Ricochet is the best place on the internet to discuss the issues of the day, either through commenting on posts or writing your own for our active and dynamic community in a fully moderated environment. In addition, the Ricochet Audio Network offers over 50 original podcasts with new episodes released every day.
Gillette Is Not Wrong
Is the new Gillette razor ad a radical feminist attack on masculinity – the commercial embodiment of a woke sensibility? I was prepared to think so. But having watched it twice, I find a lot to like. The ad has been panned by some conservative commentators. With all due respect, I think they are falling into a trap. They seem to have accepted the feminist framing. Feminists see culture as a Manichean struggle. It’s women versus men. Women are benign and men are malign. For society to progress, men must change. We must extirpate “toxic masculinity.”
Understandably, this rubs conservatives the wrong way. I’ve risen to the defense of masculinity many times myself. But is the Gillette ad really “the product of mainstream radicalized feminism—and emblematic of Cultural Marxism,” as Turning Point USA’s Candace Owen put it? Is it part of “a war on masculinity in America,” as Todd Starnes argued on Fox News?
Conservatives stripping off their coats to get into this brawl are like the man who, seeing a barfight unfold, asks “Is this a private quarrel or can anyone join in?”
Let’s figure out what the fight is about before taking sides.
There were a couple of undercurrents in the Gillette ad that suggested feminist influence – the term “toxic masculinity” should itself be toxic – but overall, the ad is pretty tame, even valuable. I have no idea if it’s the best way to sell razors, but as social commentary, it’s not offensive. “The Best Men Can Be” begins by showing men looking the other way as boys fight, shrugging “boys will be boys.” It shows men laughing at a comedy portraying a lout pantomiming a lunge at a woman’s behind. It shows kids teasing a boy for being a “freak” or a “sissy.” These are followed by more uplifting images of men breaking up fights, interfering with men who are harassing women, and being loving fathers to daughters. We hear a quote from former NFL star Terry Crews, saying “Men need to hold other men accountable.” These images didn’t strike me as a reproof of masculinity per se, but rather as a critique of bullying, boorishness, and sexual misconduct.
By reflexively rushing to defend men in this context, some conservatives have run smack into an irony. Imaging themselves to be men’s champions, they are actually defending behavior, like sexual harassment and bullying, that a generation or two ago conservatives were the ones condemning. Sexual license, crude language, and retreat from personal responsibility were the hallmarks of the left. It was to epate la bourgeoisie that leftists chanted “Up against the wall, [expletive]” on college campuses. Liberals were the crowd saying “Let it all hang out,” “If it feels good, do it,” and “chaste makes waste.” Feminists were the ones eyeing daggers at men who held chairs or doors for them, and insisting that a “woman needs a man like a fish needs a bicycle.”
The left won that cultural battle. Standards of conduct for both sexes went out the window. Whereas men had once been raised to behave themselves in front of women — “Watch your language, there are ladies present” – they were instead invited to believe that women deserved no special consideration at all.
As I’ve written many times, the MeToo movement may conceive of itself as a protest of “traditional masculinity,” but that’s only because memories are short. It’s actually a protest against the libertine culture the sexual revolution ushered in. Some men are behaving really badly – harassing women, bullying each other, and failing in their family responsibilities. Some women are too, though the MeToo movement doesn’t acknowledge that aspect of things. But these behaviors are not “traditional.” They’ve always existed, of course, but they went mainstream with the counterculture, which is now the culture. In any case, everyone, left and right, who values decent behavior should be able to agree that encouraging men to be non-violent, polite, and respectful is not anti-male. It’s just civilized.
Conservatives should applaud that aspect of the Gillette message. Progressives, in turn, should grapple with the overwhelming evidence that the best way to raise honorable men is with two parents. We may wish it were otherwise, but fathers — as disciplinarians, role models, and loving husbands — are key to rearing happy, healthy, and responsible sons, as well as self-confident, happy, and high-achieving daughters.
That’s the cultural reform we so badly need. Any corporate volunteers? Apple? Google?
Published in Culture
Once again, I find out I’m late to the outrage party. You guys really are letting me down. I’m supposed to be outraged by red cups and dancing videos and now razor commercials. I’m really upset that I was not alerted so I could be appropriately angry.
See, this is why I don’t watch TV.
Well, who likes red?
I fail to see how I’m falling into a trap. No one is condoning the bad behavior. We’re complaining that the premise of the commercial generalizes the bad behavior across all men and implies it’s a masculinity thing. If anything you and Mona are falling into a trap. You’ve accepted the premise, a premise which is slander against men.
Here. Brian Watt posted it in another thread:
No, it looks like they are trying to lecture as well. Not even sure I understand what their point is though . . .
Grow.
A.
Beard.
Schick must have loved that Gillette ad: “Look at the windfall we just got!” “-)
Surprise: Genius behind man-hating Gillette ad is a radical feminist
Gimme a sec, I’ve got my shocked face around here somewhere…
Where can I find apolitical razor blades?
