Advice columns for men, however, seem not to have made the leap from proscriptive notions of rectitude to the smart-older-sister vibe of advice for women. In GQ and Esquire and even Maxim, which are full of Q&A-format advice for readers, situations are often posed in a joking tone and answered as if the writer were the dude from the Dos Equis commercials and the ultimate ethical standard is masculinity rather than humanity. “How to be a man” literature is the new conduct literature: it’s not that men haven’t cared about ideals of masculinity before now, but the idea verges on obsession these days, cf. everything from Shia LaBoeuf’s resignation note to the fact that someone greenlit How to Be a Gentleman. It’s a whole genre and evidently a popular one—but, while advice columns are the delicious and healthy snack of things to devour on the Internet, it matters for men and women alike that advice columns for men evolve, not by abandoning their gentlemanly tone but by choosing the right questions to answer.
That’s one reason why I read waaaaay more of Carolyn Hax than anything in men’s magazines.