“Thou shall covet thy neighbour’s breasts.” “Thou shall always drink more than you can handle.” “Thou shall specialise in creating and distributing exquisite banter.” “Thou shall share hot Milf with friend if opportunity arises.” “Thou shall always prefer Pippa to Kate Middleton.” “Thou shall inform everyone when thou require a poo.”
These are not excerpts from an ill-advised Church of England youth outreach programme. These are some of the 250-odd “Lad Commandments”, upon which the blokey media empire LadBible was founded in 2011. Lad culture had passed out of its Nineties pomp by then, but it remained potent. The Sun was still publishing topless models on Page 3. The Inbetweeners had shoved words like “clunge” and “minge” into the public consciousness. “Proper Moist”, a comedy song about girls “walking like Robocop” after a night of lovemaking, reached number 15 on the UK singles chart in 2014.
It was a time when Facebook was filled with teenagers rather than pensioners. I was one of them, sharing the now-antiquated memes — “one does not simply walk into Mordor” — that Elon Musk still finds funny. LadBible’s Facebook posts, which mainly concerned hot women, were ubiquitous. The last item of 2011 is a poll of words for breasts: “melons”, “jugs”, “fun bags”, “barrys”, “tats”, “boobs” and “chebs”. In 2012, one post asks: “What do you think of Miley Cyrus’ Side boob lads?” (Side boobs, being titillating but non-pornographic, were a major preoccupation.) Other features included the self-explanatory “Bumday Mondays” and “Cleavage Thursdays”.
Browsing through those early Facebook posts today is akin to wading through hastily shredded documents in an abandoned embassy. The images don’t load properly; the links direct to a page on its website which reads: “Sorry, this content isn’t available right now.” Around 2015, LadBible cleaned up its act. Co-founder Alexander “Solly” Solomou redefined the lad as “someone who spots a grandma crossing the road with heavy shopping, someone with manners, who is polite, who can be a hero”. He didn’t regret the earlier material but described it as a “learning curve”. Misogyny had become a commercial drag: “We realised that certain things needed to change if we wanted to compete with those guys in the States.”
This proved to be correct. In December 2021, the controlling LadBible Group floated on the second tier of London’s stock market at £360 million. It now has multiple brands and boasts of “a global audience approaching 1 billion”, of which 40% is female. The focus is on less controversial, more easily monetised content: “Man goes on Antiques Roadshow with Ark of the Covenant from Indiana Jones”; “Seven signs you have a work husband or wife”; a video of a guy trying, and failing, to jump across a canal.
The chauvinistic weekend warrior was not just a limited audience but a shrinking one. After MeToo, lad culture lost its virility. The original lads grew up and settled down. Now they prefer weightlifting to binge drinking, and their wives tick them off if their banter goes too far. Gen Zs use second-hand drag slang — “it’s giving”; “throwing shade” — rather than patter like “reem” or “mint”. Lads thought girls were “gagging for it”, but today’s male contestants of Love Island handle the sexual agency of women with Clausewitzian levels of strategic delicacy. Modern footballers are upstanding, campaigning public figures rather than vodka-chugging louts (Jack Grealish the honourable exception). There is, of course, still plenty of grim sexism about, but misogyny no longer has a winking cultural ambassador to egg it on.
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SubscribeYoung men are driven to ‘darker’ fora because most mainstream media either engages in male bashing or tries to pathologize men. Moreover, women make for better consumers so most editorials skew toward this demographic.
Jules is triggered! Looks like he needs to retreat to the safe spaces where his idiotic misogyny and homophobia are still tolerated.
Where would we be without our daily dose of CS gas.
Are there a few on this forum who are the same person going by different ‘names’?
My money is on CS being Graeme McNeill. Same attitude, same drive-by language.
That’s actually quite plausible.
That’s actually quite plausible.
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I very seldom flag… but I’m watching!
I think it should be left up as a testament of leftist inanity.
I very seldom flag… but I’m watching!
I think it should be left up as a testament of leftist inanity.
No, they all just seem the same because they repeat the same tedious cliches that they read somewhere else, never having had an original thought between them.
My money is on CS being Graeme McNeill. Same attitude, same drive-by language.
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No, they all just seem the same because they repeat the same tedious cliches that they read somewhere else, never having had an original thought between them.
Are there a few on this forum who are the same person going by different ‘names’?
You sound a little unhinged. I think the best thing for you to do would be to switch off the computer and go make yourself a nice warm cup of milky tea.
This is a parody account I guess
Where would we be without our daily dose of CS gas.
