Taxonomy of the Trump Bro

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The MAGA hats were flying like Frisbees. It was two weeks before Election Day. Charlie Kirk, the Millennial right-wing influencer, had been touring college campuses. On this particular Tuesday, he’d brought his provocations to the University of Georgia. Athens, where the school’s main campus is located, is an artsy town in a reliably blue county, with a famed alternative-music scene. (R.E.M., the B-52s, and Neutral Milk Hotel are among the many bands in the city’s lore.) But that afternoon, the courtyard outside the student center was a sea of red, with thunderous “U-S-A!” chants echoing off the buildings. Kirk had arrived on a mission: to pump up Gen Z about the return of Donald Trump. He was succeeding.

I was standing in the back of the crowd, watching hundreds of young guys with their arms outstretched, hollering for MAGA merch. Once a stigmatized cultural artifact, the red cap is now a status symbol. For a certain kind of bro, MAGA is bigger than politics. MAGA makes you manly.

MAGA, as this week affirmed, is also not an aberration. At its core, it remains a patriarchal club, but it cannot be brushed off as a passing freak show or a niche political sect. Donald Trump triumphed in the Electoral College, and when all the votes are counted, he will likely have captured the popular vote as well. Although it’s true that MAGA keeps growing more powerful, the reality is that it’s been part of mainstream culture for a while. Millions of Americans, particularly those who live on the coasts, have simply chosen to believe otherwise.

Democrats are performing all manner of autopsies, finger-pointing, and recriminations after Kamala Harris’s defeat. Many political trends will continue to undergo examination, especially the pronounced shift of Latino voters toward Trump. But among all the demographic findings is this particular and fascinating one: Young men are more conservative than they used to be. One analysis of AP VoteCast data, for instance, showed that 56 percent of men ages 18–29 supported Trump this year, up 15 points from 2020.

Depending on where you live and with whom you interact, Trump’s success with young men in Tuesday’s election may have come as a shock. But the signs were there all along. Today, the top three U.S. podcasts on Spotify are The Joe Rogan Experience, The Tucker Carlson Show, and The Charlie Kirk Show. All three hosts endorsed Trump for president. These programs and their massive audiences transcend the narrow realm of politics. Together, they are male-voice megaphones in a metastasizing movement across America. In 2023, Steve Bannon described this coalition to me as “the Tucker-Rogan-Elon-Bannon-combo-platter right.” Trump has many people to thank for his victory—among them men, and especially young men with their AirPods in.

Trump can often be a repetitive bore when speaking in public, but one of his more interesting interviews this year was a conversation with dude-philosopher Theo Von. As my colleague Helen Lewis wrote, Trump’s “discussion of drug and alcohol addiction on Theo Von’s This Past Weekend podcast demonstrated perhaps the most interest Trump has ever shown in another human being.” (Trump’s older brother, Fred Trump Jr., died of complications from alcoholism at the age of 42.) Similarly, five days before the election, Trump took the stage with Carlson for a live one-on-one interview. The two bro’d out in an arena near Phoenix, and that night, Trump was especially freewheeling—and uncharacteristically reflective about the movement he leads. (Trump looks poised to win Arizona after losing it in 2020.)

It’s not just one type of talkative bro who has boosted Trump and made him more palatable to the average American. Trump has steadily assembled a crew of extremely influential and successful men who are loyal to him. Carlson is the preppy debate-club bro. Rogan is the stoner bro. Elon Musk is the tech bro. Bill Ackman is the finance bro. Jason Aldean is the country-music bro. Harrison Butker is the NFL bro. Robert F. Kennedy Jr. is the crunchy-conspiracist bro. Hulk Hogan is the throwback entertainer bro. Kid Rock is the “American Bad Ass” bro. And that’s hardly an exhaustive list. Each of these bros brings his own bro-y fandom to the MAGA movement and helps, in his own way, to legitimize Trump and whitewash his misdeeds. Some of these men, such as Kennedy and Musk, may even play a role in the coming administration.

My colleague Spencer Kornhaber wrote this week that Democrats are losing the culture war. He’s right, but Trumpism extends even beyond politics and pop culture. I’ve been thinking a lot about that day I spent at the University of Georgia. Students I spoke with told me that some frat houses off campus make no secret of their Trump support, but it seemed less about specific policies and more about attitude. That’s long been the open secret to Trump: a feeling, a vibe, not a statistic. Even Kirk’s “free speech” exercises, which he’s staged at colleges nationwide for a while now, are only nominally about actual political debate. In essence, they are public performances that boil down to four words: Come at me, bro! Perhaps there is something in all of this that is less about fighting and more about acceptance—especially in a culture that treats bro as a pejorative.

These Trump bros do not all deserve sympathy. But there’s good reason to try to actually understand this particular voting bloc, and why so many men were—and are—ready to go along with Trump.

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