The Manufactured Man: How Hyper-Masculinity Became a Product, a Brand, and a Trap by Dr. Persico and Metis (AI Assistant)

Six years ago, I wrote a piece arguing that machismo — the entitlement to dominate — was one of the most destructive forces in human behavior.  I still believe that.  If anything, the evidence has multiplied.  But something has changed, and it is not an improvement.

Machismo used to be a cultural expectation.  Now it is a commercial product.

You can subscribe to it, stream it, inject it, lift it, wear it, and vote for it.

We did not merely inherit a myth of masculinity.  We have industrialized it.

From Cultural Script to Sales Funnel

Masculinity today is no longer defined by responsibility, competence, or care for others.  It has been reduced to a performance: dominance, wealth display, sexual conquest, emotional numbness, and the ability to intimidate.

This performance is not accidental.  It is monetized.

First you are told that you are weak, that society has emasculated you, that you are a victim.  Then you are offered a solution: become a “real man.”  Buy the course.  Follow the influencer.  Take the supplement.  Join the tribe.  Hate the designated enemies.  In my early years, the comic books often contained stories about a bully kicking sand in the face of a guy on a beach blanket with his girlfriend.  When the guy did nothing, the girl went off with the bully.  The solution was to purchase a weightlifting program.  Within no time you could develop huge muscles that would help you to kick the bullies ass and get your sexy girl friend back.

Today it has become a business model but still built on male insecurity.

In quality management terms, we would call this a system that manufactures defects and then sells the repair kit.

The Algorithm of Anger

What has changed in the past decade is not human nature but amplification.  Social media does not reward nuance.  It rewards outrage, humiliation, and certainty.  A calm, thoughtful man receives no clicks.  A furious, aggrieved man receives millions.

So, the system produces what it rewards.

When dominance theater gets attention, dominance theater multiplies.  When empathy is mocked as weakness, empathy disappears.  When complexity is dismissed as “soft,” thinking becomes a liability.  Men are told that women don’t like soft men with brains.  Women want hard men with muscles.  A six pack abs has become the new key to sexual prominence.

Deming taught us that every system is perfectly designed to get the results it gets.  If our culture produces angry, isolated, performative men, we should examine the system that is rewarding those outcomes.  It is a system in which the vast majority of men cannot live up to the stereotype.  Few men are John Wayne or Clint Eastwood tough.

The Pseudoscience of the “Alpha”

We are now told that human beings can be sorted into “alphas” and “betas,” as if we were barnyard animals.  This is not science.  It is mythology dressed in gym clothes.

Masculinity becomes a constant audition.  You must always prove yourself:

  • stronger than someone
  • richer than someone
  • more dominant than someone
  • less emotional than everyone

You are never allowed to arrive.  Only to compete.  A surrogate for competing is to watch every football game that tv offers.  Learn all the baseball stats.  Buy the hockey jerseys of your favorite enforcers.  Pretend that you are a big fan.  If your prowess on the field or court cannot be demonstrated than stand in front of a TV and scream at the umpires and referees.

These activities to not demonstrate strength.  They demonstrate a chronic insecurity that goes down to the soul of men today.  The irony is that a man who must constantly prove he is a man is not a free man.  He is trapped in a costume he cannot remove.  He is trapped in a performance that he cannot win.

The Estrogenic Culture

According to the new prophets of manhood — the ones broadcasting from leather chairs in rooms decorated like a bourbon advertisement — Western civilization is drowning in estrogen.

You will recognize these philosophers by their uniforms: tight T-shirts, studio microphones, and the haunted eyes of men who have turned their personalities into subscription services.

They inform us that men are weak because they cook, change diapers, express love for their children, and occasionally experience a human emotion not related to rage.  This, we are told, is how empires fall.

One of these digital Spartans I watched recently explained that reading books lowers testosterone.  This may be the first time in history that literacy has been classified as a hormone disorder.  Another one I watched introduced me to the concept of “Estrogenic” culture.  Karen even asked me what it was.  I had to look it up.  I now realized that I have been flooded by too much estrogen and it is making me soft and wimpy.  One solution is to buy more supplements.

The super macho purveyors of instant masculinity offer a  cure for this biochemical estrogenic catastrophe.  It is available online for $49.99 a month, plus shipping.  It involves waking at 4 a.m., lifting heavy objects, distrusting women, fearing vegetables, and referring to other men as “beta” — a term that functions primarily as a substitute for having an actual personality.

