Before the internet, Geeks lurked in the shadowy recesses of their bedrooms and computer labs. At the same time, as-of-yet unclassified, attention seeking Hipsters scowled at any of the much-sought-after attention paid to them. And Bros did what they did best—binge drink and hi-five—in the privacy of their fraternities or sports bars.
Today, thanks to the increasingly specialized blogosphere and social networks, the sociological magnifying glass has elevated these groups from marginalized and/or misunderstood subcultures to wildly popular social phenomena. Now, anyone with the internet can spot, identify and accurately name a multitude of species of human.
We’re intrigued by the effect the blogosphere and social media has had on these groups. So, we set aside a little of our own blog real estate to take a closer look at these fascinating creatures.
For this installment, we take a look at everyone’s favorite beer-swilling, lacrosse-playing alpha males: Bros.
Ages ago (in internet history), specifically the summer of 2010, “Bros Icing Bros” was the website of the Broment. After Smirnoff shut down the site, it seemed that Bros-as-an-internet-meme was about to disappear as quickly as a 30-rack of Key on a Fraturday night.
However, other sites are carrying the torch. Broslikethissite.com evangelizes the Bro lifestyle, while brobible.com and barstoolu.com put current events and pop culture through the Bro Filter.
What’s unusual about this? The kind of spotlight Bros are receiving is usually reserved to normally-maligned subcultures such as Geeks and Hipsters. Never before has so much attention been paid to a majority group.
Bros are among us. You may be friends with one, you may be related to one, you may even be one (Should the latter be true, then by all means, bump it). And while the majority of the majority may not be the chug-a-lug frat boys that are normally depicted, lots of guys possess Bro qualities. Brociety is a spectrum, and like other subcultures, only the most extreme examples garner attention and meme-dom.
Like any subculture, Bros are not without their own hallmarks and traditions. These include, but are not limited to: sports, booze, hot chicks, booze, sports, hot chicks and booze. Lesser known aspects include: shoehorning the word Bro into any noun that can take it (such as Brosef Stalin, Brohio State, and Four Broko), and an obsession with things being “chill.”
How does one market to this demographic without pandering? The answer to this question is as elusive with Bros as it is with Nerds and Hipsters. Especially Hipsters.
The subversive nature of the Bro culture makes them similar to Hipsters, which is ironic, considering their diametric opposition. Both are an equally slippery market. There is a razor-thin line to walk between making fun of Bros and appealing to them without resorting to the darker aspects of Bro culture—specifically misogyny, binge-drinking, and lacrosse. Bros are a subculture of extremes. A failed campaign targeted at Bros is one that didn’t go far enough. Going too far, however, carries the risk of alienating everyone else. Especially Hipsters.
Although hidden in plain sight, Bros have a secret culture all their own. Marketing to them requires a strict adherence to their sometimes Byzantine social code. Plan accordingly, bro.
Photo courtesy of FraternityLegends.com. Thanks, bro.