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“The best men can be”: New configurations of masculinity in the Gillette ad “We believe”

In January 2019, the company Gillette released a short movie “We believe” as advertisement for the brand. In the ad, Gillette reframes their slogan from “the best a man can get” to “the best a man can be.” Connecting the video to the #MeToo movement and critiquing ‘toxic masculinity’, Gillette portrays a new, more responsible, gentle, empathetic masculinity for “the men of tomorrow.” In this article, we present and discuss theories and strands of masculinity studies, and we analyze how the short movie portrays contemporary masculinity vis-à-vis these theories. Our argument is that while Gillette’s short movie and similar branding movies appeal to social responsibility and might open for new and more inclusive masculinities, it does, however, at the same time reproduce the patriarchal organization of masculinity in which power and privilege run from man to man and leave women and children as objects. Furthermore, the recoding of masculinity from toxicity to empathy is framed as an individual choice within neoliberal logics

“The best men can be”: New configurations of masculinity in the Gillette ad “We believe”

In January 2019, the company Gillette released a short movie “We believe” as advertisement for the brand. In the ad, Gillette reframes their slogan from “the best a man can get” to “the best a man can be.” Connecting the video to the #MeToo movement and critiquing ‘toxic masculinity’, Gillette portrays a new, more responsible, gentle, empathetic masculinity for “the men of tomorrow.” In this article, we present and discuss theories and strands of masculinity studies, and we analyze how the short movie portrays contemporary masculinity vis-à-vis these theories. Our argument is that while Gillette’s short movie and similar branding movies appeal to social responsibility and might open for new and more inclusive masculinities, it does, however, at the same time reproduce the patriarchal organization of masculinity in which power and privilege run from man to man and leave women and children as objects. Furthermore, the recoding of masculinity from toxicity to empathy is framed as an individual choice within neoliberal logics

Moren er Død, Moren, Leve...

Gay men are carrying a history as being suspected as potential pedophiles and non-suited parents, and while the reproductive technology of transnational gestational surrogacy makes it possible for gay men to become parents within heteronormative logics, the constructions of families without a mother are looked upon as problematic at best. Through field observations and interviews with gay men, who have been or who are involved in transnational surrogacy I explore how gay men fragmentize the notion of the mother in to several positions. The article argues that the gay men are reproductive vulnerable and are negotiating and fighting for the possibility to become legible as parents inside a heteronormative and homophobic framework. This relies on their ability to diminish the mother. By activating and using misogynic and colonial discourses and strategies, the gay men eradicate the kinship positions of the surrogate and the donor, thus giving discursive and affective life to gay men’s possibility to embody motherhood and parenthood