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Open papers in the morning with your cuppa and what do you get to see? Rapes, murders, crimes against women, domestic abuse, marital violence etc. However, there is something that escapes the headlines – the emergence of a new Indian male who thinks sharing responsibilities with his spouse isn’t something out of the ordinary. It isn’t cool or something; it’s just natural and normal to be so.

	 
	And guess what, the ad world seems to be catching up on this image pretty well. Ads, in fact, are the reflection of everything we see around us. Sometimes, they even pack fantasies so well that they tempt people to emulate them in their lives. Do you remember the Google ad of friends across boundaries brought together by grandchildren over jhajhariyas? Now, that is certainly a super nice thing to do to one’s grandparents!<o:p></o:p>

	The recent talk in the town is about the new male who has come into emergence with the Airtel advertisement. The man in question is suave, hardworking, respectful and finally, a husband who gets his share of affection from his wife.<o:p></o:p>

	In turn, the wife is a matter-of-factly boss with a bit of hesitant apology thrown in. Her voice doesn’t quiver at the time when she prods her colleagues to work late, to meet a rather impossible deadline. She is a <keyword id="2463667" type="UNKNOWN" weightage="100" keywordseo="Metrosexual-woman">metrosexual woman</keyword>. At office, she is dressed in a crisp saree and at home, you will see her cooking up delicious meals in the shortest of shorts, using super-seductive cookware. Then she purrs around to get her man’s attention and get him to come home for dinner.<o:p></o:p>

	When you look at this ad, there is something that strikes about this. The topic and execution has sure got most people thinking and responding to this ad. To that extent, the advertisement has been successful. It has a ‘talking point’ whether you agree with what’s shown or not.<o:p></o:p>

	The woman’s role has been much discussed about since she is shown as balancing both the acts – a commanding boss in the office and a totally domesticated woman who will endorse the stereotypes to come home and cook according to her husband’s preference.<o:p></o:p>

	But there is something that they are clearly ignoring when they speak of the woman being progressive or regressive. It is about the emergence of the <keyword id="2463668" type="UNKNOWN" weightage="100" keywordseo="Neo-Indian-male">neo-Indian male</keyword> who can be both a subordinate at office and a doting husband who likes home-cooked food. And he does not mind staying back late in the office at his woman boss’s behest. <o:p></o:p>

	How and when did this happen? And how did we miss the signs all over? The neo-Indian male emerged without as much as anyone noticing it?<o:p></o:p>

	In the country where rapes are about the sick mindset of feudal and sexist perceptions, there are millions of homes in cities and villages, too, where men stand to shoulder the responsibilities of their wives.<o:p></o:p>

	It is no more a matter of ego or turning subservient when one does this. It is simply a way of making way for the new order to take shape. Men, today, are much more sensible than their earlier generation who were oblivious to the facts such as menstruation, menopause, pre-menstrual syndromes, ovulation and a host of other things that can trouble only a bleeding woman.<o:p></o:p>

	In the changed world, men do not hesitate to wash dishes, bathe kids, cook and clean while the wife is on an assignment in another country, or has a demanding job.<o:p></o:p>

	This transformation has not been easy. Changed economic conditions and buying power has vested equal power in the hands of both men and women. But women, who historically had less negotiating power, have emerged confident winners of equal space in the society.<o:p></o:p>

	This transformation happened despite the marital ads remaining unchanged. Well, people still look for ‘beautiful, tall, fair, slim, family-loving girl’ for a boy who is possibly earning in lakhs. And none of the attributes will change even if she, too, is earning in lakhs!<o:p></o:p>

	The transformation has silently happened in homes and offices, where men have simply come around to change the pecking order. So it’s little surprise that a woman is a husband’s boss in the office and a caring wife at home. In fact, putting a man in power position in this ad would have sent a wrong message to the society that women are being forced to overwork while a man gets to leave office early. A meal prepared by him may be damned!<o:p></o:p>

	Raising a toast to the new Indian male isn’t only gracious; it is the most important thing to do. That way, grace remains intact. 
	Image: Thinkstock<o:p></o:p>

