Dividing and conquering

The attempts to defend the reprehensible, misandric Gillette commercial are just another form of trying to prevent white men from forming a political identity of their own to compete with all the other identity groups striving for power in the West:

When did simply suggesting that people conduct themselves with common decency become enough to spark public outrage? As part of a new campaign against toxic masculinity, Gillette have decided to put some weight behind their 30-year-old ‘the best a man can get’ tagline by putting out an advert that encourages men to be the best people they can be as well. Smart, right? Well, actually, it turns out that they have potentially lost themselves a fair few customers, with men’s rights activists and far right campaigners crying on Twitter over claims of ‘emasculation’, while threatening to never purchase a Gillette razor again.

But, as their advert and accompanying statement so aptly points out, ‘turn on the news today and it’s easy to believe that men are not at their best.’ And, while it may be a bit exploitative of the #MeToo movement, their prompt to their consumers to try to change this seems entirely reasonable. As marketing campaigns go, it’s probably one of the most poignant that we’ve seen in a while. From the handling of the classic ‘boys will be boys’ excuse for misbehaviour to the notion that men should be working to set a new example for the younger generation, the advert’s proposals for a revised understanding of what it means to be a ‘good’ man navigate the thorny issues of gender inequality extremely well.

So, to be frank, if people are offended by the advert, then they are probably part of the problem. Gillette’s campaign isn’t an attack on masculinity or men; it’s simply an attempt to eradicate the toxic behaviours that have become commonplace and assumed as ‘normal’ in our patriarchal society. No one is taking away the beer, the barbeques or whatever else men have seen in the advert that has caused them to have meltdown over razor blades. They’re just telling men to be nice.

Notice how everyone from Jordan Peterson to this Gillette defender are telling white men to be INDIVIDUALS, to refrain from embracing their evil IDENTITY and engaging in any COLLECTIVE attempts to defend themselves and their interests.

This is not an accident. This is not about helping those men. This is about neutering and neutralizing white men. This is about dividing and conquering white men, often with the assistance of foolish white women.

Don’t fall for it.


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