Escapism

They spend more time with their girlfriend’s friends, taggers-on, work colleagues. Work is a grey area. This can vary between Modern Men depending on area of expertise and social demographic. You don’t have to work at Innocent-fucking-Smoothies to be a Modern Man. You can work as a plasterer, a fitness coach, a butcher’s assistant. Your position is not important, it is the representation of the self. You can lie, cheat, steal, borrow and beg: it doesn’t matter, as long as you present the correct image to rest of the world. It doesn’t matter what the food at the restaurant tastes like, as long as the triple-cooked-chips are in a stainless steel basket, the frozen beef burger placed delicately between a brioche bun, served on a slate tile, the buildings wall’s distressed, the fittings rural or industrial, high TripAdvisor rating.

This is a generation born out of Lad Culture, and although their own fathers may not have gone through this rebirth of the white working class, they certainly grew up through it. They were too young to realise, but the classic Adidas trainers, Baddiel and Skinner, Oasis, chain pubs, tubthumping of the 90s has left a stain that ultimately shaped their current lives in some way.

This, in fact, is a return to Yuppie Culture of the eighties, minus the shoulder pads and ill-fitting clothes. The fashion may have changed, but the importance of the self is firm. It is Partick Bateman without the bank balance. Having internet access from an early age has weakened their morals and beliefs. Pornography has encouraged niche fetishes and a lack of respect for women. The mask of online anonymity has developed hatred. Text messages and group chats replace real friendships.

But that’s alright, because the Modern Man looks good. His aftershave smells expensive. His trainers are box fresh. His teeth are pearly white. His biceps bulge against his skinny fit designer t-shit.

He looks happy.

This is a bold brush stroke.
Not every man in Western Civilisation falls in to this demographic.
Not every Modern Man adheres to all of these principles.