I didn’t really want to write about the infamous Gilette #MeToo advertisement, because I didn’t really care about it. I still don’t, personally. But then a Glenn Reynolds piece at USA Today showed me the controversy in a new light.
In his article, Reynolds made the observation that:
… in America class warfare is usually disguised as cultural warfare. But underneath the surface, talk is a battle between the New Class and what used to be the middle class.
This is definitely something that I’ve noticed. It was one of the things I learned when I did the research for the most frequently-read post here at Difficult Run: When Social Justice Isn’t about Justice. And it totally fits with the fallout I’ve seen on my Facebook feed. Pretty much every single person I’ve seen angry or opposed to the ad comes from a blue collar and/or rural background. Why are they mad? Not because they object with the message of the ad per se (who objects to “hey, stop bullying”?) but because they know they are being talked down to, patronized, and scolded. And they’re right.
And all the folks I’ve seen making fun of them and mocking anyone who has a problem with the ad? College educated, often with a graduate degree, and frequently working as a professional intellectuals. They see it as a culture war issue instead of class war issue because that’s one of the most important functions of social justice activism: to cloak class interest in progressive ideals.
Also, the silliness of anti-capitalists celebrating ad campaigns, no matter how superficially idealistic, is pretty amusing.
But, while we’re admiring the nimble messaging of capitalism, here’s a message that might actually contribute to men being good men.