In this worldview, empathy is weakness, cooperation is surrender, and kindness is a sign that soy has finally conquered your bloodstream.

I have lived through wars, recessions, social upheavals, and the invention of disco.  Never once did I observe that the decisive factor in national survival was whether men felt comfortable discussing their feelings. The truly fragile masculinity is the one that cannot survive a salad, a conversation, or a competent woman.  If civilization can be destroyed by a man who knows how to do laundry, then civilization deserves to be replaced by a washing machine.

The Political Weaponization of Machismo

Hyper-masculinity is no longer just a personal identity.  It has become a political tool.  Strongman leadership, contempt for expertise, glorification of force, and the rejection of empathy are framed as “manly.”  We have a President who is a four time draft dodger, but who manages to position himself as a “tough” guy who takes no shit from the wimpy politicians and business-people who surround him.  His cadre of sycophants are infamous to the depths they will sink to.  Anything the Donald wants seems fair game if they can only stay in the Donald’s graces.  And they call this “masculinity.”

The world is turned upside down today.  Compromise becomes weakness.  Reflection becomes cowardice.  Care becomes softness.  Thinking becomes weakness.  Restraint becomes fearfulness.  We scale the same logic from the individual to the nation: domination over partnership, victory over cooperation, humiliation over understanding, bold strikes over careful deliberation.  Attacks over compromise.  Revenge over treaties.

We have seen where this leads.  History is not short of examples.  We have the disaster on two levels.  The first level is on the level of the individual.

The Hidden Cost to Men

Here is the irony.  The ideology that claims to defend men is one of the primary sources of male suffering.

  • Men are more lonely than at any time in modern history.
  • Men have higher suicide rates.
  • Men are less likely to seek help.
  • Men are taught emotional illiteracy and then punished for the consequences.

We tell boys not to cry and then wonder why men cannot express grief except through anger.

We call vulnerability weakness and then wonder why men die alone.

A system that forbids emotional expression produces emotional isolation.  That is not masculinity.  That is a design flaw.

The Damage to Relationships and Families

Hyper-masculinity not only impacts the man, it destroys relationships.  It does not produce strong families.  It produces hierarchy instead of partnership.  Control instead of cooperation.  Silence instead of communication.  The amount of domestic violence in our society is mute testimony to this phenomenon.

  • 1 in 4 women and 1 in 7 men have been victims of severe physical violence (e.g., beating, burning, strangling) by an intimate partner in their lifetime. (It is not only men who are injured by a society that endorses violence over compassion.)
  • 1 in 7 women and 1 in 18 men have been stalked by an intimate partner during their lifetime to the point in which they felt very fearful or believed that they or someone close to them would be harmed or killed.
  • On a typical day, there are more than 20,000 phone calls placed to domestic violence hotlines nationwide.

A man who cannot change a diaper, express affection, admit fear, or ask for help is not powerful.  He is dependent on a narrow script that collapses the moment life becomes complex — and life always becomes complex.

Strength is not domination.  Strength is reliability.

What Real Strength Looks Like

Real strength is:

  • emotional regulation
  • keeping your word
  • protecting without controlling
  • teaching without humiliating
  • listening without needing to win
  • stopping when stopping is the right thing to do

Real strength builds.  It does not perform.

The strongest men I have known were not the loudest men in the room.  They were the ones who could be trusted — by their partners, their children, their colleagues, and their communities.

They did not need an audience.

A Systems View of Masculinity

If we want healthier men, we need healthier systems.   Teach boys emotional vocabulary as deliberately as we teach them sports.  Think of creating the opposite of a Spartan society where violence and cruelty are rewarded.  What if we rewarded kindness and compassion instead of vengeance and retribution?

I have two strong memories of my father.  While living in NYC, I was about 8 years old, and I had a fight with a neighborhood bully.  Bigger than me and older than me, he hit me several times in the face.  I went home crying.  When I walked in the door, my dad asked me what was wrong.  I told him that I had gotten hit by the neighborhood bully.  He told me to get my ass out the door and don’t come back until I had gotten even with the bully.  I was more afraid of my dad than the bully.  I ran down the block to where the bully was yakking it up with some friends.  The bully asked me what I wanted.  I punched him in the stomach, when he bent over I brought my knee up into his face as hard as I could.  I laid him out cold.

