Baptist News Global
Sections
  • News
  • Analysis
  • Opinion
  • Curated
  • Storytelling
    • Faith & Justice >
      • Charleston: Metanoia with Bill Stanfield
      • Charlotte: QC Family Tree with Greg and Helms Jarrell
      • Little Rock: Judge Wendell Griffen
      • North Carolina: Conetoe
    • Welcoming the Stranger >
      • Lost Boys of Sudan: St. John’s Baptist Charlotte
      • Awakening to Immigrant Justice: Myers Park Baptist Church
      • Hospitality on the corner: Gaston Christian Center
    • Signature Ministries >
      • Jake Hall: Gospel Gothic, Music and Radio
    • Singing Our Faith >
      • Hymns for a Lifetime: Ken Wilson and Knollwood Baptist Church
      • Norfolk Street Choir
    • Resilient Rural America >
      • Alabama: Perry County
      • Texas: Hidalgo County
      • Arkansas Delta
      • Southeast Kentucky
  • More
    • Contact
    • About
    • Donate
    • Planned Giving
    • Letters to the Editor
    • Advertising
    • Ministry Jobs and More
    • Transitions
    • Subscribe
    • Submissions and Permissions
Donate Subscribe
Search Search this site

Gillette’s ad campaign gets ‘toxic masculinity’ right. Churches should follow suit

OpinionAlan Rudnick  |  January 18, 2019

Following the lead of companies like Nike, Gillette’s new commercial campaign addresses a social issue – in this case, toxic masculinity. In Gillette’s new video, men and boys exhibit violent, boorish and bullying behavior. According to the ad, men need to stand up to bullying, stop other men from unwanted advances towards women and teach their sons respect. Gillette’s message: men need to take the lead to end the “boys will be boys” mentality.

Perhaps, like me, you applaud Gillette for its creative, and predictably controversial, campaign. But people of faith need to take Gillette’s message to heart and go a step farther. We need to create clear and bold messages that address toxic church masculinity.

As of this writing, Gillette’s advertisement has been viewed more than 16 million times. Many of the viewers, however, are not happy. Men have taken to social media to record their renouncement of all their Gillette products. Responses Gillette’s video on YouTube include some 439,000 “thumbs up” but 850,000 “thumbs down.” Peter Lloyd, author of Stand by Your Manhood called for a boycott. Television personality Piers Morgan blasted the ad, declaring it “pathetic,” “virtue-signalling PC guff” and “a direct consequence of radical feminists” who are “driving a war against masculinity.”

Whether or not you believe women should be pastors (I do), the men in our congregations should take a hard look at toxic masculinity and the damage it does to women and men, to churches and to the Gospel witness. I have seen the many ways religious patriarchy in churches has been used as cover for men who want to control women. In the name of “the head of the household,” this type of Christianity has done damage to men, women and children. I have seen Christian women live in fear, suffer physical and emotional abuse and become prisoners in their “Christian” marriage.

“The truth is that toxic masculinity in God’s name has nothing to do with God.”

I have had long talks with men about male and female roles from the Old and New Testaments that offer a framework for egalitarian marriage that honors partners as equals. Certainly, the Apostle Paul in his letters addressed so-called house codes of the first century, at times giving specific instruction to specific churches on the role of women. Exegetical and historical research on these passages suggest that Paul was addressing a particular conflict at a particular time. And biblical references to the influential leadership of women like Deborah, Junia, Euodia, Syntyche and Phoebe erode the theological argument that women cannot serve as pastors or in other roles of spiritual church leadership.

In the church, toxic male behavior – and the theological and cultural systems that foster it – reflect the belief that God is male. That view has held sway for millennia, but that doesn’t make it correct, biblically or theologically. Biblical names for God in passages describing our relationship with God include Father, Mother, Creator, Savior, Lord, etc.

God is not “male.” Gender is indicative of a biological reality. As Scripture attests, God is spirit, not a biological being. The truth is that toxic masculinity in God’s name has nothing to do with God.

“Churches need to create more Gillette-like messages for men and boys.”

I grew up in a dually-aligned American Baptist/Cooperative Baptist church in which women served as pastors, other staff ministers, deacons and teachers. Women were celebrated for their gifts and talents in ministry. As a youth, I visited other Baptist churches that were not so diversified in their leadership, perpetuating systems that restricted women and their gifts while celebrating men as leaders. Women were relegated to women-only Bible study and missions groups, hospitality ministries, children’s ministry and the choir.

