London uses the generic term "the man" to place emphasis on nature as more of a character. The man is pretty much a flat character. He symbolises the arrogance and weakness of humans when they do not heed nature's warnings. I suppose in this case London might be referring to white man in particular for the natives around this land would not make such foolish mistakes, "He was a newcomer! in the land, a chechaquo, and this was his first winter." He is versed in the ways of the outdoors. He knows what cold is but lacks the "imagination" to deal with nature's abilities when she (nature) is not respected.