By Todd Schoepflin
The phrase “boys will be boys” irritates me. It suggests an inevitable outcome; that no matter what happens in life, it’s in the nature of boys to behave a certain way. It goes against what I’ve learned and believe as a sociologist, and runs contrary to my own experiences and observations as a parent. The idea that “boys will be boys” grossly downplays the significance of how children are raised, and says nothing about social contexts and cultural influences.
Contemplating how our social environment shapes masculinity is something that occurs on a regular basis in sociology courses. It’s not the kind of content you’d expect to see depicted in a commercial for razors. But the recent “We Believe: The Best Men Can Be” Gillette advertisement critically addresses the subject of masculinity and got a lot of attention for doing so.
Near the beginning of the ad, we hear a voice ask, “Is this the best a man can get?” followed by images about bullying, sexual harassment, and mansplaining. A man pinches the butt of a woman on a sitcom set, and we hear the voice say “It’s been going on far too long. We can’t laugh it off. Making the same old excuses.”
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