As a result of selectively literal interpretations of Scripture and spiritualizing the Bible’s passages regarding women’s roles in marriage and church leadership, men have degraded women as subservient and unequal. Many Christians will protest that this is not true, but tell that to the girls and women who have been systematically abused because of the male authority at home and at church. Of course, not every church that believes in complementarian theology is actively trying to harm women and girls, but the culture that surrounds complementarianism is toxic.

Churches need to create more Gillette-like messages for men and boys. Christian men need more messages that being a man is not about control or power or about keeping women under our feet. We need more messages that being a man is about exhibiting the behavior of Christ as men who are loving, compassionate and humble.

 


OPINION: Views expressed in Baptist News Global columns and commentaries are solely those of the authors.
Tags:Toxic masculinityGillette
More by
Alan Rudnick
  • Get BNG headlines in your inbox

  • Featured

    • The Black community needs allies who listen and act, scholar says

      News

    • When a Mexican cartel kidnapped a Baptist pastor, they got more than they bargained for

      News

    • Women of childbearing age are least likely to see strict abortion laws as best deterrent against abortion

      News

    • Progress on sexual abuse in the SBC? Not so fast

      Opinion


    Curated

    • Pope orders online release of WWII-era Pius XII Jewish files

      Pope orders online release of WWII-era Pius XII Jewish files

      June 24, 2022
    • Demolishing schools after a mass shooting reflects humans’ deep-rooted desire for purification rituals

      Demolishing schools after a mass shooting reflects humans’ deep-rooted desire for purification rituals

      June 24, 2022
    • Has American conservatism abandoned the Christian right?

      Has American conservatism abandoned the Christian right?

      June 24, 2022
    • In Colorado, a GOP rarity: An abortion rights candidate

      In Colorado, a GOP rarity: An abortion rights candidate

      June 24, 2022
    Read Next:

    Maybe seminaries should offer a class in mergers and acquisitions

    AnalysisMark Wingfield

    More Articles

    • All
    • News
    • Opinion
    • Curated
    • The French Dreyfus Affair and Trump’s Big Lie

      OpinionDavid Gushee, Senior Columnist

    • Women of childbearing age are least likely to see strict abortion laws as best deterrent against abortion

      NewsMark Wingfield

    • Independence Day: Not to celebrate but to reflect

      OpinionKathy Manis Findley

    • U.S. State Department calls out Russia, China, Afghanistan, Myanmar for extreme religious freedom abuses

      NewsJeff Brumley

    • Two viruses threaten the life of the Southern Baptist Convention: Male hierarchy and dominion theology

      AnalysisEllis Orozco

    • Progress on sexual abuse in the SBC? Not so fast

      OpinionDavid Clohessy and Christa Brown

    • Pranoto, Shaw, Smith and Younger join BNG board of directors

      NewsBNG staff

    • Uyghur American elected chairman of U.S. Commission on International Religious Freedom

      NewsMark Wingfield

    • When a Mexican cartel kidnapped a Baptist pastor, they got more than they bargained for

      NewsJeff Brumley

    • The Black community needs allies who listen and act, scholar says

      NewsPat Cole

    • Maybe seminaries should offer a class in mergers and acquisitions

      AnalysisMark Wingfield

    • Reflections on my mother’s funeral: The heart has reasons

      OpinionDavid Ramsey

    • Georgia Baptists hit snag on sale of 16-year-old headquarters property in suburban Atlanta

      NewsMark Wingfield

    • When ‘orthodoxy’ won’t hold: The SBC and the rest of us

      OpinionBill Leonard, Senior Columnist

    • At Faith and Freedom conference, evangelical Christian voters once again abandon their concern for marital fidelity

      NewsMark Wingfield

    • Annual report on Baptist women in ministry finds some gains but serious losses due to COVID

      NewsJeff Brumley

    • Seven suggestions for preventing conflict before it happens

      OpinionBill Wilson

    • Church-state separationists join Justice Sotomayor in blasting the Supreme Court’s ruling in a Maine school voucher case

      NewsMark Wingfield

    • The gospel according to mammals

      OpinionTyler Tankersley

    • Conservative clergywoman claims United Methodist system unjust

      NewsCynthia Astle

    • How God used Jay Bakker to teach me about race and loving all people

      OpinionMaina Mwaura

    • In Africa, inflation and a food crisis threaten not just the economy but people’s lives

