown to reduce instances of sexual assault and harassment.
About this Blog:
I'm here to help us discuss sexuality, gender, and media by integrating information from academic and mainstream sources. I hope this resource produces more sexually competent people who raise sexually competent kids.