So far I’m looking at Schick. Maybe I’ll have to get a straight razor, though.
I’m so P.O.’ed at Gillette, that I’m tempted to pack up all my razors and mail them back to them, but I don’t like wasting money. I’ll use up what I have, but I’m definitely switching — to somebody else.
Hey, maybe this is a good business opportunity.
Mona,
How very nice your sentiments. Now let’s discuss the reality. This is an AD to sell a product not a cultural education program from Chairman Mao’s red guard. The idea that you would highjack this and preach a magical wishful thinking adjustment of male behavior, benign or not, is amazingly stupid. Gillette sales, already weak, will go through the floor. That will be the net result.
Although I don’t approve of the tactics of the “Yellow Vests” in France, I certainly understand them. Already economically pushed with disgustingly high gasoline prices they were being forced to accept a very large and stupid additional tax by people who are so scientific I doubt they could change the batteries in a flashlight much less understand what it takes to confirm a global warming hypothesis. Guess what Mona, the Yellow Vests got angry!!!
The current difference in wages between men and woman is completely explained by the difference in career choices made. In reality, women are being paid more than men early in their careers before women’s life choices nullify the unfair advantage. Men are being ground down and lied about from every corner of the left wing MSM, Government Bureaucracy, Entertainment Industry, and now Madison Avenue. This little bit of glorious idiocy will be just one more provocation.
Yes, Mona, what this all adds up to is that men aren’t going to be changing their behavior but sooner or later they will be getting very very angry and justly so.
Regards,
Jim
Mona, conservative podcasts survive on money from Harry’s and Dollar Shave Club.
What are you trying to do?
…
Todd Feinburg from The Harvard Lunch Club podcast had a great take that Gillette is basically trying to paint their customers as evil and men as defective and then asking for these evil defective women (formerly known as men) to buy their product to shave off this last remnant (non-Jonah Remnant) of masculinity off.
https://www.smallflower.com/men/refill-blades
FWIW, I’ve been using these for about a year now and have been pretty happy with them:
https://www.dorcousa.com
This is the company that supplies Dollar Shave Club’s razors; might as well go right to the source and not worry about subscriptions. They have sales, coupons, and free shipping offers all the time, so they’re generally even cheaper than the prices shown on their site.
I have no idea what their politics are, but I’ve yet to see them talk about anything other than their blades, so that’s a good start :-)
This guy:
This ad got me thinking in a way I never have before.
That is to say, I had never given much thought to shaving alternatives. I got a Gillette Trac II in a “welcome to college” pack many, many years ago and that has been good enough. I find the whole process pretty simple and not worth thinking about. (I’m also not the hairiest man in the world.) That all changed yesterday. Here is what I have learned from the very reliable sources on the internet.
Steve Green (among others) assures me that the best shaves are had from an old fashioned safety razor and among the best is the Merkur Futur adjustable. Unfortunately, it’s expensive. There is a clone called the Qshave (aka Ming Shi) for a quarter the price. It is good, but not as good, especially at the low settings. Once you have a safety razor, good blades a $0.10 each. Premium blades are $0.25.
Harry’s makes quality razors but has about the same attitudes towards men as Gillette (though they are evolving rapidly in the past two days :-). Schick is cheaper and available at your local store. Dollar Shave is also cheap and, like Schick, sells razors, not indulgences. It also sends you many helpful e-mails. Dorco sells (according to that one guy on the internet) the same razors without the club for about $1-2 per cartridge.
Supposedly, when you learn how to use a safety razor you need to allot 10 minutes per shave until you get the hang of it, but you save one hell of a lot of money.
Kurt Schlichter (I don’t really know him) has a great piece at Townhall on this issue titled, “We Need To Retoxify Masculinity.” A couple of quick excerpts:
And
It’s worth reading. His piece is the very opposite of Mona’s.
The best commentary I have read about this ad comes from the Blogfather, Glen Reynolds of Instapundit:
A question for Mona: Since you appear to be good with the message of the Gillette ad would you be good with the three examples of advertisements Instapundit gives? Why or why not?
Straight razors are great. They practically last forever and they make nasty weapons in a pinch.
Perhaps, but there’s a really good reason people don’t use them very much. They are difficult to use and easy to cut yourself with. I don’t start the stove by rubbing two sticks, either.
Steve Green is a good guy, and I’ve been agreeeing with him for nearly 20 years. But he has ever been a bit pre-occupied with shaving. I wouldn’t take shaving advice from him. He really spends too much time thinking about it! :)
Kind of like Nike and the Kaepernick thing. “Hey, look at us!” is a great advertising ploy. However, I think the long run will prove overwise . . .
Dollar Shave, as I noticed yesterday, puts stuff like this on its Twitter Feed.
Dollar Shave Club, you have my attention!