Abstract
Abstract The growth of the pick-up industry all over the world and in Israeli society in recent years has been called ‘reverse sexism’. This phenomenon reflects how young men in hierarchical and competitive culture suffer from what they perceive to be fragile or partial masculinity, and are misled by the pick-up industry to learn and practice aggressive seduction techniques. All to improve their ability to gain sex and, therefore, to become ‘real men’. The discourse, language and concepts taught in these pick-up courses echo the traditional approach of hegemonic masculinity and patriarchy, reinforcing rape culture on the one hand, and the vulnerability and suffering of these men on the other.
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