Young people do tend to be more progressive than their parents. When it comes to the Great British Lad, he is less progressive than some might think
Save time by listening to our audio articles as you multitaskThe hunt for the Lad is worthy of such in-depth reporting. In the 1990s, the Lad ruled all. There was ashow called “Men Behaving Badly”. Effigies of England footballers were hanged after they made errors. People now regard that era as if it were as alien as the “Black and White Minstrel Show”, yet it was not long ago. Britain’s largest newspaper, theToday, a different Lad is on top.
Lads of the old regime have leapt on the new one with dizzying speed. Dapper Laughs, a notorious comedian, now posts videos imploring men to examine their mental health and check in on their mates. “You’re a geezer,” he says in one. “If you needed to hear that, I’m glad I said it.” This is some change from his previous content: among other highlights, he once posted a picture of a pair of testicles in a box of eggs.
Cynicism about the corporate purveyors of the new masculinity is understandable. Companies have fallen over themselves to raise awareness of men’s mental health. As a result, it risks becoming the next health and safety: a well-meaning and potentially hugely successful policy intervention that ends up mocked. Both are about stopping men dying. It is almost entirely men who die at work; the vast majority of people who kill themselves are male.
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