A product that reinforces hegemonic masculinity
There is a shampoo for men that promises to give them energy and vitality. Its name is La força del tigre and its packaging is black with a jumping blue tiger. It is a creation of the Natura Siberica brand, which has a line of products for women in pastel shades such as lilac or sky blue. But men need to prove that they are strong and brave, and for that they need a tiger shampoo. This is how the patriarchy sells them, which imposes roles and stereotypes on them that harm them as much as women.
The fear of looking like women
To comply with the canons of hegemonic masculinity, which is the way of being a man that legitimizes men’s power over women and other men, men must renounce anything that might associate them with femininity. This means that they must suppress their emotions, that they must be tough and resilient, that they must be the providers and the protectors… And that they must be afraid of war, but they must not show it. This fear of being like women, who are considered weak and fragile, is what is known as fragile masculinity.
The consequences of fragile masculinity
Fragile masculinity affects not only men, but also women and society in general. When a man feels threatened in his masculine identity, he can react violently and aggressively. This can lead to situations of gender violence, bullying, racism, homophobia… Psychologist Alejandro Vera explains that the model of a strong, brave man… who must hide emotions such as anxiety, insecurity…makes them grow up in fear of femininity. Wearing a piece of pink clothing or giving a hug to a friend are not accepted attitudes within male behaviors.
An example of fragile masculinity in cinema
In 2023, the film Joc net was released, which tells the story of a couple who work in the same company. She has more success and more recognition than him, and this makes him feel inferior and envious. He starts bothering her, insulting her and finally physically assaulting her. Many media presented the film as erotic, but it is actually a critique of fragile masculinity and its consequences.
The need for a new masculinity
Fortunately, more and more men are questioning hegemonic masculinity and looking for a way to be a man that is freer and more respectful of themselves and others. Men who don’t need tiger shampoo to feel good, but who accept themselves as they are and express their emotions without fear. Men who act as fathers without anyone telling them that they act as babysitters, as happened to a friend of mine when an elderly gentleman saw him with his child in his backpack. Men who are confident in their masculinity without being fragile.