      NewsAnthony Akaeze

    • When a teenager gets kicked to the curb by Christian parents

      OpinionDan McGee and Linda Francis Cross

    • American support for abortion rights at highest level since 1995, Gallup says

      NewsJeff Brumley

    • Ministry jobs and more

      NewsBarbara Francis

    • Women of childbearing age are least likely to see strict abortion laws as best deterrent against abortion

      NewsMark Wingfield

    • U.S. State Department calls out Russia, China, Afghanistan, Myanmar for extreme religious freedom abuses

      NewsJeff Brumley

    • Pranoto, Shaw, Smith and Younger join BNG board of directors

      NewsBNG staff

    • Uyghur American elected chairman of U.S. Commission on International Religious Freedom

      NewsMark Wingfield

    • When a Mexican cartel kidnapped a Baptist pastor, they got more than they bargained for

      NewsJeff Brumley

    • The Black community needs allies who listen and act, scholar says

      NewsPat Cole

    • Georgia Baptists hit snag on sale of 16-year-old headquarters property in suburban Atlanta

      NewsMark Wingfield

    • At Faith and Freedom conference, evangelical Christian voters once again abandon their concern for marital fidelity

      NewsMark Wingfield

    • Annual report on Baptist women in ministry finds some gains but serious losses due to COVID

      NewsJeff Brumley

    • Church-state separationists join Justice Sotomayor in blasting the Supreme Court’s ruling in a Maine school voucher case

      NewsMark Wingfield

    • Conservative clergywoman claims United Methodist system unjust

      NewsCynthia Astle

    • In Africa, inflation and a food crisis threaten not just the economy but people’s lives

      NewsAnthony Akaeze

    • American support for abortion rights at highest level since 1995, Gallup says

      NewsJeff Brumley

    • Ministry jobs and more

      NewsBarbara Francis

    • New platform of Texas GOP is laced with Christian privilege

      NewsMark Wingfield

    • Author explores contradiction of evangelical support for prison ministry and tough-on-crime laws at same time

      NewsJeff Brumley

    • One year later, awareness of Juneteenth is growing

      NewsMark Wingfield

    • Churches in Russian-occupied sections of Ukraine face desperate conditions

      NewsJeff Brumley

    • Transitions for the week of 6-17-22

      NewsBarbara Francis

    • Many voices call for prosecution of mob who lynched and burned Christian student in Nigeria

      NewsAnthony Akaeze

    • Religious Liberty Council elects two BJC board members

      NewsJeff Brumley

    • Still no external review of North American Mission Board finances

      NewsMark Wingfield

    • Attempt to dismantle SBC Ethics and Religious Liberty Commission fails

      NewsMark Wingfield

    • Brian Foreman named CBF’s coordinator of congregational ministries

      NewsBNG staff

    • Most Americans hang out with people who are a lot like them

      NewsJeff Brumley

    • The French Dreyfus Affair and Trump’s Big Lie

      OpinionDavid Gushee, Senior Columnist

    • Independence Day: Not to celebrate but to reflect

      OpinionKathy Manis Findley

    • Progress on sexual abuse in the SBC? Not so fast

      OpinionDavid Clohessy and Christa Brown

    • Reflections on my mother’s funeral: The heart has reasons

      OpinionDavid Ramsey

    • When ‘orthodoxy’ won’t hold: The SBC and the rest of us

      OpinionBill Leonard, Senior Columnist

    • Seven suggestions for preventing conflict before it happens

      OpinionBill Wilson

    • The gospel according to mammals

      OpinionTyler Tankersley

    • How God used Jay Bakker to teach me about race and loving all people

      OpinionMaina Mwaura

    • When a teenager gets kicked to the curb by Christian parents

      OpinionDan McGee and Linda Francis Cross

    • Unzipped: How (not) to commute

      OpinionEric Minton

    • When it comes to leading corporate prayer, are we really all in this together?

      OpinionMark Wingfield

    • Is America racist at heart?

