With news breaking about the #metoo movement, the movement has brought up many questions about society. How to combat bystander effect, how to create a safer workplace environment but most importantly how do we as a society fight back on toxic masculinity. Gillette had some answers to that question. The safety razor and personal care company created an entire super bowl commercial dedicated on toxic masculinity. Just like the Nike ad with Colin Kaepernick, it left a lot of people divided.
According to the American Psychological Association, they defined toxic masculinity as “toxic masculinity is what can come of teaching boys that they can’t express emotion openly; that they have to be “tough all the time”; that anything other than that makes them “feminine” or weak.” Toxic masculinity is learned rather than built-in the minute boys are born. Boys and men learn toxic masculinity through society. These are standards boys and men face in order to prove their “masculinity.” These standards are taught to them through day to day activities from their relationships with family, friends, or romantic, to school, to pop culture.
In the two minute commercial, Gillette conveyed a powerful message on toxic masculinity. The commercial examined topics of bullying, catcalling, and what it means to be a “man.” Towards the end of the commercial, it challenges watchers to change the culture of masculinity. With any political/social stand any company takes, there is always going to be some backlash. Those who were not a fan of commercial, called out Gillette as insulting men and exaggerating toxic masculinity. However, there were people who praised the company for taking a stand and trying to change the culture. At the end of the day, Gillette got what they wanted. The company wanted to start a debate. They wanted people to start thinking and talking about if they have created a toxic environment for men.
References:
Salam, Maya. “What Is Toxic Masculinity?” The New York Times, The New York Times, 22 Jan. 2019, www.nytimes.com/2019/01/22/us/toxic-masculinity.html.