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Praise for Gillette\u2019s #MeToo ad on 'toxic masculinity'

What is the opposite of toxic masculinity? I would suggest it is what Ray Rigoglioso refers to as \u201cauthentic masculinity\u201d in his book, Gay Men and The New Way Forward, which is a balancing intelligence of the masculine and feminine energies or characteristics in gay men \u2013 but something I believe gay men can gift to the word, especially straight men.

Earlier this week, Gillette released a video that has garnered both praise and toxic, abusive responses. Watch the video, \u201cWe Believe: The Best Men Can Be\u201d:

https://youtu.be/koPmuEyP3a0

Gillette is taking a stand with their project, The Best Men Can Be, stating that,

\u201cIt\u2019s time we acknowledge that brands, like ours, play a role in influencing culture. And as a company that encourages men to be their best, we have a responsibility to make sure we are promoting positive, attainable, inclusive and healthy versions of what it means to be a man.\u201d

\u201cFrom today on, we pledge to actively challenge the stereotypes and expectations of what it means to be a man everywhere you see Gillette. In the ads we run, the images we publish to social media, the words we choose, and so much more.\u201d

No doubt Gillette wants to capture a greater market, and there\u2019s nothing wrong with that. They risk offending many \u201cmanly men\u201d, who are acting childish, illogical, and like someone has taken away their favourite toy. The critics are up in arms, trying to defend their way of life, blind to the irony of their own toxic indignation.

I for one will be keeping an eye on Gillette to see if they hold up to their promise of \u201cpromoting positive, attainable, inclusive and healthy versions of what it means to be a man.\u201d

Piers Morgan tweeted his lack of understanding,

https://twitter.com/piersmorgan/status/1084891133757587456

I felt I\u2019d offer my thoughts in a helpful way,

https://twitter.com/DarrenStehle/status/1085131082758971393

What\u2019s much worse is the likes of James Woods who exhibits tremendous fear of change, of free thought, and the remotest possibility of equality and women\u2019s rights:

https://twitter.com/RealJamesWoods/status/1085288054820990976

https://twitter.com/RealJamesWoods/status/1084956056218812416

If boys are to grow up to be healthy, emotionally balanced men, and secure in their individuality as human beings, they won\u2019t want to model James Woods for authentic masculinity! Modelling Woods will only lead to fearing the feminine, promoting and condoning oppression and violence in all its negative and toxic forms.

Where does toxicity masculinity orignate?

Far too many young boys are taught to \u201csuck it up\u201d, to \u201cact like a man\u201d, or to \u201cstop crying like a little girl\u201d while they are growing up. They are taught that expressing weakness in any form \u2013 physical or emotional \u2013 is akin to being a sissy or like one of the girls. They are forced to suppress their emotions, literally having to keep their feelings in the closet.

This is similar to gay men who have experienced living in the closet for years. We had to suppress our authentic identity before finally coming out. When you can\u2019t fully express your truth it eats away at your soul and makes you toxic. This is why finally coming out is a release and a period of healing. For straight men who are taught to suppress basic human emotions in order to \u201cbe a man\u201d, over time this \u201cstraight-closet\u201d can manifest as toxic \u2013 a bile of pent-up emotions that comes out as rage, fear of the other, aggression and defensiveness.

Links mentioned

Gillette #MeToo ad on 'toxic masculinity' gets praise \u2013 and abuse

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