[UncleMeat]

This is my vibe too. There is a huge masculinism effort across not only the Trump administration but broader society. Just look at the number of "cereal, but for MEN" products that have cropped up in the last couple years.

Relatedly, it is crazy to me that people don't see the value in gender studies as an academic field when so much of the past couple years has revolved around gender.

[strken]

Gender studies as a field is absolutely riddled with gender bias. I view it with scepticism because I don't think it will treat my gender or my sex fairly, not because I think there's no need for it.

The "X for MEN" trend, for example, exists in the context of decades of "X for WOMEN" products. The Man Shake (TM) is a product that only exists because Slimfast (TM) has already convinced the world that meal replacement shakes are for women.

I can see why The Man Shake is stupid, but I don't understand how Slimfast was any better. Nor do I understand why The Man Shake is masculinisation but Slimfast isn't feminisation. Nor why one should be seen as exploitative advertising targeting insecurities, while the other is an intentional political effort.

[Cornbilly]

A lot of guys are very insecure because they’re overweight and sedentary and have a desk job (instead of working manual labor). And since the US is all about making your consumption your identity, the “x is masculine” marketing is like shooting fish in barrel.