Maybe it’s progress when the guns = masculinity equation is just right out there, blatantly on display, instead of hidden behind other supposed reasons Butch needs guns, and lots of them. This Bushmaster web ad, where a guy can go and put put his guy friends’ names in alongside pre-defined unmanly behaviors, then offer them the antidote to their sissiness, which of course is the Bushmaster gun. Does this approach actually sell guns? I wish I had time to do a sociological study of the people on whom it actually works, or perhaps this is a case where the stereotypes apply, and no study is needed. Those studies often just prove the obvious anyway. BUSHmaster. So wrong.
Over at the goodmenproject.com, a writer notes that,
The first “definition” offered by Bushmaster for what makes a guy unmanly is that “Adam L. is just unmanly” because “Adam L. avoids eye contact with tough-looking 5th graders.” WOW. I guess he can consider his “man card reissued” now that he took a Bushmaster rifle and mowed those elementary school students down. Or, actually, he gunned down mostly kindergartners so is the ad saying he didn’t get his “man card” after all? If he’d focused the barrage of manly, penis-shaped bullets on 5th graders, would he then get the “man card”? Remember, he did use a Bushmaster. Holy shit, there are some f**ed up gun “enthusiasts” and gun makers out there. Holy fuck.