Many men today are in trouble, as they are experiencing higher rates of drug addiction, suicides and deaths from despair. Many commentators, social media influencers and, even, government officials have proposed solutions to what they call the crisis of masculinity.
Advertisers tap into fears of men being too soft and not fully male. One radio commercial for nutritional supplements asks when it became OK for men to be soft and lack physical power – coupling these questions with a call to make men great again.