Douchebag Decree: Marketing Tucker Max

Whether it’s his offhand-way of dropping misogyny, his female-rating system that puts how-many-beers-til-she’s-hot-Yalies to shame, or his website that requires only the most minimal of minimal perusals to incite any feminist, it’s not difficult to dislike Tucker Max. He’s been utterly dissed by the Hater, called a “gender traitor” by Glamour’s Ryan Dodge, and this is most definitely not the first time he’s been called douchebag. But as a self-professed asshole, Tucker Max would no doubt affectionately embrace this week’s Douchebag Decree title. Therein lies the problem: a compelte willingness to embody–and market–being a D-bag. And with a movie based on his best-selling (yep!) book I Hope They Serve Beer in Hell coming out Sept. 25 and a second book Assholes Finish First coming down the pipeline (customers who bought this item also bought The Complete A**hole’s Guide to Handling Chicks!), Tucker Max isn’t going off the radar any time soon.

He has, in fact, built an entire franchise out of being a dick. On Facebook, he has over 100,000 fans and a myriad of groups devoted to him, which include “Tucker Max for President,” “Tucker Max is ‘The Man,’” “Tucker Max is my idol,” “What Would Tucker Max Do?, plus over 200 additional redundant ways for douchebags to demonstrate their solidarity.

Besides the online social networking hype, his new movie has a blog, premiere tour (grassroots douchebag organizing!), and merch page to promote his dick schtick. His marketing team is even reaching out to us gals with this classy tee that reads “I slept with Tucker Max.”

Yep, you read that right: “Flattery ensured by the elimination of Size XL and larger”

But there’s more to his franchise than overpriced shotglasses. Besides film PR, Max has also appeared and spoken at universities. It’s no lecture circuit, but paying Max to speak at colleges means more than making money off of sensational sexism–it’s indicative of a more harmful philosophy of misogyny successfully being marketed (and absorbed) in a variety of mediums and venues. But Tucker Max isn’t that worrisome–the popularity of what he preaches is.

Sady Doyle (currently guest-blogging at Bitch!) posted on Max on Broadsheet, sparking a discussion with Cara at Curvature over the demonstrations at Ohio State University and North Carolina State University where Max spoke. Sady writes that even though Max is obviously a prick, these demonstrations only feed into his culture of swagger and sexism:

If you’re offended, you’ve noticed him. And for his fans, knowing that he’s picketed by feminists – feminists! Dreaded nemeses of parties and good time! – isn’t cause for concern, but a ringing endorsement.

I have to admit, bikini models playing beer pong wouldn’t be a better Tucker Max promo gimmick than a pack of protesting feminists. (Case in point). However, Cara had a different take, saying that although Tucker Max doesn’t deserve a protest, “…his lectures absolutely do.” She continues,

Schools have a responsibility to protect students on their campuses, to provide security and create the least hostile environment possible. By inviting Tucker Max to their campuses for some kind of sorry profit is directly making their campuses unsafe, misogynistic, violence-promoting environments. And yes, yes, yes. That is worth a protest.

Like Cara, I think Tucker Max as a person is easily dismissed as a pathetic tool who gets to ride the asshole gravy train into the sunset. But his words and franchise (or as Sady calls it, the “Myth of Tucker Max”) do have an impact in the way that its popularity normalizes non-consensual sex (and all around being-okay-with-treating-women-like-crap). That’s why it doesn’t matter if he makes up his stories about peeing on chicks or not–what’s being sold is larger than the antics of a reckless twentysomething. As Sady comments back to Cara on Curvature,

We don’t need to talk about his personal actions when we talk about how his work strengthens rape CULTURE. He writes about having sex while trashed, and he oozes contempt for women in general and his sexual partners in particular. Furthermore, he’s cavalier about bodily harm to women in general and seems to think upsetting them, disrespecting them, or violating their boundaries is funny, even or especially within a sexual context. Men who have their judgment and perception altered by alcohol are more likely to misread or fail to respect a woman’s sexual boundaries, and his attitudes contribute to a culture of male sexual entitlement and aggression towards women. Rape culture, in other words. Tucker Max could be made of sunshine and puppies in his private life, for all I know, but the messages he’s sending are likely to give some dudes seriously bad and scary information about how to treat girls. I’m in agreement with the protesters on that point.

