2019/01/19: What do I feel when I watch it?
Nothing really. Neutral. Slight positive because it lifts some issues such as bullying and sexual harassment. Slight disgust at capitalist opportunism disguised as idealism. Thinking I’ve seen all of the situations in the ad and do recognize that most men in most situations do indeed not stand up and call folks out. Still it all comes out a bit silly, as commercials generally do.
To the offended party: I think you’re all wrong, folks. And I think that your reaction says more about yourselves than about the commercial. I think you are exact equivalents of the non-constructive, bitter, bitchy kinds of feminists and anti-racists whose toes are always perpetually stepped upon by one wrong word, some naked skin, one commercial or another.
I’m calling you out, guys: you’re being over-sensitive. You’re taking part in a silly hysteria.
I am only comfortable with a postfeminist position *if* it successfully transcends and includes feminism – in particular the undeniable and empirical aspects of inequality and relations between the genders. Otherwise it isn’t real postfeminism. The proof that the folks offended by the ad weren’t true postfeminists? None of them bothered to check if the world actually *does* work according to the assumptions of this ad. Which it does. More proof? Their message is indistinguishable from that of the classical conservatives. How much is this post-anything? And how much is it simply social conservatism? Nothing wrong with it, but that’s what it is.
I want us to move towards a “neomasculist” position, one that *is* tough and manly but is still friends with feminism. One that doesn’t get “offended” at every corner, isn’t over-sensitive. One that lifts itself, by virtue of character and understanding, above the trench wars of the gender issues and identity politics at large. One that lands in a paradigm of emotional and sexual development.
Feminism and masculism need one another. They are two sides of the same equation.