India’s Emerging Alpha Male Is Courteous, Equal Partner

<div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><a href="https://www.flickr.com/photos/gageskidmore/5440388253/sizes/l">flickr</a>Donald Trump, a source of inspiration for 2016's Word of the Year.</div></div></div>It's a fitting ending to one of the most topsy-turvy years in modern history."Dumpster fire" has been declared 2016's Word of the Year.One word simply wasn't enough to sum up 2016 for the American Dialect Society, a group of linguists, lexicographers, and grammarians that voted on the award on Friday at its annual conference, held in Austin, Texas, this year.Loosely defined as "a complete and utter disaster," "Dumpster fire" could apply to any number of consequential events that took place in 2016 - from a bitterly contested election that upended US <keyword id="6358883" type="PERSON" weightage="60" keywordseo="Politics">politics</keyword> as we know it, and a cataclysmic Brexit vote that sent shockwaves through Europe, to a series of jarring shootings and terrorist attacks and a seemingly endless list of high-profile celebrity deaths.The society's flagship event, once called "the <a href="http://www.nytimes.com/2015/01/18/style/at-the-super-bowl-of-linguistics-may-the-best-word-win.html">Super Bowl of linguistics</a>," aims to crown the word or phrase that defined the year and saw widespread or innovative usage. "Dumpster fire" certainly fits the bill, as outlets such as <a href="http://www.thedailybeast.com/articles/2016/11/05/an-oral-history-of-dumpster-fire.html">The Daily Beast</a> documented throughout the year.The term edged out "woke" - an adjective suggesting a high level of social consciousness - in a run-off vote for the title. Coming in third was another word employed by the political left: "Normalize," meaning "to render normal that which was previously deemed beyond acceptable bounds."In the category of "Political Word of the Year," top honors went to "post-truth" - defined as "belonging to a time in which facts matter less than beliefs or emotions."Other nominees in the category included "deplorables" (the infamous moniker Hillary Clinton gave to some Donald Trump supporters), "nasty woman" (what Trump called Clinton during the third presidential debate), "Pantsuit Nation" (the popular Facebook group and hashtag used by Clinton supporters), and "unpresidented" (the erroneous spelling of "unprecedented" Trump used in a post-election tweet.But politically-charged words creeped into other categories as well. "Gaslight," a verb meaning to manipulate someone psychologically by causing them to question their own sanity, won the superlative "Most Useful." The word spiked in usage during the presidential campaign to describe the actions of Republican lawmakers and Trump surrogates, who often contradicted Trump in TV interviews. Meanwhile, "locker-room banter" took home the dubious honor of "Euphemism of the Year." The Trump campaign made use of the phrase to dismiss the nominee's lewd language following the <a href="http://www.businessinsider.com/trump-leaked-recording-women-audio-billy-bush-2016-10">leak of an Access Hollywood tape</a> in October. Coming up short in that category was "alt-right," a catch-all descriptor for a faction of ultra-conservatives with white nationalist or anti-Semitic ideologies.In the category of "Digital Word of the Year" the symbol @ - used as a verb, as in "Don't @ me" - barely edged out "tweetstorm."The American Dialect Society has voted on the Word of the Year annually since 1990. Previous winners include "Y2K" in 1999, "metrosexual" in 2003, and the hashtag "occupy" in 2011. <a href="http://www.businessinsider.com/the-word-they-named-2015-word-of-the-year-2016-1">Last year's winner</a> was "they," which gained traction as a gender-neutral, singular pronoun in 2015.