Last month’s Parkland tragedy has sparked a much-needed debate about gun control. But it’s also renewed another debate: whether teen masculinity is in crisis, and whether that crisis
could be a contributing factor to violence in schools.
One of the through-lines to most of the school shootings of the last 20 years, from Columbine to Virginia Tech to Sandy Hook
to Parkland, is that they were all caused by young men. While female students are occasionally responsible for gun violence in schools (including a recent incident in Los Angeles), these cases are few
and far between, and tend to be isolated incidents with fewer fatalities.
This trend mirrors a pattern in our population at large. According to Statista, of nearly 100 mass
shootings in the United States between 1982 and last month, almost all of them (94) were committed by male shooters. Only two were caused by females, and one (the San Bernardino shooting in 2015) was
perpetrated by a man and woman.
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According to USA Today, in the wake of the Parkland tragedy, comedian Michael Ian Black tweeted,
“Deeper than even the gun problem is this: boys are broken.” This tweet received a staggering 65,000 likes. Black went on to tell NPR, “I think it means that there is something going
on with American men that is giving them the permission and space to commit violence. And one of the main things we focus on correctly is guns and mental health, but I think deeper than that is a
problem, a crisis in masculinity.”
This “crisis” takes many forms, from males being conditioned to keep their feelings bottled up and not ask for help; to boys
being socialized to favor violent, risky games and entertainment; to men favoring conflict over collaboration. In addition, researchers in the wake of Sandy Hook concluded that “the least
physically developed young boys may lose out in pecking orders that value height, big muscles, athletic prowess, and mature looks. Guns could become a great equalizer in this tournament of
recognition.”
Since we all own the issue of school safety, what can brands do to promote a healthier image of masculinity among young men?
- Feature a
diverse array of young males in ads. Not everybody seen in an ad needs to be a star athlete or entertainer. Show males of all shapes, sizes, ethnicities, and mental and physical abilities. Never
underestimate the power of a customer “seeing himself” in an ad, and feeling recognized and supported. And also include adult men who are similarly diverse, who could potentially be role
models or suggest a path to success (or even survival) for a teen.
- Depict males as three-dimensional people. It’s easy to fall back on tired tropes when
presenting males in ads: the dumb jock, the big man on campus, the lovesick Romeo, etc. Not only do these representations talk down to males of all ages, but they can also skew consumers’
perceptions of themselves and others. It’s much more interesting and effective to show the athlete as an animal lover who rescues strays, or the straight-A student as a great guitar player.
- Sponsor collaborative activities for teens. Games such as Minecraft reward creativity and cooperation over aggression. Develop games, contests and activities that encourage
teens to build, invent and connect with others who share their interests. Sponsor a contest to find the teen coder who can create the best app for your brand. Highlight teens who are giving back to
their communities, and provide the tools for other teens to join them.
Masculinity might be in crisis, especially among teens, but brands can help lead the way out, and
provide a more constructive definition of “what it means to be a man.”