The PETA Ad That Encapsulates Modernity

It is, unfortunately, not really safe for work, or for children, and in a more extended sense, for people with eyes. And yet anyone who lives in the modern world will probably see worse on a frequent basis. Accordingly I’ll put it in the “click to read more” section so that only those who think it wise will look at it.

The text of the tweet presenting the add is:

“Traditional” masculinity is DEAD. The secret to male sexual stamina is veggies. 😉

The ad itself shows a number of men with large vegetables tied to their crotches in ways that visually suggest part of the male anatomy normally hidden beneath clothing. The first guy looks remarkably like a stereotypical rapist, there are one or two more men I’d never be willing to associate with and would strongly suggest any woman I know avoid too; there are also some normal-looking men, even a few over 50. They are mostly gyrating their crotches to make the tied-on vegetables swing around in ways that suggest that incarceration for public indecency is imminent.

Technically the idea that traditional masculinity is dead comes from the tweet rather than the ad, which limits itself to promoting vegetables for sexual stamina. That said, it’s a great symptom of modernity that “traditional masculinity” is equated, not with character traits such as strength, endurance, competence, loyalty, bravery, and so forth, but only with the procreative act (which one assumes will generally be neutered so as to avoid the actual procreation). It does follow, though, that when a man is nothing but a passive receptacle for sensations he will be conceptually reduced to his most sensitive body parts.

(As a side note, the ad is fascinating in that it’s theoretically promoting vegetables but is so creepy that it would be more effectively pro-vegetarian if it was nominally promoting meat.)

Probably the most notable aspect to it is that the general taboos against showing hardcore pornography in most public places keep the ad from simulating with vegetables the theoretical benefit being proposed. In consequence the attempt to suggest the proposed benefit is forced to become a solitary activity. This makes it not only creepier, but also a great symbol for modernity—it is a video of men celebrating themselves for things which are naturally ordered toward community. In modernity the individual becomes atomized and alone. As such, he becomes entirely sterile.

He can create nothing. All he can do is long for past glory and pretend that he has it.

Leave a Reply

Please log in using one of these methods to post your comment:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

This site uses Akismet to reduce spam. Learn how your comment data is processed.