What does "men should open up and be vulnerable" actually mean?

Men do bottle up emotions or ignore them because society at large really doesn't give a shit. When I learned about the battle against toxic masculinity I was really excited, but amongst liberals and feminists I've noticed that when men do open up, they often dismiss it. Sure other men might tell men "man up, just get over it" but the so called compassionate ones say the same thing with different words: "just be confident, be happy being you". None of that is useful and seems like a cop out to seem like you listened when it's really just cookie cutter phrases to sound nice. If men persist past that, we're told "we're not your therapists" yet women can go on and on for days about each others problems no matter how petty.

So what's the he acutal deal?
What does "men should open up and be vulnerable" actually mean?
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