This week
there has been a flurry of online activity centred on the new Gillette advert
which tackles toxic masculinity in an emerging me too world.
The brand spun
their famous tagline ‘The Best a Man Can Get’ to ‘The Best Men Can Be’-
confronting men’s complicity within the current and normalised epidemic of
harassment and abuse perpetrated against all genders.
Some
reactions have been positive, but for the most part, this film has sparked an
angry and frankly startling reaction that I felt was worthy of analysis.
First and
foremost I took myself away and watched this supposedly horrific condemnation
of the entire male species. What I found was a truthful depiction of erroneous
actions which some men and
boys, emphasis on the some, are most definitely guilty of.
These
include online bullying (arguably not simply enacted by men and boys, but an
example of an action which spans genders) and the catch all saying ‘Boys Will
Be Boys’ which in lots of cases, excuses young men of virtually anything.
The film
also exemplifies the blatant sexual harassment and objection of women for
comedic or sexual gratification and the phenomenon of mansplaining which needs
no introduction as I’m sure someone else may have a better understanding of it.
In response,
many men have announced their plans to boycott the brand in favour of one I'm
sure will be less political and confronting.
It’s a
wonder that the King of male toxicity has yet to enter the fray on this
subject, but I’m aware that he is probably too busy digesting his McDonalds
(although I’m sure a Presidential twitter storm is bound to erupt at some point
once this post is live).
What strikes
me as ironic is that this furious reaction from men (again to reiterate this is
not all men but a large quantity) online is exactly what this advert is hoping
to deter. If you are unutterably appalled by the blunt and true reflection of
male toxicity in this advert, then maybe you are part of the problem?
What I can't
deny is that this message is touted by a large, capitalist brand who are making
money regardless of whether the message is praised or abused. A brand that I
don’t particularly support due to their promotion of sexist viewpoints through
their female razors marketed with oh so feminine names which will set me back
far more than my male counterparts- but that is a separate issue for another
time.
The blame should
also not be fully on men. Women can raise sexist children and can often
encourage sexist behaviour largely because this is what they have grown up with
and are accustomed to dealing with, a factor which I feel is not always
examined.
However,
Gillette has undeniably opened the conversation about important issues.
Gillette does not hate all men as is currently cited online. They are putting
the onus on men something which is so often ignored by print media and at home.
Women should not be the only people to fight for equality and the right to feel
safe or want their children to grow up respecting themselves and those around
them. This should be a collective fight.
If a large
brand with a large platform is vilified for making such statements, then who
can? These truths need to be discussed publically instead of pushed under the
carpet as simply the way things are. But, boys will be boys and I, for one, am
tired of waiting for them to grow up and accept the realities of life as we
know it.