The next time I had a challenge from my father was about five years later.  I had been playing football with some friends when an older guy and his two buddies took the ball from us.  I had four friends with me, and we all just looked at each other.  I reacted.  I lunged at the bully and tackled him to the ground.  I had him around the stomach and started punching him as hard as I could.  He raked my face with his hands leaving several bloody scratches and claw marks.  Fortunately for me, my four other friends jumped in, and we gave the guy a good beating while his buddies ran off.  I went back to my house with my friends to wash up.  When I walked in, my dad was sitting on the sofa.  He took one look at me and said, “What the hell happened to your face?”  I was about to say something, but my friends jumped in and told him how I had tackled this big guy by myself and that I had been instrumental in winning a fight with this bully.  My father looked at me and replied “Good, but next time you win a fight, look like you have won it.”

I did not exactly grow up in a Spartan society, but I grew up in a family system where crying was weakness and emotions were only something women exhibited.  These teachings would come back to devil me many times over the next years.  If we are going to eradicate violence in our society, violence against women, violence against children and violence against the world, it must start with being the changes that (as Gandhi so wisely said) we want to see in the world.

  • Normalize caregiving as masculine.
  • Reward cooperation, not just competition.
  • Teach media literacy so young men understand how outrage is monetized.
  • Create male friendships that are not limited to drinking beer, watching sports, and avoiding looking too intellectual

Conclusions:

Machismo has always promised certainty: certainty that you will be dominant, certainty that you will be respected, certainty that you will be feared, and certainty that you will never be vulnerable.  However, it has never delivered on these promises.  These are all phantoms or myths that are part of the machismo narrative so many of us have been taught.  What it has delivered is violence,  isolation, and perpetual insecurity.   Perhaps the most notorious image of a real man is depicted by John Wayne in his movie persona.  A persona that bore little reality to the real life John Wayne.

“Wayne emanated what historian Kristen Kobes du Mez calls in her compelling work Jesus and John Wayne, “cowboy masculinity.” On the screen, he depicted what many considered to be the archetypal American man — a self-reliant individualist who never shows his feelings and never apologizes.  The type of dude who forgoes reflection for action; doesn’t ask for permission; who knows he’s a good guy and knows how to spot — and annihilate — the bad guys.  Both on and off the screen, Wayne modeled a mode of American manhood based on imperialist ideals, the superiority of whites, and free-market capitalism.” —- The Reveler, April 5, 2021.  Does this remind you of anyone that we know today?  A leader who sets the standard for everything a real man is not.

We are not condemned to this script.   Masculinity is not a biological destiny.  It is a cultural story.  And stories can be rewritten.   The bravest man is not the one who shouts the loudest, lifts the most, or dominates the most.  The bravest man is the one who no longer needs to prove he is a man.  That man is free.  And a culture of free men — men who do not need to dominate in order to exist — would be a culture with far less violence, far less fear, and far more humanity.

That is a future worth building.

 

 

 

 

 

33 Comments (+add yours?)

  1. Gretchen Misselt's avatar Gretchen Misselt
    Mar 05, 2026 @ 08:18:04

    Great article. Back when i was in grad school we had a whole course on what advertising was doing to women. Many of us were going back to work or school and in order to handle everything perfectly — certain products would help.

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    • Dr. John Persico Jr.'s avatar Dr. John Persico Jr.
      Mar 05, 2026 @ 08:39:25

      Thanks Gretchen. How are you and Robert doing these days? Karen and I are just getting over another bout with Covid. I appreciate your taking the time to comment. I guess the market system we live in takes advantage of Men and Women about equally or at least whenever they see an opportunity to try to make us feel inferior so they can sell us some product or service. We went to a Bahai celebration the other day with some friends for Ayyám-i-Há. Karen brought her dulcimer and played some songs and it was a potluck so the food was great. Take care and we hope you are guys are doing great and staying healthy or at least as healthy as we can expect at this age. John

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      • Gretchen Misselt's avatar Gretchen Misselt
        Mar 05, 2026 @ 10:10:56

        Robert and I are doing well. It has been a long winter! Robert is declining some but has been holding steady for a few months at the same numbers at oncology. If they get worse decisions have to be made — dialysis or hospice. I am still in the choir at Trinity and going through my second Easter with them — Robert had to explain a few things last year. Our Baha’i group up here is either over 80 or close to 80 so our celebrations are low key. Maren is coming this month for her birthday and going back to Chicago for Naw Ruz. Erik is coming from Sweden in May. Love to Karen.