<h2>View all the nominees and winners below (winners in bold):</h2><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image">REUTERS/Brian SnyderHillary Clinton.</div></div></div>POLITICAL WORD OF THE YEAR deplorables (basket of): epithet used by Clinton in speech about Trump supporters nasty woman: epithet used by Trump addressing Clinton in final presidential debate Pantsuit Nation: popular Facebook group for Clinton supporters post-truth: belonging to a time in which facts matter less than beliefs and emotions unpresidented: erroneous version of unprecedented in a tweet by TrumpDIGITAL WORD OF THE YEAR fam: one's crew, squad, circle of friends, etc. Harambe: gorilla killed at Cincinnati Zoo, launching numerous tributes and memes tweetstorm: series of connected tweets about a particular subject, often a passionate rant @: (verb) reply on Twitter using the @ symbolSLANG WORD OF THE YEAR fire: (adj.) cool, fun, stylish receipts: proof (as in "show me the receipts") slay: succeed, be excellent or amazing woke: socially aware or enlightenedMOST USEFUL/LIKELY TO SUCCEED chip: (verb) insert a bank card into an electronic chip reader (as opposed to swipe) gaslight: psychologically manipulate a person into questioning their own sanity normalize: render normal that which was previously deemed beyond acceptable bounds turn up: get excited, have fun, enjoy oneselfMOST CREATIVE -exit: combining form relating to departure, after Brexit (Calexit, Texit, Brangelexit) facticide: killing or distortion of factsfacticide: killing or distortion of facts gynotician: politician seen as interfering with women's healthcare laissez-fairydust: magical effect brought upon by laissez-faire economicsEUPHEMISM OF THE YEAR alt-right: umbrella term for extremist racial ideologies including white nationalism and white supremacy fake <keyword id="6355005" type="COMPANY" weightage="100" keywordseo="News">news</keyword>: misinformation, hoaxes, and propaganda, especially as spread on social media sites to boost web traffic locker-room banter: lewd, vulgar talk (used by Trump to downplay Access Hollywood tape) small/tiny hands: jab at hand size implying other anatomical deficienciesWTF WORD OF THE YEAR bigly: in a significant manner (from widespread mishearing of Trump's use of <a href="http://www.businessinsider.com/trump-big-league-or-bigly-2016-10">big-league</a>) cuck, cuckservative: derisive term for mainstream Republicans by alt-right p---y: term for female genitalia used by Trump in Access Hollywood tape yuge: dialect pronunciation of huge used by Trump and Bernie SandersHASHTAG OF THE YEAR #blackgirlmagic: celebration of black women and their achievements #NoDAPL: protest against construction of the Dakota Access Pipeline #OscarsSoWhite: criticism of Academy Award nominees' lack of diversity #p---ygrabsback: rallying cry responding to Trump's "p---y" remarkEMOJI OF THE YEAR raising hands (celebration, praise) raised fist (fist pump, solidarity) upside-down face (silliness, sarcasm, irony) fire ("lit," exciting); dumpster fire <div class="margin-top"> <h3>NOW WATCH: <a href="http://www.businessinsider.com/youtube-star-alleges-kicked-off-delta-flight-speaking-arabic-adam-saleh-2016-12">A YouTube prankster alleges he was kicked off a Delta flight for speaking Arabic</a></h3> <div> <div> <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="Z3aGFoODE6jQfqIWgBL9PuR0Xqc3rSOe" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div> </div> </div> </div>

