A New Archetype Emerges, but is it Authentic or Just a Act?

In recent months, a new phenomenon has been gaining traction online: the “performative male.” This archetype has been described as a man who curates and projects a certain image of masculinity, often through public displays of interest in feminist literature, social justice causes, and alternative music. But is this a genuine attempt to redefine traditional notions of masculinity, or just a clever ruse to impress progressive women?

According to trend forecaster and newsletter creator J’Nae Phillips, the performative male is “less about who someone is than about how they curate and project masculinity in public – usually online.” These men, often referred to as “performative males,” are aware that their actions and interests are being watched and assessed by others, and so they stage them accordingly.

One key component of this archetype is the use of specific fashion items, such as baggy trousers, Japanese selvedge denim, and Vivienne Westwood necklaces. They may also be seen carrying books by feminist authors, such as Joan Didion or Angela Davis, or pretending to listen to music by artists like Beyoncé or Lana Del Rey. But beneath the surface, these men may not actually know much about the subjects they are pretending to be interested in.

This performance of masculinity has been likened to the “softboi” archetype, which emerged in the late 2010s. However, while the softboi was characterized by a focus on emotional sensitivity and niche music taste, the performative male is broader in its scope, encompassing a range of interests and personas.

The rise of the performative male has been seen as a response to the perceived crisis of masculinity in modern society. In the US, nearly half of men believe that traditional masculinity is under threat, and many are seeking new scripts to inhabit in order to redefine themselves as men. As Phillips notes, “as traditional gender roles dissolve, men look for new scripts to inhabit, and performance offers a way to experiment with them publicly.”

However, not everyone is convinced by the performative male’s attempts to redefine masculinity. Some see it as a form of performative feminism, where men use feminist language and imagery to woo women without actually understanding the issues they are trying to address. As brand strategy consultant Eugene Healey notes, “even if we do not take things seriously, even if we keep an ironical distance, we are still doing them.” In other words, the performative male’s attempts to transcend traditional notions of masculinity may ultimately be nothing more than a clever act.

In fact, some argue that the performative male is a symptom of a broader cultural moment, where people are seeking clarity, identity, and validation in a chaotic world. As Healey puts it, “people are turning to heightened gender performance as a stabilising, aestheticised refuge.” This is a phenomenon that has been observed in the rise of the “influencer” culture, where individuals curate and project a certain image of themselves online in order to attract followers and validation.

Others have argued that the performative male is a form of “performative allyship,” where men use their privilege to signal their support for feminist causes without actually doing the work to understand and address the systemic issues. As one social media user noted, “let me enjoy my matcha and tote bag. I’ve been doing this since 2020.” This sentiment suggests that some men are simply using the performative male archetype as a way to signal their progressive credentials without actually putting in the effort to understand and engage with the issues.

Despite the criticisms, the performative male remains a fascinating and complex phenomenon that reflects the changing landscape of masculinity in modern society. As Phillips notes, “the performative male is a reflection of the times we live in – a time of uncertainty, of flux, of experimentation.” Whether this archetype is a genuine attempt to redefine traditional notions of masculinity or just a clever ruse to impress progressive women, one thing is clear: the performance of masculinity is here to stay.