So even though it looks like Tucker Max the Movie is bad enough to make even a fratboy yawn, it’s Tucker Max the Brand that I’m wary of.

by Kjerstin Johnson
View profile »

Kjerstin Johnson is a writer and editor in Portland, Oregon. She is the former editor in chief of Bitch. She tweets at @kajerstin

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27 Comments Have Been Posted

Let's talk for a sec about

Let's talk for a sec about something Tucker glamorizes and pretends is funny in his 'book': filming a naked women in his bedroom without her consent. I don't think it's a coincidence that while he's doing this he is coaxing the girl to have anal sex with him, an exploitative act that a guy like him probably especially enjoys.

There's nothing funny about Tucker Max and what he represents and I applaud you guys for opening the flood gates. There is more to this 'story' than a douchebag degree. When I saw the 'facts' listed on his website my jaw nearly hit the floor. To see such brazen misogyny turned into catchy marketing slogans is very, very, very scary.

I'm glad that people are

I'm glad that people are fighting back against this monster. You're totally right, standing back and being complacent isn't going to prevent any rapes or repair the self-esteem of all the women who have been degraded by Tucker's gross stories. Even if Tucker hasn't assaulted a woman himself, I'm sure plenty of his moronic fans have done so as a direct result of his "comedy."

A thought:

I urge everyone to actually look at the cover of this book. It is a good representation of the motifs represented by these kinds of writers. A blonde (thin and white, obviously) woman, Tucker's arm firmly around her neck: implying ownership and control. Alcohol by the bottle in his hand: the bait. Her face cut out with a 'clever' graphic around it: she is faceless, not a person and as the graphic says in a shockingly direct way, she is disposable and replacable in an instant.

A year ago I arrived in

A year ago I arrived in France to be a teaching assistant. Someone who had lived in the apartment before me had left his book there. Being in a foreign country, bored, and not yet wanting to deplete my own precious supply of books, I read it. I had no idea who the guy was before this, and after reading it I'm mortified that he is as famous as (I now know) he is.

I'm not going to lie, some of his stories were hilarious, but all of them were childish. Most of them, but not all, focused on his sexual exploits. His only redeeming qualities are that he says he doesn't lie (the story about videotaping anal sex without the girl's consent, which yes I realize is horrible so I'm not excusing it, is the one time he claims he lied and he expressed some remorse about this.) and he believes rape is one of the worst things a person can do.

The problem is, he doesn't see any of his actions as rape. Having sex with women who are too intoxicated to consent is rape. Getting a woman drunk so that she will have sex with you - something she wouldn't do while sober - is rape.

At my college, all the freshmen have to go through a seminar about sexual violence, and they all learn that having sex with someone who will not consent or cannot consent due to intoxication is sexual assault and it will be treated as such by the school if it is reported. Sadly, not all people take this message to heart, but most do. I wonder what Tucker Max would say if confronted with a similar message.


Why is it ok for you to use the word bitch but when Tucker does it is offensive?

Henry, I don't see any

Henry, I don't see any comments on Tucker using this word, more on his general misogynistic portrayal of women and the approval of this kind of women degrading behaviour. The reason why I, as a reader, do not find "Bitch magazine" an offensive name, is because it's not meant degrading, or to put women down. C'est le ton qui fait la musique.

