A Dark and Gripping PSA Shows How ‘Boys Will Be Boys’ Breeds Toxic Masculinity
Article here. Google the first paragraph to jump the paywall. Excerpt:
'The roots of toxic masculinity and gender violence run deep in “Boys Don’t Cry,” an affecting short film from Canadian social-advocacy group White Ribbon, agencies Bensimon Byrne and Narrative, and Academy-award nominated documentary director Hubert Davis.
Told in gripping quick-cut style, the narrative packs plenty of punches—literally and figuratively—into its 3-minute runtime, taking us through key events in a boy’s life, from early childhood through his late teen years. This smart, shy, sensitive kid grows increasingly troubled against a backdrop domestic discord, as well as bullying by his classmates. Making matters worse, he’s repeatedly told that he must remain strong—and never cry.
Repressing a shy and awkward nature, he builds his body and eventually becomes a schoolyard terror. At one point, after he’s beaten one of his peers to a pulp, his father, called to a meeting in the principal’s office, dismisses the violence as “boys being boys.”
He’s detached, angry and prone to outbursts—a proverbial ticking time-bomb. Near the end, he makes advances toward a young woman in a scene that puts his development in chillingly stark perspective:'
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Comments
Different from Gillette
While the Gillette ad portrays men as dangerous/evil this ad points out how tolerating the abuse of boys and insisting they don't complain about it or it being met with amusement by adults can create such a poorly-adjusted young man that he becomes dangerous to others is a whole different thing.
The motivation seems to be different between this ad and the Gillette ad.
My Two Cents
It's definitely better done than the Gillette ad, but unfortunately, it still comes off as extremely condescending.
Especially the tag line, "Boys will be boys. Or they can be so much more."
So, boys are crap and need to get better?
I guess its to be expected from a group that blames all domestic violence on only half of its perpetrators.