‘Gillette: The best a beta can get’: Networking hegemonic masculinity in the digital sphere

On 13 January 2019, Gillette launched a short film on YouTube entitled We Believe as part of a campaign addressing negative behaviour among men that perpetuates toxic masculinity. However, the video was subject to a large backlash with over 1 million downvotes on YouTube and thousands of critical co...

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Bibliographic Details
Published in:	New media & society Vol. 24; no. 6; pp. 1417 - 1434
Main Author:	Trott, Verity Anne
Format:	Journal Article
Language:	English
Published:	London, England SAGE Publications 01.06.2022
Subjects:	Backlash masculinity digital platforms men’s rights YouTube social network analysis
ISSN:	1461-4448, 1461-7315
Online Access:	Get full text
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