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        • Dr. John Persico Jr.'s avatar Dr. John Persico Jr.
          Mar 05, 2026 @ 22:02:59

          Hi Gretchen. So really nice to hear from you. Sorry to hear about Robert. I just had a pacemaker put in the day after Christmas. Aging brings many unwanted surprises. I guess we just have to go with the flow. You have some tough decisions to make ahead of you. I know it will not be easy. I think of some of the issues that Karen and I are bound to face and hope that I will not have to deal with them. I suppose that is probably unrealistic unless I die sooner than later. I realize opting out is a form of cowardice and that thought often prevents me from seriously considering leaving this earthly plane. There are many days though when I just wish I would go to sleep and not wake up. But then I remember my responsibilities and feel very selfish. I had once thought that aging I would ride off into the blazing sunset to Valhalla or Heaven or Nirvana and live happily ever after. I now know that it will not be that easy. But, if I am sounding somewhat depressed, it has to do with politics I am sure. I am not alone in feeling so powerless to make a difference as I watch the chaos being wrought around us. I did not realize so much evil and iniquity existed in this country. Well, time to think more positive or at least go to bed. Karen said she wants to send you a text or email and we read you letters together. Say hi to Robert and give him my regards. John

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          • Gretchen's avatar Gretchen
            Mar 06, 2026 @ 06:24:15

            It is a shock when you see the reality of this country with so many differing viewpoints. We usually stick with our own tribe with similar beliefs. All you can do is shine where you are. Your blog is important and Robert’s writing is important. Karen and I do our thing in the music and art world. We assume Robert will go first and I am seeing a therapist who has prepared many a person in this situation and also widows. Painful but it helps. If I go first Robert will be a bit helpless. I am coaching my daughter to help him with the financial things I do. His sons lost their mother last year in South Africa. We need to bring them more on board. Karen and I are made of strong stern stuff (aka likely quietly stubborn). Our parents battled cancer a long time.

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            • Dr. John Persico Jr.'s avatar Dr. John Persico Jr.
              Mar 06, 2026 @ 15:20:52

              Thanks for the comments Gretchen. I heard a guy talking a while back who said “he hoped his wife would pass away before he did.” I thought to myself, “what a selfish SOB.” However, my curiosity got the best of me and I asked him why he felt that way? He replied “My wife and I have no surviving relatives or close friends. I am her primary caregiver as she is an invalid and cannot get around by herself. If I go first, they will put her in a home and she does not want that.” I immediately felt such regret over the thoughts that had just run through my mind about this guy. I have always said “I want to go first” so I don’t have to deal with the pain of loss. I realized how selfish my thoughts had been. The beauty of life is that every day brings new insights. If only we could bottle the wisdom that we get with old age and leave it to our descendants. John

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  2. Professor Taboo's avatar Professor Taboo
    Mar 05, 2026 @ 12:10:47

    Real strength is:

    emotional regulation

    keeping your word

    protecting without controlling

    teaching without humiliating

    listening without needing to win

    stopping when stopping is the right thing to do

    Real strength builds.  It does not perform.

    Yes, yes, and again I say YES John! 👏

    One of the most prime examples of (fake) hyper-masculinity are Vladimir Putin, always with no shirt on, and of course our current POTUS. These men I have grown to loathe and get extremely bored with—their conversation topics, especially about themselves—and this is why when I go out dancing (now with my wife too), we much rather hangout with gay men, lesbians, bisexuals, etc., etc., because we ALWAYS ALWAYS have a blast with them for so many reasons hyper-testosteroned-up straight heterosexual men can’t hold a candle too. 😁😉

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    • Dr. John Persico Jr.'s avatar Dr. John Persico Jr.
      Mar 05, 2026 @ 21:51:35

      Yes, Professor, sometimes I feel like I am in the wrong world or the wrong universe. My preferences for life do not seem to line up with the life that surrounds me today. I much prefer the idiosyncratic, the unique and the rebels that challenge conventions and say fuck you to mainstream life.

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      • Professor Taboo's avatar Professor Taboo
        Mar 06, 2026 @ 06:21:03

        Oooo, yes, idiosyncratic… a most excellent and appropriate descriptive word, John! No wonder I take after my late Mom socially. She was an airline stewardess (flight attendant today) for Eastern Airlines shortly after high school. She loved it too! Loved to travel and meet new people from various diverse cultures and backgrounds. Then suddenly, my Dad ‘changed all of it’ with an unexpected internal gift. 🤭😉 Voilà! And I was born 7.5 months later. hehehe

        Later in her work and career she was employed with Southwest Airlines, back when they had only four (4) planes based out of Dallas Love Field. She couldn’t leave behind her most adored work in the skies, even if it meant she was in the offices no longer able to fly.

