Remember when dandruff was the kiss of death?
Robin DiAngelo’s 2018 “White Fragility” has plenty of critics. Here and here, for example. John McWhorter writes that her diversity training approach is not only misguided but “deeply condescending to all proud Black people.”
But while academics debate sociological theory, aren’t ad men selling millions in products designed around the notion that men’s sense of self is deeply fragile?
Seeing another of those ubiquitous Nugenix Total T ads brings home just how deep (strong? powerful? vigorous? potent?) the insecurity market is. Weapons makers sell guns based on it. Nazis sell white supremacy based on it. Mass shooters base their manifestos on it. Fox News built its business model around it. Without “great replacement theory,” drag queens, and sexy M&Ms to get mens’ fee-fees in a knot, what has Tucker Carlson to talk about?
In more innocent, mid-century times, it was fears about bad breath, BO, and dandruff that sold mouthwash, deoderant, and shampoo to men worried about not getting laid. Two decades ago, Queer Eye for the Straight Guy offered grooming, fashion and dating tips to men having trouble attracting women.
Now it’s BlueChews and “testosterone levels” and middle age bulges. Now it’s AR-15s and AK-47s and stomping around in matching khakis chanting like Vogon spaceship guards. Resistance is useless!
Yeah, they’re fragile, all right.