Examples of these higher standards abound.
Critics of men who sport “The Future is Female” T-shirts also maintain that some are using the word “feminist” inappropriately. The preferred term, they argue, is “feminist allies.” The rationale is that white people who fight against racism wouldn’t call themselves “black,” just as straight people who rally for lesbian, gay, bisexual and transgender rights wouldn’t call themselves “transgender.”
BuzzFeed recently published “17 Types of Male ‘Feminists’ That Need to Be Stopped,” an illustrated list that included a new father who suddenly becomes a feminist after he has a daughter, and a male manager who congratulates himself for hiring a female employee.
“It’s something I encounter all the time, but that man Robbie Tripp was the real kick in the pants in inspiring the post,” said Loryn Brantz, who wrote and illustrated the article and is also the author of the book “Feminist Baby.”
Mr. Tripp is the San Francisco man who became an internet sensation this summer when he posted a gushing ode to his wife’s “curvy body” on Instagram. People were divided on his seemingly self-congratulatory realization that “the media marginalizes women,” and his appreciation of his wife’s “thick thighs, big booty, cute little side roll.” Some cooed and said “Ah”; others sneered and said “Ew.”
“Good Morning America” interviewed the couple in a segment titled “Hero Husband or Fake Feminist?” The culture site Refinery29 dismissed Mr. Tripp’s paean as “the worst type of ‘male feminism.’”
Celebrities also weighed in. Melanie Lynskey, who will star in the TV series “Castle Rock,” said on Twitter: “Public announcements of devotion are very sexy to me,” she said. “What isn’t sexy is acting as though you’re one of the few men on earth who could possibly love a woman who looks like that.”
Dr. Peretz has coined a term, “the Pedestal Effect,” to describe how men are given special treatment for small acts of gender equality, like changing a diaper or Mr. Tripp’s love letter. “It is basically when guys get a whole lot of bonus points just for being nominal feminists,” he said.
Mr. Whedon’s agent did not respond to requests for comment, but a representative released a statement to The Wrap that read: “While this account includes inaccuracies and misrepresentations which can be harmful to their family, Joss is not commenting, out of concern for his children and out of respect for his ex-wife.”
Mr. Whedon did, however, give an interview to BuzzFeed in 2015 that seems to have foreshadowed the current hubbub.
“When you declare yourself politically, you destroy yourself artistically,” he said in an article about why he deleted his Twitter account (he has since returned). “Because suddenly that’s the litmus test for everything you do — for example, in my case, feminism. If you don’t live up to the litmus test of feminism in this one instance, then you’re a misogynist,” he added. “It circles directly back upon you.”
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