Cheer Up! The Vulnerable, Weeping Man Is Back in Style
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A few weeks ago Matt McGorry, actor and male feminist du jour, shared a photo of himself crying. “Who needs bravado when you’ve got vulnerability? Being a ‘real man’ is being true to yourself,” McGorry wrote in the accompanying tweet. Hashtagged #FindYourMagic, McGorry’s tears were manufactured for a new Axe campaign.
Axe and its European iteration Lynx are best known for their hyper-masculine ads, crafted to promote scents that were designed to be aggressive, assaulting unsuspecting olfactory nerves with the potent smell of manliness. The Axe brand eventually became somewhat of a punchline, and as such, the company has recently tried to change its image. Their new campaign, titled Find Your Magic, is an eager attempt to shed its reputation as the soap of choice for bros who loved I Hope They Serve Beer in Hell. Instead of lauding hard abs and hot women, Axe’s rebranding attempts to serve up a new kind of masculinity—a kind that prioritizes authentic individuality and expression over overt power and straight seduction. “Who needs a six-pack?” the voiceover in a social media-focused Lynx campaign asks, emphasizing that the new masculinity is better defined by abstract concepts like “protest,” “moves,” and, most importantly, “feeling.”
The campaign, an ad executive told Adweek, is an attempt to “liberate guys from pressure and bullshit.” Though the connection between liberation, empowerment, and consumption is spurious to its core, the signal of Axe’s rebranding campaign comes through clearly enough: the era of the hyper-masculine bro is dead. Performative vulnerability is in. Even Tucker Max has been converted.
Drafting McGorry for this campaign was perhaps a stroke of genius. The Orange is the New Black and How to Get Away With Murder star is the prototype of vulnerable masculinity in the twenty-teens: he is sensitive, is unafraid to publicly express his feelings, is a feminist, reads the right books (we know because he Instagrams them) and has the right politics. He knows the right words and concepts; he can and will tell you all about intersectionality, for one. McGorry’s Twitter and Instagram feed create a tightly constructed narrative that reiterates, over and over, that he “gets it.” His particular display of vulnerability—shedding tears over the ghost of brands past—signifies that he’s a male feminist, perhaps the epitome of a “male feminist,” in that his very woke tears are a branding tool for Axe.

And McGorry isn’t alone. Pop culture is flooded with vulnerable men, particularly of the celebrity variety. They usually—and vocally—feel an affinity for things like Bernie Sanders, social justice, the environment, and their mom. You’ll find them on lists like “26 Times Celebrity Men Stood Up For Feminism.” This vulnerable masculinity resembles “traditional” masculinity most strongly in the way it’s a consciously rendered performance, one that fits with contemporary mores. It purports to balance strength, that age-old requirement, with gendered softness. These men cry without being weak; they are vulnerable without being penetrable; it’s an iteration of masculinity that draws on the benefits of feeling without being subject to the gendered critique of emotional expression.
With this new masculinity, Chris Pine can weep at the Oscars and still helm a major action franchise; Drake’s self-aware sensitivity cuts to the core yet he’s still sexually potent; Wil Wheaton posts expressive black and white selfies, captioned with descriptions like “Moody,” and yet remains the hero of fanboys; Mark Ruffalo contemplatively stares into the distance, signifying emotional depth, but he’s still Bruce Banner; John Boehner can openly weep. Once celebrated for his authenticity, the vulnerable, crying man is now financially viable. It’s an elaborate performance deeply tied to the market; tears are manufactured for the brand they best serve.
The publicly vulnerable man isn’t exactly new. He is, unsurprisingly, an invention of the theater. Birthed by Shakespeare, the word “vulnerable” first appearance in the final act of Macbeth (1605). Macbeth, who has murdered nearly every character in the play, uses the word as a sort of “your mom” taunt in his final battle with Macduff. “Let fall thy blade on vulnerable crests,” Macbeth says. “I bear a charmed life which must not yield to one of a woman born.”
Despite his “charmed life,” Macbeth is politically spent by the time he’s saying this. His kingdom is adrift; he’s friendless. He’s finally offed a few pages later. Shakespeare’s first use of the word set a precedent for its loaded, uneasy implications: “vulnerable” is an insult that men would throw when their own grasp on power was uncertain in itself.
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