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#MasculinitySoFragile is a Twitter hashtag used to call out and mock stereotypical male behaviors that align with the feminist concept of "toxic masculinity," which asserts that certain attributes of the Western machismo archetype can be self-detrimental to those who embrace them.
Starting on December 2nd, 2013, Twitter user @puppydogexpress posted several tweets with the hashtag #MascunilinitySoFragile, which contained jokes referring to the word masculinity as if it were a frail human being (shown below).
For nearly two years, the hashtag was seldom used. On June 16th, 2015, BuzzFeed published a listicle featuring tweets mocking the target demographic for products and advertisements featuring stereotypically macho packaging, brand names and slogans (shown below).
On September 23rd, BuzzFeed published another compilation of tweets mocking products displaying overtly macho themes (shown below).
That day, Twitter users began using the hashtag #MasculinitySoFragile in tweets mocking American machismo culture (shown below). Meanwhile, several news sites published articles about the hashtag, including Bustle, AskMen, The Mary Sue and Mic. According to the Twitter analytics site Topsy, the hashtag was mentioned over 80,800 times in the first 24 hours.
Meanwhile, other Twitter users began hijacking the hashtag with sarcastic tweets mocking social justice issues. Additionally, critics of feminism began posting similar tweets with the hashtag #FeminismSoFragile (shown below).
On 4chan that day, a thread about the hashtag was submitted to the /pol/ (politics) board, where many accused the tweets of being a type of flamebait. Also on September 23rd, Redditor frozen-silver submitted a post titled "Some irony from the #MasculinitySoFragile" to /r/TumblrInAction, featuring a screenshot of a #MasculinitySoFragile post juxtaposed next to tweets defending the use of trigger warnings (shown below).
 BuzzFeed – 27 Gendered Products That Prove Masculinity Is Incredibly Fragile
 Twitter – #masculinitysofragile
 AskMen – #MasculinitySoFragile Trends On Twitter
 Reddit – Some irony from the #MasculinitySoFragile tag
 BuzzFeed – 23 Gendered Products That Prove How Truly Fragile Masculinity Is
 Archive.is – #MasculinitySoFragile
 Twitter – @Dekashoko
 Twitter – #FeminismSoFragile
 Ctrlq.org – #masculinitysofragile
 Topsy – #masculinitysofragile (unavailable)
 Bustle – #MasculinitySoFragile Twitter Hashtag Reminds Us That Criticizing Toxic Masculinity Isn't The Same As Criticizing Men
 The Mary Sue – #MasculinitySoFragile Hashtag Highlights Toxic Masculinity Weak Points
 Mic – #MasculinitySoFragile Exposes Everything Wrong With Toxic Masculinity Standards
Sep 23, 2015 at 06:48PM EDT
Sep 23, 2015 at 06:06PM EDT
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