riddled with guilt... kind of

I am filled with guilt that I hope this hate monger, tucker the fucker, chokes on beer, panties, or the dildos he undoubtedly has hidden in his closet, and falls over dead. He is a disseminator of hate, and fills me with rage.
What makes one hate women so much? We live in a society where this figure is placed on a pedestal. Well I hope his 15 minutes ends soon and his fall results in a broken neck. This guy is a psychotic who should be in treatment for an obvious sexual dysfunction.
Could it be a sexual repression that he masks with woman bashing?
Looking at I see one (pathetic) person comments on how Tucker taught him how to be a man. Obviously that weak minded person doesn't have a mother or a father to provide him with guidance. People like Tucker and his fans make my entire being ache with sadness. It is moments like this where I need to remind myself of the decent men in the world, men who recognize the problem with glorifying Scott Peterson and advocating rape culture!!
He is as bad as Adolph Hitler and Saddam Hussein so I guess I should not feel so bad for thinking the world would be a better place without the likes of him.

SO why is it that when a guy

SO why is it that when a guy is a slut, and a jerk, you lambaste him as the devil...

But when a woman is a slut and a bitch, we're not allowed to say anything bad, because, well, she's a WOMAN.


He doesn't promote violence, he isn't pro-rape, and what you do here is pretty nicely nearing the line of "libel".

If you want to call him a rapist, or whatever else, he's said it himself: He'll sue you. And he'll win.

double standards

"When a woman is a slut and a bitch, we're not allowed to say anything bad, because, well, she's a WOMAN." Right... Why don't you go tell that to every woman who has ever been called a slut or a bitch? Oh wait, that's pretty much every woman ever.

If sex isn't sober and verbally consensual, it's legally questionable. Tucker Max encourages men to have sex with women who are incapacitated by alcohol, and that definitely counts as promoting rape and especially promoting rape <i>culture</i>.

I'm not just talking out of my ass here. I've read his book, his site, and his messageboards. It's true: if he decided to sue anyone, he would probably win... but that doesn't mean he would be right.


Tucker Max doesn't encourage having sex with women who are incapacitated by alcohol. In his book he never states anything about making sure the girl is drunk. A lot of his stories the girls are in fact sober. It is not all Tucker Max's fault in all of his experiences. If a girl, knowing who and the type of person Tucker Max is, still chooses to have sex with him or even mess around with him, is also in the wrong. It is girls like that that give other women a bad name and or reputation. So before just blaming one person, look at the bigger picture. It takes two to tango.

It does not matter how much

It does not matter how much sex he has if he respects women. But he does not. He delights in humiliating them, tearing them down, and generally not giving them even the smallest amount of respect. How this attitude does not promote violence and rape in anyone's mind is beyond me. He lets other men think that hurting women emotionally is ok so it is not a long step to actually trying to control them physically.


Are you saying that someone who humiliates and tears down his target, promotes violence and rape against them?

I'm sure if you read what you just wrote you would realize just how ridiculous such a conclusion is.

Stop turning feminism into a wildly irrational cesspool of hyperbole.

Scary Introspection

Sometimes serious attempts at introspection and self analysis can wind up being a little scary. Whilst contemplating the misogyny exhorted by Tucker max and comparing it to Y chromosome related defects I myself possess, I was mortified to find some similarities. I too am a self-professed asshole who has embraced his own assholism. I too think with the wrong head and have erred in the past by thinking of women as objects. That, however is where hopefully, he and I part company. Although I am cognizant of the fact that whilst being genetically male, and having been raised in the misogynist tradition, I have been and am a disgusting male pig, I also opine that I and other males should be made as aware as possible of how it feels to be on the receiving end of things. That is where a good strap-on could come in handy for Tucker Max. If he were to be on the receiving end, on a regular basis, of the very treatment he has advocated and apparently done to women perhaps his attitude might change. He could then write a book entitled 'an assholes guide to being handled like a prick'. Perhaps if he was the one getting pissed on, abused, and non-consensually groped or violated he could be transformed from being a douchebag into being some dominant woman's well trained pet. The subject of consensually accepted behavioral modification for males by females is a very large subject in an area not generally studied in a serious way by main stream media. Therefore I suggest a less serious good laugh at your own imagination with respect to Tucker Max's available opportunities for becoming educated (and they are available to him professionally- not from me though).

