Gillette has joined the war on masculinity. Like Hollywood, academia and the news media, corporate America has become an unwitting ally of Cultural Marxism. (Most big corporations are merely witless.)
Gillette’s new ad (“We Believe”) – which sparked outrage far and wide – comes on the heels of a manifesto by the American Psychological Association charging that what it calls “toxic masculinity” is the social equivalent of the Bubonic Plague. Masculine traits “marked by stoicism, competitiveness, dominance and aggression” are a harmful mental disorder, the shrinks insist.
An article on Salon.com warns, “The three most destructive words a father or mother can tell a young son? ‘Be a man.'” The author must be stuck in the era of June and Ward Cleaver, when the expression last was used.
Accompanied by lurid images of men leering at women and kids getting pummeled on the playground, the ad advises, “To say the right thing, to act the right way. Some already are, in ways big and small. But some is not enough. Because the boys watching today will be the men of tomorrow” – unless they opt to change their gender.
This is not a plea for civility or decency. We all know men who behave like pigs, even if we don’t have major Democratic donors in our families.
Understandably, this has worsened as society has abandoned Judeo-Christian morality at the prompting of the left, which calls the natural male instinct to protect women “patriarchal.”
No, Gillette’s little homily is part of the drive by Cultural Marxists to deconstruct masculinity and the family.
Pop quiz: Where is a woman safer – in an inner-city neighborhood with a high proportion of males from fatherless families or at a father/daughter breakfast – at an ANTIFA demonstration or a MAGA rally?
The anti-male mob treats masculinity as a social disease contracted by what’s called “gender stereotyping.” Its symptoms include sexual harassment, assault, aggression and exploitation. The cure is indoctrination, gender-homogenizing and the Me-Too reign of terror.
The goal is to raise a generation of psychic castratos who shiver at the thought that they might be accused of casting a sideways glance at an attractive woman, and whose chief ambition in life is to have Oprah endorse a book they’ve written on the joys of living without testicles.
The new man is ubiquitous in movies and on television. (Hollywood is way ahead of Madison Avenue.) It presents an array of tentative, whiny, incompetent, uber-sensitive girly-men (perpetual adolescents) and tough-talking, aggressive, no-nonsense, self-sufficient females – kvetching men and kickboxing women.
These creatures have the romantic appeal of Pee-wee Herman in a pink tutu. It was young women in the 70s’ who popularized the expressions “wimp” and “loser” to describe the guys they met at bars and dismissed out of hand as potential boyfriend/husband material.
Psychologist Gad Saad explains: “Evolutionary psychologists have documented universal patterns of mating preferences that are invariant across time and place. In no culture ever studied have women repeatedly preferred to mate with pear-shaped, low-status, tepid men possessing high-pitched nasal voices…. Instead, women are attracted to ‘toxic masculine’ phenotypes that correlate with testosterone, and they are desirous of men who are socially dominant, who are strategically risk-taking in their behaviors, and who exhibit patterns of behaviors that will allow them to ascend the social hierarchy and defend their positions from encroachers. Of course, this does not imply that women are not (also) attracted to intelligent, sensitive, warm and compassionate men.”
The APA has this much right: Traditional masculinity is marked by courage, competitiveness, endurance and refusing to cry at the end of “An Affair to Remember.”
It wasn’t feminized males who built the Transcontinental Railroad, braved withering fire to wade ashore on D-Day or ran into the Twin Towers to save survivors on 9/11. Feminist iconoclast Camille Paglia writes, “If civilization had been left in female hands, we would still be living in grass huts.”
It’s not that the executives of Procter and Gamble (which owns Gillette) are Cultural Marxists. They’re merely virtue-signaling, “good corporate citizens,” who’ve learned that the culture rewards canaries that sing its tunes.
In the 1920s, when the proletariat refused to behave as Marx had predicted, Antonio Gramsci, Georg Lukacs and the Frankfurt School, decided they needed a new proletariat, one more amenable to radicalization, which would include racial and sexual minorities and women.
Herbert Marcuse brought the ideology to America, where it infected Saul Alinsky and his acolytes, like Hillary Clinton and Barack Obama.
According to Cultural Marxism, women (the neo-proletariat) are oppressed and exploited by men (the capitalists of this scenario). What’s called second-wave feminism is the revolutionary vanguard.
Gramsci said Cultural Marxism would succeed with a “long march through the institutions” of the culture, exactly what toxic feminism has done in academia (with Women’s Studies and inquisitions of males accused of inappropriate whatever) the courts (reinterpretation of Title IX, normalizing gender confusion, and punishing dissidents from the gender agenda), the executive branch (subsidizing abortion and contraception), and the news and entertainment media. Compare the lavish attention bestowed on last year’s Women’s March with the dog’s obituary afforded the annual March for Life.
The goal is to abolish the family (a bulwark against revolution), which only works with male defenders and women who nurture.
Feminists have created an increasingly dysfunctional society, as divorce and the failure to form families have robbed boys of role models and girls of male protectors. One reason so many teenaged boys from fatherless families join gangs is for an affirmation of masculinity they can’t get at home or from society.
Our society is plagued by toxic femininity. In Taylor Caldwell’s “Dialogues with the Devil,” Lucifer describes the modern women who are entering Hell as loud, obnoxious, angry and gaudy – in other words, a Women’s March sans pussy-hats. Damned though they are, the older female inhabitants of the nether regions (courtesans and such) recoil in horror at the spectacle.
The ugliness of some males has been weaponized to intimidate all men, and to destroy politically opportune targets.
The spectacle of a mob of Madame Defarges shouting “to the Guillotine!” as they besieged Republican Senators during the Kavanaugh confirmation hearings – all lovingly recorded by a sympathetic media – showed the raw power of these gender Jacobins.
“Toxic masculinity” is an attack on maleness and the family and a ploy of Cultural Marxism.
Gillette should know we expect a close shave from its product, not a razor burn from political correctness.
Don Feder is a former Boston Herald writer who is now a political/communications consultant. He also maintains a Facebook page.
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