Культура "лэдов": британский феномен 90-х и его наследие.

British and Irish subculture
Lad culture (also the new lad, laddism) was a media driven, principally British and Irish subculture of the 1990s and the early 2000s. The term lad culture continues to be used today to refer to collective, boorish or misogynistic behaviour by young heterosexual men, particularly university students. Al Murray's Happy Hour and They Think It's All Over were television programmes that presented images of laddishness dominated by the male pastimes of drinking, watching football, and sex.

Lad culture grew beyond men's magazines to films such as Snatch and Lock, Stock and Two Smoking Barrels.

Lad culture was strongly associated with an ironic position. The strapline of the leading lad mag Loaded was "for men who should know better." The BBC in a 1999 review called "Our Decade: New Lad Rules the World" identified that one of the key concepts associated with lad culture (alongside curry and foreign stag weekends) was "anything being acceptable if its "ironic"." This was a form of distinctively British class play: middle or aspiring middle men were playing at being working class. A 2012 National Union of Students report citing the academic John Benyon identified how "Uncensored displays of masculinity during the 1990s were deemed by those involved to be ironic by their very nature. He [Benyon] highlights how the magazine Loaded consciously reduced working class masculinities to jokes, interest in cars and the objectification of women, and dismissed criticisms as humourless attacks on free speech which failed to see the ironic nature of the representations."

Though always principally driven by the media, the concept of the "lad" or "new lad" was widely discussed at the time as a male backlash to feminism and changing gender norms. For example, the writer Fay Weldon claimed in 1999 that, "laddishness is a response to humiliation and indignity  the girl power! girl power! female triumphalism which echoes through the land". Commentator Helen Wilkinson believes that lad culture has affected politics and decreased the ability of women to participate. The UK's largest student union warned in a 2015 study that universities were failing to address the issue of lad culture, with almost half (49%) of all universities having no policy against discrimination due to sexuality, or anti sexual harassment policies.

The word "ladette" was coined to describe young women who take part in laddish behaviour. Ladettes are defined by the Concise Oxford Dictionary as: "Young women who behave in a boisterously assertive or crude manner and engage in heavy drinking sessions." The term is no longer widely used. for example "Ad lay" to refer to a fellow "Lad". Lad rap is a growing underground hip hop scene in Australia.