I'm a straight male, and for

I'm a straight male, and for me it's not hard to see what makes advice from someone like Tucker Max appealing to other males. Basically, the people who will be taking advice like this are mostly either aggressive, misogynistic assholes, or the less loudly misogynistic self-proclaimed "nice guys" who are sexually frustrated because they whine about not getting laid to every girl they meet.

Unfortunately, advice that basically says "treat all women like shit" only attracts the worst kind of women -- boring, self-obsessed, vapid girls who attach themselves to anyone oozing confidence. So it's not really of much use to anyone looking for a two-way relationship.

Unfortunately, men are generally still somewhat stuck in the old mentality of "whoever has the most women wins" (it's an evolutionary thing, we can't help it!), so it's difficult for any guy not to be jealous of assholes with lots of chicks on some level. But most reasonable guys will stop using this as their primary mentality with regards to women by the time they turn 20, because they will realize two things: first, not every man can be at the top; and more importantly, the women that these alpha-male types end up getting aren't all that great. So most men with any sense at all will try to meet women, instead of picking up chicks.

However, some men refuse to give up on being alpha-males even though they never will be. They listen to the misogynist bullshit people like Tucker Max say and get bitter that they will never have a satisfying relationship or have dozens of women chasing after them. These are the pathetic people who buy Tucker Max books and sell his t-shirts. Don't listen to them, don't talk to them, and for the sake of feminism, don't fucking sleep with them.

Dick Shtick

The weirdest thing about Tucker Max is not that he has embraced his inner asshole, but that the whole thing seems like a huge joke to him. He's clearly smart enough to market himself well and greedy enough to milk it for all he can get, no matter what the consequences of his influence.

He's a self-styled prophet and a born salesman. He seems to figure that anyone who is dumb enough to fall for his dick shtick <i>deserves</i> to be taken advantage of, whether it's the women who have sex with him or the millions (men <i>and</i> women) who buy his book.

I'm not trying to imply that women who attach themselves to men like Tucker Max get what they deserve. No one deserves that kind of misogynistic treatment, no matter how "boring, vapid and self-obsessed" they are. But people are being sold the idea that dickery equals strength, and I do agree that buying TM's products and/or sleeping his followers perpetuates this idea. Call that shit out. Champion better icons of masculinity. Suggestions?

If the dilemma is that we

If the dilemma is that we don't want to flatter self-styled douchebags by acknowledging them as superlative douchebags; but we don't want to let them dick around with impunity . . . I believe I have a compromise: PITY

I'm serious, not for Max himself but for the neo-misogynists that he speaks for. I feel sorry for the lonely, insecure men that the media-machine preys on. Its just like the women who waist all of their time and money on their appearance and develop catty, vapid personalities because they have been brainwashed by society. in both cases the motivations are essentially the same. remember, misogyny hurts men too.

Thank God I've never heard

Thank God I've never heard of him.

I know his "movie" is totally going to bomb. I think he needs a swift kick in the ass like Kanye West.

EDIT: So I checked out <i>I Hope They Serve Beer In Hell</i> on Amazon and read the first chapter they posted, and he's just an awful writer. He uses like zero adjectives, and all of his sentences are simple: The women had fake breasts. They were unattractive. I took a breathalyzer test. I blew a 0.02. I was happy.

His book sounds like a 5th grader wrote it. God, even Stephenie Meyer is a better writer than this clown.

And what the fuck is wrong with the publisher who decided that this was a good book to publish?

why are women publishing and

why are women publishing and promoting tucker max?