You sound a little unhinged. I think the best thing for you to do would be to switch off the computer and go make yourself a nice warm cup of milky tea.
This is a parody account I guess
Jules is triggered! Looks like he needs to retreat to the safe spaces where his idiotic misogyny and homophobia are still tolerated.
Young men are driven to ‘darker’ fora because most mainstream media either engages in male bashing or tries to pathologize men. Moreover, women make for better consumers so most editorials skew toward this demographic.
Men are the same now – have the same interests, are attracted to the same things and talk to each other in the same way – as they did a hundred years ago. That this isn’t reflected in the media just means the media firms are going bust because men don’t want to consume their output. No man will ever watch women’s football, talk to their friends about their “feelings” or whatever else is meant to form part of the latest version of the “new man”.
I’ve been watching the women’s football.
The Swedish and Moroccan teams are well fit.
Maaate….
I’ll have to verify
Maaate….
I’ll have to verify
Ive watched literally thousands of girls and women’s soccer games. Course, I have coached about 70-100 team seasons so I guess its not all that weird.
However, I have only ever watched about two games, at the world cup in Edmonton, against teams I didn’t have an interest in, family member playing or team Canada game or the like.
The soccer was second level back then, its much better now, but I cant imagine buying season tickets to watch a professional team. Even the men cant make in Edmonton.
I agree Matt. It seems important today to deny that men and women are different! Differences seem to imply rank and often are not seen as equal.
I’ve been watching the women’s football.
The Swedish and Moroccan teams are well fit.
Ive watched literally thousands of girls and women’s soccer games. Course, I have coached about 70-100 team seasons so I guess its not all that weird.
However, I have only ever watched about two games, at the world cup in Edmonton, against teams I didn’t have an interest in, family member playing or team Canada game or the like.
The soccer was second level back then, its much better now, but I cant imagine buying season tickets to watch a professional team. Even the men cant make in Edmonton.
I agree Matt. It seems important today to deny that men and women are different! Differences seem to imply rank and often are not seen as equal.
Men are the same now – have the same interests, are attracted to the same things and talk to each other in the same way – as they did a hundred years ago. That this isn’t reflected in the media just means the media firms are going bust because men don’t want to consume their output. No man will ever watch women’s football, talk to their friends about their “feelings” or whatever else is meant to form part of the latest version of the “new man”.
Men, young or old don’t care about social media sites. They don’t care about things like ‘Lad’s Bible’ and never really did, it was just entertainment, not life therapy. They do their own thing. The only people interested in Lad Bible type sites or this Tate person that journalists can’t seem to stop writing about, are journalists.
Yes, they keep their dark ‘gods’ alive by seeing them everywhere.
Haha this is true, I don’t know anybody who doesn’t think Tate is a numpty, regardless of their political persuasion otherwise.
Yes, they keep their dark ‘gods’ alive by seeing them everywhere.
Haha this is true, I don’t know anybody who doesn’t think Tate is a numpty, regardless of their political persuasion otherwise.
Men, young or old don’t care about social media sites. They don’t care about things like ‘Lad’s Bible’ and never really did, it was just entertainment, not life therapy. They do their own thing. The only people interested in Lad Bible type sites or this Tate person that journalists can’t seem to stop writing about, are journalists.
I’m not sure this is indicative of a ‘journey’ as it was always a self-deprecating joke. Both the adverts and the ‘commandment’ are drenched in irony. It was well understood that lynx was popularly considered the deodorant of choice for sweaty teenage boys, most certainly NOT favoured by the fairer sex. Lynx simply leaned into this with the ‘lynx effect’ stuff by being obviously and deliberately absurd. It is an acknowledgement of the fact that the opposite is commonly held as true.
My experience as the father of two teenage boys in this era is that it was treated as an alternative to showering. On the worst days, the boys smelled like tramps that had been doused in Lynx. Nobody thought it was really going to attract women.
My experience as the father of two teenage boys in this era is that it was treated as an alternative to showering. On the worst days, the boys smelled like tramps that had been doused in Lynx. Nobody thought it was really going to attract women.
I’m not sure this is indicative of a ‘journey’ as it was always a self-deprecating joke. Both the adverts and the ‘commandment’ are drenched in irony. It was well understood that lynx was popularly considered the deodorant of choice for sweaty teenage boys, most certainly NOT favoured by the fairer sex. Lynx simply leaned into this with the ‘lynx effect’ stuff by being obviously and deliberately absurd. It is an acknowledgement of the fact that the opposite is commonly held as true.
I’m not sure I’ve ever heard any of my laddy mates from back in the day make a “rape joke”.
