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Although the Super Bowl was a few weeks ago, I'm still upset about the ads.
Sure, I knew it'd be full of sexist crap, that's what they always do.
But the number of ads including this call to return "masculinity" and "taking back the pants" was just down right astonishing. Where did this come from?
Perhaps the ad industry has discovered that women are more likely to be educated and work outside the home, therefore changing the 50 year old plus dynamic of the male being the breakwinner and thus making independent women who can make their own way in the world.
Supposidly this is a bad thing? Obviously, as a feminist, I think this is awesome, but why the call for bringing back the 1950s?
Sure, it's the Super Bowl. This is supposed to be the ultimate bro day. The day where "men can be men" (whatever that is), and can stuff their face with chicken wings and beer to their heart's content.
Of course, millions of women watch the Super Bowl too, but ya know, we're only there because we have to be, and quite frankly have no interest in/ have no knowledge of the game. Of course.
But this standard isn't only sexist against women, it's sexist against men. By keeping the old status quo in what "men should be", it's seriously f***ing with men. Men aren't allowed to get away with much considered effeminate, such as paying attention to how they look, because nothing is worse than being called, in essence, a girl. One of the worst things you can call a guy is a "p***y", "lady", and even calling him a girls' name.
We need to change the status quo of what masculinity is and empower men to be proud of who they are, regardless of whether they love sports or love getting their nails done.
(Here's an awesome spoof ad to the Dodge Charger commercial, just because it's awesome.)
I think the big challenge here is convincing these major advertisers that anti-feminist marketing isn't in their interest. Product boycotts, Op-Eds in traditional media and the blogosphere, and consumer-to-company call-in campaigns are all pressure tactics that we might put on the table. Ultimately, though, this work isn't going to be easy.
Thanks again for sharing your perspective!
Also, I definitely agree with you that "masculinity" is harmful to both men and women. It's really a topic/idea that I want to read more about. Can anybody recommend any good books on it?