Ms. Priscilla Painton
Simon & Schuster Editor in Chief
RE: ASSHOLES FINISH FIRST, Secretive Tapings of Anal Sex without The Girl’s Consent, Corporate Douchebaggery, and the Epic Failure of I Hope They Serve Beer in Hell

“Little Italy is fighting back against Tucker Max's controversial ad campaign. Yeah, that poster on the right says, "Blind Girls Never See You Coming." Va fan culo, indeed.” --

Dear Ms. Painton,

I and my colleagues in the ART, FILM & LITERATURE GUILD have a couple questions regarding the direction you are taking Simon and Schuster in. Why are you guys/gals hating on art, literature, culture and America? It was recently brought to our attention that you are intent on publishing Tucker Max’s ASSHOLES FINISH FIRST, and that your company actually gave him a $300,000 advance for his fart art. As the editor in chief of Simon and Schuster, owned the CBS corporation, do you truly believe Assholes Finish First? It is oft said that girls like “bad boys.” Does Tucker’s fart art douchebag wit titillate and excite you? Is that why you are publishing and profiting from it? Did you laugh during Tucker’s recent film flop when what’s-his-name stated that overweight women aren’t real people? Do you smile smugly when your billion-dollar corporation profits from douchebaggery? “The ads were poetic ditties of white text on a black background. Like: "Blind girls never see you coming" and "Strippers Will Not Tolerate Disrespect (Just Kidding)."”

“Over at the Washington, D.C., premiere, Max’s video minion ridicules both Vietnamese and African-American women, the former for being employed as a pedicurist, and the latter for having a name he finds funny.”

Do you enjoy profiting from making fun of Asians and overweight women?

Does this make you laugh Ms. Painton? It is not too late to choose the right direction for Simon and Schuster and CBS and walk away from publishing Assholes Finish First. At most it will bring in a few pennies, which will lead everyone to conclude that you and CBS aren’t in it for the money, but just the debauchery and destruction of the culture. As Tucker Max pointed out, the feminist movement empowered women and gave them the right to choose the art they affiliated with and promote. So now, with all the power in your hands, what will you chose on behalf of women all over the world? Please do us proud and choose the right thing.

“The ad campaign for the new flick "I Hope They Serve Beer in Hell" includes slogans like "Deaf Girls Can't Hear You Coming" and "Strippers Will Not Tolerate Disrespect (Just Kidding!)."”

Why is corporate America, under your direction Ms. Painton, forcing epic “Richard Kelly” fail fart art and film on the common public? Do you also find secretive tapings of anal sex without the girl’s consent to be entertaining and titillating art?

Let's talk for a sec about something Tucker glamorizes and pretends is funny in his 'book': filming a naked women in his bedroom without her consent. I don't think it's a coincidence that while he's doing this he is coaxing the girl to have anal sex with him, an exploitative act that a guy like him probably especially enjoys.

“OK, we can try anal sex, but I want it to be special and romantic. .... process: I was going to fuck her in the butt and film it without her consent,” --

Do you and the CBS Corporation find this entertaining? As you know, sodomy is a sin in the Old Testament as is sex out of wedlock and fornication. What is your motivation in working with those who promote and profit from secretive tapings of anal sex?

Do you find such “literature” and “art” to be representative of Simon and Schuster and CBS?

“In one of his most notorious pieces, he convinces a girl to have anal sex and tapes it without her consent.” --

Despite the fact that teenagers nationwide are going to hear gem pick-up lines like "get away from me or I'm going to carve another fuck hole in your torso", what truly crowns this film as an epic fail is its apologetic attempt to masquerade gratuity as an Apatovian bromance. --

Ms. Painton—do you find that entertaining? Is it good literature? Do you consider demeaning stories about having sex with midgets good literature? Do you consider it good business to make fun of Asians, overweight women, and minorities so as to bolster your bottom line?

What is driving you to publish Assholes Finish First? What are your motivations? Money? America does not want Tucker Max, as demonstrated this past weekend at the boxoffice. Do you find these signs to be entertaining/a good CBS investment?

Just type Tucker Max into

Just type Tucker Max into google and let the predictive text take over. You get Tucker Max is...a tool...a liar...a fraud...a douchebag. The guy is a pansy, he gets butthurt when anyone throws the exact same funny barbs at him on his message board that he supposedly uses in his stories. He can't take his own medicine.

