'Right-wing culture warriors' are furious because men in romance novels aren’t 'alpha' enough

21 June 2023

Romance novels have been around for centuries, but they have evolved over the years. According to Guardian opinion writer Arwa Mahdawi, some "right-wing culture warriors" are raging against a trend in the genre: male characters they believe aren't "alpha" or macho enough.

On June 2, Publisher Weekly's Pooja Makhijani reported a heavy demand for "cinnamon rolls" in romance novels. A "cinnamon roll," Makhijani noted, is the type of "sweet, supportive and kind hero" that authors are depicting and publishers are promoting.

In her June 21 column, Mahdawi writes, "I wouldn't read too much into one trend piece, but it does look as if there is a sizeable market out there for mild-mannered men. While that sounds like great character development to me, not everyone agrees. There is, you may have noticed, a cohort of right-wing culture warriors perpetually looking for an excuse to get offended, and it appears some of them read Publishers Weekly. The New York Post just put out a disgusted article about how woke women are flocking to novels featuring 'squishy-centered men.'"

A "cinnamon role" in a romance novel, Mahdawi notes, is "the opposite of" an "aggressive, domineering alpha such as Christian Grey from 'Fifty Shades of Grey.'"

Released in 2011, British author E.L. James' BDSM-themed novel "Fifty Shades of Grey" depicted a relationship between a dominant male (Christian Grey) and a submissive college graduate named Anastasia Steele. The novel became a huge phenomenon, inspiring a series of films and even a line of "Fifty Shades"-themed sex toys.

When Mahdawi asked Publishers Weekly to comment on the response to Makhijani's early June report, it responded, "We're seeing changing views on identity and masculinity and consent in the larger population, and readers are looking for romance novels to reflect what they're seeing in the culture."

Mahdawi finds it ironic that "right-wing culture warriors" become furious when corporations meet a demand that they don't like.

"In other words," Mahdawi argues, "it's capitalism and free-market dynamics at work. I thought conservatives found that very sexy?"

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