A comic about how it feels trying to criticize The Stuff that people like after being told to like it
So I think it's actually somewhat more nuanced then this.
Let's take makeup. For many people, makeup is a lot of fun! Make yourself more attractive, hide your human frailties like being overtired, change your appearance. As a person who hates makeup because I'm autistic and I can't stand the chemicals on my face, I can nonetheless see why people might like makeup.
There are also men who like makeup. Most of them are gay.
What's happening here is that something which might, objectively, appeal to a broad number of people, is being sold hardcore to women, while men are getting the message "This isn't for you! Men, you shouldn't like The Stuff! Don't do The Stuff!" So with women we get a range from "I refuse to do this even though I've been pressured into it", through "I guess this is something I'm socially expected to do, and my opinions aren't strong on it one way or another", up to "I really love this stuff!" And with men, the majority are absolutely "I do not like this stuff", "I don't see its relevance to my life", "I know nothing about it"... you have to genuinely love it to overcome the pressure to not like it, if you're male.
So are women being brainwashed into loving The Stuff? No. Women are being exposed to The Stuff, told that other women love it and they should too... but actually that does not cause humans to love something they would have otherwise disliked. The exposure to something that is fun for many people, and that many other people perceive as a social requirement, allows people who would ordinarily have enjoyed it to learn about it and embrace it. Other people may just be going along because they're expected to. Some people who didn't start out liking it, but did it because they were expected to, have achieved enough expertise that they do kind of like it, because people tend to like what they've become good at. And some people still hate it, and may or may not participate in it.
It looks like women are being brainwashed into loving The Stuff because cis het men almost uniformly hate it... but they are actually being brainwashed. They're told, just as unrelentingly as women are told to love it, that it's not for them, that using it marks them as Unmen, that it should give them gender dysphoria, that they'd be laughingstocks... so they reject it en masse. And so any men who might, without such pressure, actually love The Stuff, never learn to love it because they never get anywhere near it.
Phrasing this to women as "you just love The Stuff because you were conditioned to" is, naturally, taken badly. No one wants to believe they love what they love because they were brainwashed. And honestly... no one does love what they love because they were brainwashed. They love what they love because they were exposed to it, taught how to use it, and found that they liked it. But you absolutely can brainwash someone into hating something they've never experienced. So the things that women like because they were told to like them are things that the women who say "I like this" probably really do. But things women were taught to hate because they were told This Is Not For You, This Is Disgusting And You Should Hate It, are things that maybe they would have liked otherwise.
And the forces that tell men Don't Do Woman Things are much more powerful than the forces that tell women Don't Do Man Things. It's not that the latter dont exist --- ask any trans man or butch lesbian -- but because patriarchy says that Man Things are good and respectable, and Woman Things are frivolous and stupid, women can get a lot closer to learning about, and learning to love, Man Things without it upsetting anyone's idea of their gender, especially after 50 years of Title IX and similar things, then men can come to learning about and loving Woman Things. Men are actively ostracized by other men for even hinting at liking Woman Things unless they are also performing masculinity so hard in other ways that no one can get away with that (like my ex, who loved motorcycles, martial arts, fixing cars, and Barbie dolls. And presented as someone who could beat the shit out of anyone who objected to that.)
What is insidious is the pressure to do Woman Things even if you don't like it... which is not what's going on with the people who say "I really like The Stuff!" They're sincere. And in a genderless universe with no expectations, they probably would still have liked The Stuff. But there are also plenty of women whose attitude is "I have to do this to be taken seriously at work, to look good to myself, to avoid dysphoria, to attract a partner, to look like someone a person would want to be friends with", and those people don't love The Stuff. They do it because they're obliged to, and if they've learned to like it, it's probably their own mastery of the craft that they like, not the craft in and of itself.
You can see this dynamic more clearly with textile crafts. Sewing, knitting, crocheting, quilting... back in the days when Joann's existed, it was incredibly rare to find a man in the store, because these skills are sold to women as "this is a womanly skill that many women find fun" and men are told "this is a womanly skill, you wouldn't understand and you don't want to get involved in it and people will make fun of you if you do." There's no pressure on women to learn to sew, in general. It's a fun thing many women want to do, but no one says you're not a real woman if you can't knit. There is pressure on men to not learn to do it. So if we define textilecraft as The Stuff, then we still get "women can learn this and it is fun", and "men should not learn this and their balls will fall off if they do", but we can see women aren't actually having The Stuff forced on them in this case. It's optional. So we can see that people who take it up are enjoying it because it's fun for them, and that women who don't suffer no consequences... but men who try do face consequences. So, disproportionately, men don't do it and it stays Woman Things.
It's entirely valid to criticize stuff that is forced down women's throats, like makeup culture. But don't make the mistake of thinking that forcing something down someone's throat forces them to love it. It's something that, for some people, is genuinely satisfying. And those people are almost always women because women are the ones exposed to it; men are actually told to stay away. What you should be critiquing is the compulsory nature of it, the degree to which people who don't like The Stuff are forced to do or have or be it anyway. For makeup, the people who say "you can get away with just 5 products a day" should be challenged. You can get away with no products a day. It's not compulsory. You can literally just not do it. But don't argue that they don't like it if they say they do.