      OpinionEugene G. Akins III

    • Note to self: Get rid of resting jerkface

      OpinionErich Bridges

    • Don’t keep sweet: Why white Christians need to celebrate Juneteenth

      OpinionErica Whitaker

    • Letter to the Editor: The importance of establishing best practices for pastoral searches

      OpinionLetters to the Editor

    • Hymn Stories: ‘Will You Come and Follow Me’

      OpinionBeverly A. Howard

    • A Bubba-Doo’s regular loses a loved one

      OpinionCharles Qualls

    • The oxymoron of being both anti-abortion and pro-gun

      OpinionEarl Chappell

    • My trip to the seamy world of horseracing

      OpinionBrett Younger

    • In the news this weekend: This is what it means to take God’s name in vain

      OpinionErin Albin Hill

    • Sympathy does not defeat white supremacy

      OpinionWendell Griffen

    • What Kenobi has taught me about God

      OpinionRob Lee

    • Is ‘fascism’ the right name for the Trumpist hard right in America?

      OpinionDavid Gushee, Senior Columnist

    • God in three persons, blessed Trinity

      OpinionBarry Howard

    • Bill Self in 1984: ‘Babylonian Captivity of the Convention’

      OpinionBill Self

    • Pope orders online release of WWII-era Pius XII Jewish files

      Curated

      Exclude from home pageBNG staff

    • Demolishing schools after a mass shooting reflects humans’ deep-rooted desire for purification rituals

      Curated

      Exclude from home pageBNG staff

    • Has American conservatism abandoned the Christian right?

      Curated

      Exclude from home pageBNG staff

    • In Colorado, a GOP rarity: An abortion rights candidate

      Curated

      Exclude from home pageBNG staff

    • A church was ordered to rescind its gay deacon. Now it weighs its next step.

      Curated

      Exclude from home pageBNG staff

    • Can the Church Still Enact Justice When a Pastor Sues His Accusers?

      Curated

      Exclude from home pageBNG staff

    • Republican Lauren Boebert jokes about AR-15s and Jesus — and yes, she’s a ‘real’ Christian

      Curated

      Exclude from home pageBNG staff

    • This World Refugee Day, rising white nationalism meets the largest refugee population in history — which is no coincidence

      Curated

      Exclude from home pageBNG staff

    • How evangelical Christians are sizing up the 2024 GOP race for president

      Curated

      Exclude from home pageBNG staff

    • Abortion bill, confederate holiday removal signed by Edwards

      Curated

      Exclude from home pageBNG staff

    • Buddhist leader in Bhutan fully ordains 144 women, resuming ancient tradition

      Curated

      Exclude from home pageBNG staff

    • Banning Nancy Pelosi from Communion May Have Backfired

      Curated

      Exclude from home pageBNG staff

    • How Franklin Graham pushed a domestic abuse victim to return to her husband

      Curated

      Exclude from home pageBNG staff

    • Poor People’s Campaign holds major DC rally to combat poverty

      Curated

      Exclude from home pageBNG staff

    • An Elite Christian College Has Become The Latest Battleground In America’s Culture Wars

      Curated

      Exclude from home pageBNG staff

    • Wiccan celebration of summer solstice is a reminder that change, as expressed in nature, is inevitable

      Curated

      Exclude from home pageBNG staff

    • Camino pilgrims help rural Spain’s emptying villages survive

      Curated

      Exclude from home pageBNG staff

    • What Antisemitism Looks Like When It Is Carved into Church

      Curated

      Exclude from home pageBNG staff

    • Humanist chaplains guide nonreligious students on quest for meaning

      Curated

      Exclude from home pageBNG staff

    • On Juneteenth, Jewish communities are reckoning with their own attitudes on race

      Curated

      Exclude from home pageBNG staff

    • UK sanctions Russian Orthodox head; decries forced adoption

      Curated

      Exclude from home pageBNG staff

    • California again seeks to pass human composting bill as Catholic bishops oppose it

      Curated

      Exclude from home pageBNG staff

    • Boise police can’t charge pastor who said LGBTQ people are ‘worthy of death’

      Curated

      Exclude from home pageBNG staff

    • Ukrainian archbishop pushes against papal statements, says causes of war ‘lie within Russia itself’

      Curated

      Exclude from home pageBNG staff

    • Bishop punishes school over Black Lives Matter, Pride flags

      Curated

      Exclude from home pageBNG staff

    Conversations that Matter.

    © 2022 Baptist News Global. All rights reserved.

    Want to share a story? We hope you will! Read our republishing, terms of use and privacy policies here.

    • Facebook
    • Twitter
    • Instagram
    • LinkedIn
    • RSS