I think there are still certain times when women in contemporary society must "put on" masculinity in order to achieve certain goals. For example, on job interviews or anywhere in the office a woman is looked down upon if she dresses in mini skirts and "showy" tops. Now I am not saying this should be worn around the office, but women are expected to dress more masculine in things like pants and blazers.
Also, in things like sports, women are not taken as seriously if they show up on a soccer field or baseball field in make up and looking cute. Women need to make themselves look more masculine (no make up, hair pulled back) to portray a competitive and strong competitor. Otherwise people will just laugh and not take them seriously.
When trying to think of how men may be encouraged by society to "perform femininity" the only thing I could think of is in romance movies how men need to show more emotion and cry. The men need to show their "female" side in these movies and show their vulnerability.
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