New Man (gender stereotype)

The term "New Man" describes a stereotypical ideal of masculinity that emerged primarily in the 1980s, particularly in British culture, as a reaction against perceived traditional masculine norms. The "New Man" is characterized by his emotional sensitivity, willingness to engage in traditionally feminine activities such as childcare and housework, and a generally more egalitarian attitude towards women. He is often portrayed as being in touch with his feelings, caring about his appearance (though not necessarily in a hyper-masculine way), and rejecting overtly sexist or patriarchal behaviors.

The "New Man" image was heavily promoted through media outlets like magazines and advertising, often featuring men displaying grooming habits, showing affection, and participating in domestic tasks. This portrayal was often contrasted with the perceived characteristics of the "Old Man," who was seen as emotionally repressed, career-focused, and disinterested in domestic life.

Critiques of the "New Man" stereotype argue that it can be just as limiting and prescriptive as traditional masculinity. Some critics argue that it can place unrealistic expectations on men, forcing them to conform to a new set of ideals that may not be authentic. Others suggest it can be superficial, focusing on outward appearances and behaviors rather than genuine shifts in attitudes and power dynamics. Additionally, the term is sometimes seen as a marketing construct, used to sell products and lifestyle choices to men under the guise of promoting progressive values. The concept has largely faded from prominent usage, being replaced by more nuanced and complex discussions about masculinity and gender roles.