        All of that to say, I was raised to greatly appreciate and respect humanity’s immense diversity or to use your fine word idiosyncrasies in all peoples, all cultures, and find the wonder and splendor in it all. 😊

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        • Dr. John Persico Jr.'s avatar Dr. John Persico Jr.
          Mar 06, 2026 @ 15:14:36

          Professor, I think that you had a wonderful mom. It sounds like she taught you a lot about understanding other people and how to enjoy rather than fear other cultures. I take it she has passed away now? I hope your memories of her are all good. I would suggest you do a blog on her to share what a good person she was. John

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          • Professor Taboo's avatar Professor Taboo
            Mar 07, 2026 @ 05:12:59

            Yes John, she passed away Nov. 3, 2025, at 85-yrs old. Almost made it to her birthday, Nov. 24th. Thank you so much for asking or prying. 😉

            I’ve written one or two blogs (I think?) on her passing:

            Time of Death: 3:43am CST, Monday, Nov. 3, 2025

            My Early Alzheimer’s Mom

            Those are just two blog-posts of her final few months. The public obituary I wrote on her can be found here:

            https://www.wrightsfuneralparlor.net/obituary/Esther-Miller-Strange

            These last 5-6 months have been hectic, sometimes very chaotic, and exhausting; I tell you, not only is “life” expensive, but dying is just as expensive these days, if not a lot more. Geeezzz. 🙄

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            • Dr. John Persico Jr.'s avatar Dr. John Persico Jr.
              Mar 08, 2026 @ 11:17:09

              Actually, Professor, I did not have to pry to much since you did say “No wonder I take after my late Mom socially.” I suppose if I was more observant and had a better memory I would not have asked you if she passed away. Nevertheless, I suppose indirectly my question led to your sending me the two short blogs you wrote and your Mom’s obituary. I consider myself fortunate to having received these and get to know her if only cursorily as a very fine woman with a sense of family and adventure. My condolences to you are losing such a wonderful mom. She certainly did see the world. I am sorry that she did not get her final wishes in terms of how or where she wanted to spend her last hours. I hope you and your sister can overcome any rifts this caused between you and her. Life is so short when we measure our spans against the stars. We are less than brief lights which shine for a moment and than wink out. At our advancing age, we will probably not blink much longer. I also noticed from an outfit you were wearing that you may be into steam punk. I would like to hear about that sometime. John

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  3. Professor Taboo's avatar Professor Taboo
    Mar 10, 2026 @ 04:45:08

    A Steampunk Aesthetic House – Bruce Rosenbaum’s ModVic company repurposes and infuses modern technology into period antiques and salvage objects – creating inspiring, authentic, relevant, functional, fantastical and personal one-of-kind Steampunk objects and spaces for individuals, families, homes, offices, corporations, restaurants, hotels – for anyone and anywhere!

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  4. Professor Taboo's avatar Professor Taboo
    Mar 10, 2026 @ 04:47:16

    Steampunkery Marvels – The Machines of the Isle of Nantes, in western France are Steampunk marvels to behold. It has been described as a park of magical zoological encounters from the imaginations of Jules Verne mixed with the mechanized creations of Leonardo da Vinci animated on the grounds and shipyards of Nantes’ 19th century maritime industry.

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  5. Professor Taboo's avatar Professor Taboo
    Mar 10, 2026 @ 04:48:30

    Living Steampunk – The front door is an oxidized submarine hatch with a locking porthole from the inside as if it came right off Captain Nemo’s Nautilus.  Feast your eyes on a literal living museum of a wondrous age gone by.

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  6. Professor Taboo's avatar Professor Taboo
    Mar 10, 2026 @ 04:54:13

    Finally John, by selecting my Category “Perfumes, Sedatives, Irritants & Elixirs” on the righthand side of my Home page you’ll find the Steampunk category. Clicking it will bring up all of my posts and pages on Steampunk for your ecstatic joy and perusal fine Sir. 🎩😉

    Just let me know if you have any trouble with your monocles or Nautilus periscope finding these delights. 😁

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