Conversation

Aella
@Aella_Girl
That recent Gilette ad is fascinating and reveals what feels like culture's collective confusion over what gender is supposed to be. The ad starts by showing a sequence of 'bad' masculine actions - boys fighting, guys catcalling women, or shaming each other for crying. (Cont-)
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Aella
@Aella_Girl
It also features lots of men treating women badly - mansplaining, slapping them on the ass, etc. The message seems to be clear: It's bad to expect men to be strong or present as aggressive or dominant over women. We then move onto Gillette's vision of "The best men can be" (cont)
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Aella
@Aella_Girl
The "best men can be" is summarized by the following shots: 1. "Men need to hold other men accountable" 2. A man tells a woman to smile. Another man gets between them and says "cmon" 3. A man catcalls a woman. Another man gets in front of him and says "not cool" (cont)
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Aella
@Aella_Girl
4. A father with his son breaks up a fight 5. A man resolving a fight peacefully 6. A father teaching his daughter to say "I am strong" 7. A father breaking up a fight between boys
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Aella
@Aella_Girl
This list is Gilette's example of how men 'should' behave. In this list, three (four?) feature men in the role of "protector of women" - that a man's job is to protect a woman from other men. Another two feature men using their physical strength to stop fights. (cont)
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Aella
@Aella_Girl
Only one shot on this list features something that seems feminine - peacefully resolving a fight. Gillette tells us it's bad when men show dominance over women, but then show shots of men acting as protector for women implicitly too weak to do it themselves
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Aella
@Aella_Girl
Gillette isn't truly challenging masculinity, it's just redirecting it - it still uses the appeal to strength, power, and physical intimidation as being inherent to maleness - "Men need to hold other men accountable." It's stroking the war game urge in a socially acceptable way.
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Aella
@Aella_Girl
Replying to
@StephenPiment
I don't mind that - ads, especially ones from established companies, seem to me to be an incredible compass for the pulse of society. Big companies are soulless, they will do literally anything they think will sell a product, and their message is based on tons of market research.
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Show replies
Sergio.
@No_ser_
Replying to
@Aella_Girl
Yeah but it's still a male-focused product, and I think that the ad was made from the masculine perspective of the problem. It is a very good way to show men what's the problem and become to deconstruct, maybe. But people love to criticize for no reason, from both sides.
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signalfocus
@Signalfocus
Replying to
@Aella_Girl
That is the popular narrative, even in trying to convey a less toxic version of maleness even this slight adjustment has been met with vitriol There is so much wrong with American culture surrounding what it means to be a Male, and how to interact to and relate with the world.
Adam J
@eros_wind
Replying to
@Aella_Girl
Yes the focus of this is males interacting with males, which can be an ok focus for one discussion among many. Do you think showing something like a moment where a woman standing up for herself to a situation and the man merely giving quiet and present support would work better?