Of course Samuel Jackson is being his cool badass self, displaying shopping and cooking as manly activities. (The abundance of top-notch male chefs should have already make this clear.) He's independent and cooking (presumably) for a lady friend. That act by itself could be beta, could be alpha. I suppose normal people would be intimidated by Jackson and wouldn't suggest that possibility in his presence. (Who's going to insinuate that he's cooking for a boyfriend in this commercial, either?)
Still, despite his independence he is willing to take the time to romance a lady friend and enjoy her company. Compare his commercial with that of Zooey Deschanel. How much "creative input" did she have? Would they dare show a woman cooking for herself? No, that would probably reinforce oppressive stereotypes! So what does she do instead? Acts like a consumer and orders out, while she stays at home (on a rainy day) and... reads? Cultivates the mind? She just lazes about in her pajamas, care-free, being her whimsical, "playful" self, dancing like a little (or an immature teenaged) girl. She doesn't need to take care of herself, because she has money and is therefore independent!
That's the consequence of feminism: an increase in consumerism under the guise of independence, while women fail to engage in anything serious, like having a family or children. While Samuel Jackson is married in real life, the viewer could accept the image of him as a successful bachelor taking time out for the ladies (but on his own terms). Zooey Deschanel doesn't even try to act like a man but ends up looking like a girl with an allowance who never grew up.
Who can take her website, Hello Giggles, seriously? Just another instance of feminism, despite whatever disagreements its contributors may have with other women-oriented websites and essays.
Related:
Some friends have read Kitchen Confidential by Anthony Bourdain. It should make for a good leisurely read while on the plane.
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