Look at this way folks, his movie is a shit bomb, it hasn't even broken a $900,000 in two weekends and a full week of release. Watching this tool fall on his face for his so called "art" is making me laugh my ass off.

This is all coming from someone who is generally on the MRA side of things.

Whether I agree or disagree

Whether I agree or disagree with this article is irrelevant, the point is that articles such as this will do absolutely nothing to deter Tucker Max. He is obviously well educated and has learned a trick or two about dealing with this sort of criticism. As opposed to violently opposing it, he absorbs it and comes back for more (Gandhi anyone?), and therefore, articles such as this do not deter fans, but rather alert those who would be interested in his website to its existence and actually incite his fans against your cause. This battle will go on and on for ever ( and free speech gives it the right to), but it is a waste of time and energy that could be devoted to activities that would further your cause. I suggest that if you are to stop the real issues you attribute to tucker max to stop wasting your time in attacking him.

the above comment was posted

the above comment was posted by tucker max, as verified by ryan holiday's blog. lol tucker. you are not well educated, you are a failed lawyer who never could pass the bar, from a school which isnt nearly as good as you think it is. you are a writer who cant write, and you are a liar who sucks at lying. you suck, and your movie sucked, and you are a sociopathic failure of a human.

Every time I see Tucker

Every time I see Tucker Max's face, it reminds me of people I went to high school with: bratty, spoiled, entitled rich kids. And I recall that I really felt somewhat sorry for them since they seemed to feel like they had no redeeming qualities. Tucker Max... I don't know what it is. A best part of me would pity him if he wasn't so distasteful, but another part of me reminds the other part about what he's done to women, and what his sick 'fans' want him to do to women in the name of 'entertainment' and 'humor' and I reminded that I still want to punch him.-) Thanks a lot for the post!

Just because Tucker Max went

Just because Tucker Max went to a particular university, does not mean that he is educated. Go to any major university and there are a few types such as this -- narcissistic, alcoholic, self proclaimed 'jerks', , who have had an easier path of financial, educational, and career opportunities simply because of their parents affluency. Pretty much wherever they go, they are an annoyance, much like a screaming child in the aisle that a parent chooses to ignore, the service staff at bars and restaurants loathes them, and these guys end up with interesting things in their drinks and dinner.

These men usually need a group of buddies to cheer on their gross habits and their cruelty, and understandably project hostility onto those individuals (especially women) who don't find them interesting. These types generally do well as long as they are successful, but once the sh*t hits the fan age wise, financial wise, or career wise, they turn belly up into even more revolting, addictive behavior (which is undoubtedly now happening, as his great film tanked and his latest book isn't as successful as his first). I think the focus should be on the universities for allowing a misogynist and racist to speak -- what's next, David Duke speaking about race relations?

If sex isn't sober and verbally consensual, it's legally questio

"If sex isn't sober and verbally consensual, it's legally questionable."
Really? So the couple should breathalyze each other before hand and must be below what limit? .05 blood alcohol level? and videotape a verbal assent to sex?
How about if the guy is drunk and the girl is sober? Is she raping him? How bout if they are both buzzed but not drunk? How about if she is high on pot and he's a little drunk?
Women drink because they want to lower their inhibitions. Men don't force women to drink.

Actually, this is not true.

Actually, this is not true. Or not strictly true. The image of centuries (or millenia) of women faultlessly suffering under the yoke of abusive men is cherry picking, of a sort.

A site dedicated to dispelling this impression:

The fact is that roots of both misogyny and misandry are go far deeper than just 'people are dicks.' There are real and important reasons that both attitudes, and their decryers, exist in society. Survival strategies that must remain locked in battle, because the battle itself is the strategy - not the victory thereof. Were either the champions of equality or of inequality to completely triumph, disaster would follow.

Douchebag Decree: Marketing Tucker Max | Bitch Media

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