It's official - the 2016 Word of the Year is 'Dumpster fire'

<div class="KonaFilter image-container display-table float_right"><div><div class="image on-image">REUTERS/Lucy NicholsonA gender-neutral bathroom is seen at the University of California, Irvine in Irvine, California, September 30, 2014.</div></div></div>In a year that saw "manbun," "dadbod" and "trigger warning" creep into our daily vocabularies, it was a simple pronoun that was deemed the most notable word of them all."They" has been named 2015's Word of the Year.More than 300 linguists, lexicographers and grammarians voted on the award Friday at the American Dialect Society's annual conference, held this year in Washington, D.C.The word "they" was selected for the considerable traction it gained in 2015 as a singular, gender-neutral pronoun. English speakers have used "they" and "their" for centuries to refer to someone of unknown gender, like in the sentence "Everyone does their best." However, more recently, the usage of the pronoun has expanded to include people who choose to identify outside the traditional gender binary."There has been a lot of discussion lately about pronouns and people taking on their own pronouns, making that a matter of choice," said Ben Zimmer, president of the American Dialect Society, in an interview with Business Insider. That's an interesting development that singular 'they' is in the middle of." "It does say something about the way people are exploring gender and sexual identity, and perhaps a greater openness to accepting new ways of expressing that identity through language."Zimmer pointed to various news outlets that have broadened their linguistic standards in recent months. In November, the New York Times <a href="http://www.nytimes.com/2015/12/03/insider/mx-did-the-times-adopt-a-new-transgender-courtesy-title.html">used the honorific "Mx."</a> as an alternative to "Mr." or "Ms." when a subject "preferred not to be assigned a gender."And a week later, the Washington Post added "they" to their style guide to accommodate "<a href="http://www.poynter.org/2015/the-washington-post-will-allow-singular-they/387542/">people who identify as neither male nor female</a>." For Zimmer, these changes epitomize the evolution of language. "It moves beyond the traditional binary of 'he' and 'she'," Zimmer told Business Insider. "It feels like an opening up of the language, allowing for a greater possibility of what these pronouns can refer to."In another Word of the Year category, "manbun" - defined as a man's hairstyle pulled up in a bun - won Most Unnecessary. Meanwhile, the honor of Most Euphemistic went to "Netflix and chill" - "the sexual come-on masked as a suggestion to watch Netflix and relax.""Schlong," whose <a href="https://www.washingtonpost.com/news/morning-mix/wp/2015/12/22/donald-trumps-schlonged-a-linguistic-investigation/">dubious history as a verb</a> was invoked by Donald Trump at <a href="http://www.businessinsider.com/donald-trump-hillary-clinton-bathroom-break-2015-12">a December campaign rally</a>, lost to "f---boi" in a runoff for Most Shocking.The American Dialect Society has held the Word of the Year vote since 1991. Previous winners include "occupy" in 2011, "metrosexual" in 2003 and "chad" in 2000. Last year's winner, #blacklivesmatter, was the first time a hashtag won the vote. Here's the full list of 2015's winners and nominees (winners in bold):<h2>Word of the Year</h2>ammosexual: firearm enthusiastghost: (verb) abruptly end a relationship by cutting off communication, in person or onlineon fleek: excellent, impeccable, "on point"Thanks, Obama: a sarcastic phrase assigning blame to the President*they: gender-neutral singular pronoun for a known person, as a non-binary identifier<h2>Most Useful</h2>mic drop: definitive end to a discussion after making an impressive pointmicroaggression: subtle form of racism or biasshade: insult, criticism or disrespect, shown in a subtle or clever manner*they: gender-neutral singular pronoun for a known person, as a non-binary identifierzero f---- given, ZFG: indication of supreme indifference<h2>Most Creative</h2>adult: (verb) behave like a grownup*ammosexual: firearm enthusiastsquad: one's posse or close circle of friendsyass, yaass, yaaass, etc.: expression of excitement, approval or strong agreement<h2>Most Unnecessary</h2>dadbod: flabby physique of a typical dad*manbun: man's hairstyle pulled up in a bunor nah: question tag expressing that something may not occurtrigger warning: alert for potentially distressing material<h2>Most Outrageous</h2>fish gape: posed expression with cheeks sucked in and lips slightly apart*f---boy, f---boi: derogatory term for a man who behaves objectionably or promiscuouslyschlong: (verb) defeat soundlysharewashing: deceptive marketing by companies treating services as "sharing"<h2>Most Euphemistic</h2>af, asf: intensifier after an adjective ("as f---")lit: amazing, exciting or fun*Netflix and chill: sexual come-on masked as a suggestion to watch Netflix and relaxswipe right/left: accept or reject (based on gestures used on Tinder dating app)<h2>Most Likely to Succeed</h2>CRISPR: gene-editing technology allowing biologists to alter and control DNA sequences*ghost: (verb) abruptly end a relationship by cutting off communication, in person or onlinemom: admiring term of address for a woman seen by younger women as a mother figureon fleek: excellent, impeccable, "on point"<h2>Least Likely to Succeed</h2>Berniementum: momentum behind the candidacy of Bernie Sandershoverboard: self-balancing motorized skateboard*sitbit: device that rewards sedentary lifestyle (play on Fitbit fitness tracker)Uber for X: pitch used by startups seeking to emulate Uber in different tech sectors<h2>Most Notable Hashtag</h2>#JeSuisParis: expression of solidarity after the Paris terror attacks#LoveWins: celebration of Supreme Court ruling on same-sex marriage*#SayHerName: call to bring attention to police violence against black women#StayMadAbby: ridiculing plaintiff in Univ. of Texas affirmative action case#StayWoke: exhortation to remain vigilant and informed (used by #BlackLivesMatter movement)<h2>Most Notable Emoji</h2>heart eyes (romantic, passionate)winking face (humorous, flirtatious)information desk person (sassy, sarcastic)*eggplant (male genitalia, sexual innuendo)100 ("keep it 100," "keep it real")<h2> </h2> <div class="margin-top"> <h3>NOW WATCH: <a href="http://www.businessinsider.com/images-holes-patterns-phobias-trypophobia-2015-12">Science explains why this image disgusts some people</a></h3> <div> <div> <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="Nmd3BseTqRqLkFEkTfdl4lPnCcrvUxD-" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div> </div> </div> </div>

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India’s Emerging Alpha Male Is Courteous, Equal Partner

Preetam Kaushik

It's official - the 2016 Word of the Year is 'Dumpster fire'

Mark Abadi

'They' was just named 2015's Word of the Year

Mark Abadi

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