Bonobos Launches #EvolvetheDefinition to Redefine Masculinity
Men's clothing line Bonobos thinks the word "masculinity" is too narrow. Toxic masculinity being the leading cause of overweight/underweight guys having their heads shoved in toilets (see University of Texas Views ‘Toxic Masculinity’ as Mental Health Problem and NBC News Claims ‘Toxic Masculinity’ is Making Men Feel Isolated). There are many different ways to be a man. So they want to #EvolveTheDefinition.
The left is getting near impossible to lampoon. But we'll do our best after this video.
If you search for “masculine,” it is defined by having qualities traditionally associated with men, especially strength and aggressiveness. The synonyms paint a toxic picture of men: macho, powerful, red-blooded, vigorous. That limited definition is a problem. Instead of asking men to fit into a preconceived notion of “being a man,” let’s #EvolveTheDefinition of masculine and create a world where every man fits.
I knew clothes can be made of hemp. I'm surprised clothes can be sewn from soy and feelings.
Now, to the words. I can also search for "masculine" and see it's an adjective.
Ergo a descriptor. Ergo one needn't be masculine to be a man. Let me explain.
If one says a man is "masculine" that descriptor means some men are not masculine. By definition. Because one needn't be "masculine" to be a man. To be "male" one needs a Y-chromosome, thus coming equipped with male parts. Like a swinging John Thomas and refusing to ask for directions. A man can headline the Spindly Ballet, adorn his dressing room with Anne Geddes posters. He can claim his favorite show is The Real Housewives. He can cry when his nieces send him Christmas cards. He is still a man. He's just not a masculine one. And that's okay.
Then there's a tall, strapping man with broad shoulders. He wears power suits to work. He has a deep voice, and when he speaks, everyone listens. Including the ladies. Who can't seem to get enough of him. This man adorns his office with his awards. His favorite TV show is forgoing the TV to hit the gym after work. He never skips leg day. He may or may not cry when his nieces send him Christmas cards. He's secure enough in his masculinity to do whatever he wants. Because he's a masculine man. And that's okay.
An observation from Courtney: men who are not masculine wish they were, and drag down men who are. So this ad campaign above is nothing but men who do not "identify" as masculine and thus seek to redefine the term so they fit within it. It's classic liberalism. Change the term to be more inclusive, rather than men becoming more masculine (they all can) to fit the term.