Increasingly, as women assert their rights and resist patriarchal
norms, an interesting phenomenon is evident. Men are beginning to create their zones or caves where they can get away from their politically correct selves and indulge in some good old-fashioned masculinity.
Nowhere is this more evident than all male Whatsapp groups. The
desire to recapture the lost space where men could objectify women and indulge in old boys locker room conversation is starkly evident there. As this insightful article points out https://goo.gl/1PfgoL
, men are performing in this space, with vengeance.
In their own ways, brands like #Snickers conjure a male cave, where being girl like is the ultimate slight, enough to spur the guys to embrace the brand and thereby membership to the guys gang.