This article links HE neoliberalisation and 'lad cultures', drawing on interviews and focus groups with women students. We argue that retro-sexist 'laddish' forms of masculine competitiveness and misogyny have been reshaped by neoliberal rationalities to become modes of consumerist sexualised audit. We also suggest that neoliberal frameworks scaffold an individualistic and adversarial culture amongst young people that interacts with perceived threats to men's privilege and intensifies attempts to put women in their place through misogyny and sexual harassment. Furthermore, 'lad cultures', sexism and sexual harassment in higher education may be rendered invisible by institutions to preserve marketability in a neoliberal context. In response, we ask if we might foster dialogue and partnership between feminist and anti-marketisation politics.

Whose personal is more political? This article explores the role of experience in contemporary feminist politics, arguing that it operates as a form of capital within abstracted and decontextualised debates which entrench existing power relations. In a neoliberal context in which the personal and emotional is commodified, powerful groups mobilise traumatic narratives to gain political advantage. Through case study analysis this article shows how privileged feminists, speaking for others and sometimes for themselves, use experience to generate emotion and justify particular agendas, silencing critics who are often from more marginalised social positions. The use of the experiential as capital both reflects and perpetuates the neoliberal invisibilisation of structural dynamics: it situates all experiences as equal, and in the process fortifies existing inequalities. This competitive discursive field is polarising, and creates selective empathies through which we tend to discredit others’ realities instead of engaging with their politics. However, I am not arguing for a renunciation of the politics of experience: instead, I ask that we resist its commodification and respect varied narratives while situating them in a structural frame.

This article reports on research funded by the National Union of Students, which explored women students’ experiences of ‘lad culture’ through focus groups and interviews. We found that although laddism is only one of various potential masculinities, for our participants it dominated the social and sexual spheres of university life in problematic ways. However, their objections to laddish behaviours did not support contemporary models of ‘sexual panic’, even while oppugning the more simplistic celebrations of young women’s empowerment which have been observed in debates about sexualization. We argue that in their ability to reject ‘lad culture’, our respondents expressed a form of agency which is often invisibilized in sexualization discussions and which could be harnessed to tackle some of the issues we uncovered.

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In the context of renewed debates and interest in this area, this paper reframes the theoretical agenda around laddish masculinities in UK higher education, and similar masculinities overseas. These can be contextualised within consumerist neoliberal rationalities, the neoconservative backlash against feminism and other social justice movements, and the postfeminist belief that women are winning the 'battle of the sexes'. Contemporary discussions of 'lad culture' have rightly centred sexism and men¹s violence against women: however, we need a more intersectional analysis. In the UK a key intersecting category is social class, and there is evidence that while working class articulations of laddism proceed from being dominated within alienating education systems, middle class and elite versions are a reaction to feeling dominated due to a loss of gender, class and race privilege. These are important differences, and we need to know more about the conditions which shape and produce particular performances of laddism, in interaction with masculinities articulated by other social groups. It is perhaps unhelpful, therefore, to collapse these social positions and identities under the banner of 'lad culture', as has been done in the past. IntroductionIn the past 20 years, critical studies of men and masculinities have burgeoned (Beasley 2012). A broad body of work across the social/biological sciences and humanities, focusing on men's and boys' identities and a variety of social problems such as mental health issues, unemployment, educational underachievement and violence, has been paralleled by the development of a policy literature on how gender issues affect men (Kimmel, Hearn and Connell 2004). Laddism as both an identity performance and social practice has been a key part of this canon, investigated as a phenomenon in itself and positioned as a causal factor in relation to a number of 'men's issues'. Since 2010, the figure of the 'lad' has especially come to dominate discussions around masculinities in UK higher education, and has been associated with concerns about sexual harassment and violence. However, there have been few attempts as yet to (re)theorise and contextualise contemporary laddish masculinities, a space I wish to occupy in this paper.