What do Logan Paul, Lex Fridman, the Nelk Boys, Shawn Ryan, and Theo Von have in common? They’re all influencers and streamers with millions of followers, who are predominantly young and male. And in recent months, they’ve each interviewed Donald Trump.
This is no coincidence. Trump lost the White House in 2020 by a slim margin in key states like Pennsylvania, Wisconsin, Georgia, and Arizona. Much of that loss can be attributed to new Gen Z voters, who were the age group that supported Joe Biden by the widest margin. Trump understands that if he had closed the gap with younger voters even slightly, the outcome could have been very different.
To prevent a repeat of his 2020 defeat, Trump is implementing a strategy aimed at connecting with Gen Z culture, which includes engaging with so-called gym bros.
This phenomenon has gained significant traction on social media in recent years. The hashtag #gymbro has been used over 1.7 million times on Instagram, and TikTok videos featuring the trend have amassed millions of views. These posts typically showcase young men flaunting their physiques or influencers offering advice on diet and exercise routines.
Anatomy of the gym bros
Followers of the #gymbro hashtag overlap significantly with the audiences of influencers like Logan Paul and the Nelk Boys. This isn’t surprising — Logan Paul is a professional wrestler as well as an actor and YouTuber, while the Nelk Boys regularly produce content with UFC, a popular mixed martial arts league. Many gym bros are also UFC bros.
But why would these young men lean toward supporting Trump? Studies from the University of Arkansas and Brunel University in London suggest that muscular men are often perceived as more conservative and less supportive of social and economic equality than their less physically dominant peers, making them more inclined to favor right-leaning politics.
Additionally, influencers and social media play a role in shaping these views. Much of the content from creators like the Nelk Boys objectifies women and perpetuates traditional, often sexist values. Some men, feeling that this model of society is under threat, may turn to Trump as a figure who represents a defense of those ideals.
Young people are increasingly consuming information through social media, where echo chambers and filter bubbles generated by algorithms reinforce their existing prejudices and promote insular behavior. Rebecca Jennings has warned of the rise of “two different internets,” one for boys and one for girls, each pushing opposing ideas and values. For many gym bros, this means daily exposure to content that amplifies machismo and conservatism.
The political impact
The gender gap among Generation Z is becoming more pronounced across much of the world. While young women are leaning further to the left, men are increasingly shifting to the right. This trend has surfaced in recent elections, such as Argentina’s, the European Parliament elections, and Germany’s regional elections.
Historically, young men were less politically active compared to their female peers, who were more engaged than the average across all age groups, according to research by Jean Twenge, a generational studies expert. As a result, Generation Z was predominantly progressive. However, this dynamic may be changing as more young men become politically active, potentially narrowing the progressive edge of centennial voters.
According to a New York Times poll, Trump holds a 13-point lead over Vice President Kamala Harris among Gen Z men in the six most contested U.S. states. However, the broader age group, without gender distinction, continues to lean Democratic, with Harris leading among Gen Z women by a staggering 51 points.
For Trump to close the gap among centennial voters, he must mobilize younger men more effectively than he did in the past. This explains his outreach through numerous interviews with influencers, his presence at UFC fights, and the inclusion of fighters at his events.
In essence, Trump is working hard to turn gym bros into Trump bros.
Antoni Gutiérrez-Rubí is a communications advisor.
@antonigr
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Publish date : 2024-10-14 01:05:00
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