Ha, I've just realised my name has "lad" and "dad" in it. Nothing to do with this thread, I assure you!
Traditional male role - as in the men being the breadwinners, the men socially taking the upper hand in social situations (NOT lad culture, but a lot more dominating nevertheless), the men driving cultural change.
Traditional females - their social sphere being more centred around home and family life, and taking a submissive standpoint.
I'm arguing that as these social/economic roles have changed drastically, the retaliation is in the form of trying to keep the women sexually submissive in the form of lad culture.