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Much popular self-help literature normalizes sexism. Rather than linking habits of being, usually considered innate, to learned behavior that helps maintain and support male domination, they act as those these difference are not value laden or political but are rather inherent and mystical. In these books male inability and/or refusal to honestly express feelings is often talked about as a positive masculine virtue women should learn to accept rather than a learned habit of behavior that creates emotional isolation and alienation…. Self-help books that are anti-gender equality often present women’s overinvestment in nurturance as a ‘natural,’ inherent quality rather than a learned approach to caregiving. Much fancy footwork takes place to make it seem that New Age mystical evocations of yin and yang, masculine and feminine androgyny, and so on, are not just the same old sexist stereotypes wrapped in more alluring and seductive packaging.
