A Procter & Gamble subsidiary, Gillette, has created a commercial that generated tons of controversy. Attacking the old adage, 'boys will be boys' and encouraging men to better(more feminine). Nevermind that this proverb has been obsolete ever since they started giving young boys who were too rowdy Ritalin. I'm not going to focus on giving my social commentary on Gillette's commercial. Everyone who blogs or vlogs has done this many times over. Instead, I will discuss the ideal man our oligarchs want to create for us.
The “Soyboy face” pose that combines the feelings of excitement and fear into one feminized package.
Star Wars is a good place to start in explaining the personality of the Soyboy. Now, obviously, Star Wars is just a cash grab for Disney. Movie studios, like Disney, add a lot of diversity into these cookie cutter movies with thin plots and no substance. The Star Wars universe itself is more believable than the cast of characters in it. The movie studios do this to stop any legitimate criticism. This kind of frivolous consumerism. Where if something looks a certain way but has nothing inside. Will still attract a large enough fanbase to consume the product. You see this cultural tendency at its peak in that of the urban Soyboy. The idealized global citizen. Socially conforming, uncritical, atomized consuming carbon entity known as the Soyboy.