(Unless of course you’ve expanded the definition to include any comment that includes noticing a woman has attractive qualities.)
I’m not sure I’ve ever heard any of my laddy mates from back in the day make a “rape joke”.
(Unless of course you’ve expanded the definition to include any comment that includes noticing a woman has attractive qualities.)
I laughed my old lady *ss off when a thoroughly disgusted Mel B, teamed with Micky Flanagan on “WILTY”, said she’d never heard of “clunge”, which she, of course, pronounced cloonge.
Ah, good times, lads.
She probably never has heard of that magnificent onomatopoeia, seemingly having lived in the USA since 2002.
She didn’t pronounce it “cloonge”, she’s not Scottish. She pronounced it “clunge”, with a standard northern “u” sound.
Maybe return the favour to Southerners by constantly rewriting what they say phonetically. Clange, then.
Maybe return the favour to Southerners by constantly rewriting what they say phonetically. Clange, then.
She probably never has heard of that magnificent onomatopoeia, seemingly having lived in the USA since 2002.
She didn’t pronounce it “cloonge”, she’s not Scottish. She pronounced it “clunge”, with a standard northern “u” sound.
I laughed my old lady *ss off when a thoroughly disgusted Mel B, teamed with Micky Flanagan on “WILTY”, said she’d never heard of “clunge”, which she, of course, pronounced cloonge.
Ah, good times, lads.
First world problems
First world problems
I was never a lad even when I were a lad.
I was never a lad even when I were a lad.
They need to hire Irvine Welsh to come up with a simple, easy-to-digest, philosophical realignment strategy.
They need to hire Irvine Welsh to come up with a simple, easy-to-digest, philosophical realignment strategy.
Ah a dose of nostalgia. Like most nostalgia, ‘rose tinted’ and good to leave it behind.
Not a scientific survey of course but more exposure I get to my grandkids and their friends more I’m impressed and pleased they have much better values, thoughtfulness and attitudes than so many my generation were exposed to and grew up with.
Of course it’s not all good – the prevalence of social media and smart technologies appears to have obvious downsides too and I’m sure linked to some of the growth in mental health concerns. Albeit even on the latter one looks back with distress on kids one grew up with who were clearly having such struggles yet got much less understanding and appreciation deeply affecting their lives from an early stage. Thank goodness we’re moving in a better direction.
It was fascinating to listen to a teenage boy who sounded like a Victorian spinster appalled by voluptuous piano legs. Perhaps he’s become one of those people who re-write books? A noble vocation. Creating a generation of censorious neurotics will lead us into a future of ever more glorious values and attitudes 🙂
Forwards or backwards?
Better means foeward.
Better means foeward.
You have to be joking
Social media, like AI, is morally neutral but open to abuse.
I am also a grandparent and I enjoy being with my grandchildren and listening to their opinions.
I used to be a primary school teacher and within a week of getting a new class each September, I could tell which ones came from homes where there was conversation. They could shape, articulate and change their opinions. I think the conversation that enabled them to process rather than simply recall information was often round a table for meals.
It was fascinating to listen to a teenage boy who sounded like a Victorian spinster appalled by voluptuous piano legs. Perhaps he’s become one of those people who re-write books? A noble vocation. Creating a generation of censorious neurotics will lead us into a future of ever more glorious values and attitudes 🙂
Forwards or backwards?
You have to be joking
Social media, like AI, is morally neutral but open to abuse.
I am also a grandparent and I enjoy being with my grandchildren and listening to their opinions.
I used to be a primary school teacher and within a week of getting a new class each September, I could tell which ones came from homes where there was conversation. They could shape, articulate and change their opinions. I think the conversation that enabled them to process rather than simply recall information was often round a table for meals.
Ah a dose of nostalgia. Like most nostalgia, ‘rose tinted’ and good to leave it behind.
Not a scientific survey of course but more exposure I get to my grandkids and their friends more I’m impressed and pleased they have much better values, thoughtfulness and attitudes than so many my generation were exposed to and grew up with.
Of course it’s not all good – the prevalence of social media and smart technologies appears to have obvious downsides too and I’m sure linked to some of the growth in mental health concerns. Albeit even on the latter one looks back with distress on kids one grew up with who were clearly having such struggles yet got much less understanding and appreciation deeply affecting their lives from an early stage. Thank goodness we’re moving in a better direction.
Tedious. Read two paragraphs.
Tedious reply, unfortunately I read all four words
Tedious reply, unfortunately I read all four words
Tedious. Read two paragraphs.