We Believe: The Best Men Can Be
How Gillette's controversial commercial has created change
Content
Topic 1
- A commercial depicting men being in or viewing traditional hyper-masculine situations
- "Boys will be boys" mantra
- Ogling at the bodies of women
- Speaking over women
- Voice over encourages a change in behavior, condemns toxic masculinity
- Shows men changing their behavior
- Rejecting the tropes of toxic masculinity
- eg. Speaking out against or refusing to engage in harassment
Toxic Masculinity (Hegemonic Masculinity)
- Asserts men as the dominant gender in society
- Values a hyper masculine image to "be a man"
- Practices and actions
- Harassment of women or feminine individuals
- Being dominant (speaking over women)
- Men must be "strong" emotionally
- Characteristics of violence and aggression seen as positive
- Creates a double standard between men and women
Stereotypes
- Points out the stereotypes of what men "should" be
- How detrimental they can be
- Explains how stereotypical behaviour of toxic masculinity is bad
- Encourages dismantling stereotypes
Topic 2
Labelling Theory
- First mentions the mantra "boys will be boys" as two boys fight for dominance
- Later, a man breaks free of the chant and asks the boys to stop
- Reognizing our language encourages behaviour
- By not labelling bevaiour of toxic masculinity and dismissing, discourages boys from thinking they should act that way
Topic 3
Identity Achievement and Diffusion
- Asks for men to be their 'best' not just for the current society, but future
- Shows young boys learning by observing the actions of adults / fathers
- Importance of young children forming an identity without toxic masculinity
- Adolscence
Topic 4
Paradigm Shift
- A masculine - oriented company takes on what masculinity is in this day and age
- Signals a paradigm shift
- Perpetuates a paradigm shift
- Leading by example
- Eliminates messaging encouraging old societal opinions (older commercials and their messaging)
Topic 5