A New Kind of Spokes"man" for Beer?

I came across this article by Neal Gabler of the Los Angeles Times and I just had to share. It’s basically a rant focused on the recent rise of the “lout” (an English word for “an ill mannered fellow”) and how pop culture is making this type of guy the primary model for today’s young American men. Gabler identifies louts as “unsophisticated, lazy, misogynist makes” and he points to beer commercials as a prime example.

Tucker Max from Gawker.comHe elaborates with, “He’s a twenty- or thirty-something, sort of a slacker, with a beautiful and adoring girlfriend who just can’t seem to pry his attention away from his suds. He isn’t tough, muscular, steely, monosyllabic, able to build a car engine or a house singlehandedly or sail around the world solo. He’s not a sophisticate either, a Dos Equis most-interesting-man-the-world type. He doesn’t dress to the nines or know his wines or drive a Porsche, and he isn’t able to make witty cocktail party repartee. A lout is someone who is proudly stuck in a kind of adolescent parody of manhood that conflates insensitivity and machismo.”

The lout isn’t a new kind of guy – he’s just become acceptable and even glorified lately. According to Gabler, part of the blame can be placed on movies like “The 40-Year-Old-Virgin” and “Knocked Up” as well as radio personalities like Opie & Anthony or Howard Stern (a favorite here at KegWorks). He calls out Tucker Max (another office favorite) and says his books are “practically handbooks in how to be a lout.”

I hadn’t really thought much about this “shift” before I read his article, so I just thought I’d pass the “awareness” along. As a female twenty-something, I urge all of you KegWorks readers to take his points into consideration and reflect for a moment on what it means to be a man.

[techtags:LOUT, TUCKER MAX, BEER DRINKER, MEN]

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