UrbanDictionary defines the ‘bro‘ species as “obnoxious partying males who are often seen at college parties. They usually just stand around holding a red plastic cup waiting for something exciting to happen so they can scream something that demonstrates how much they enjoy partying.”
You know the type. And if you are in college, chances are high you have partied with one, become friends with one, or (gasp) have turned into one. Bros aren’t a rare species, they populate and reproduce like crazy (opportune times: fraternity rush, sport’s team involvement, spring break).
The slightly media-frenzied story of the shut down of brosicingbros.com has brought the species of ‘bro’ (and our confusing adoration for them) to prominent public attention.
In a society which jumps from trend to trend like a child with ADHD, the trend of worshipping “bro culture” has always been around. Some times it ebbs and sometimes it flows like a newly tapped keg.
Right now, the bro-beer is flowing.
Though we had to say ‘hasta la vista‘ to the Smirnoff Ice worshipping website, an article on Time.com by Ella Quittner (yeah, even Time is talking about this) assures us we are not saying goodbye to “bro culture.” In fact, almost anywhere you look right now you can find bro-culture being held on a pedestal.
The site was merely one in a vast constellation of dude-oriented sites that get millions of page views each month.
Sites like Bros Like This Site, The Bro Bible, and Tucker Max’s Blog are the ultimate odes of bro tribute.
But the web is not the only place to get your bro-fix. Think about it. It is in the movies; I Love You Man, Old School, The Hangover. It is on television; Jackass, Bromance, Greek, Entourage. It is even in books (yes bros can read); I Hope They Serve Beer in Hell.
But why is there a ridiculous amount of worship and attention given to a culture that can’t manage to do dishes and must always drink from a red solo cup? Easy answer. It is marketable.
Here is how Time.com break this down:
It’s a petri dish–like environment just waiting to spread new germs — exactly the kind of environment, in other words, that marketers crave. “We’re constantly getting e-mails for websites and products,” says BroBible founder Doug Banker. “It’s a great vehicle to unveil new products and new trends.”
And currently it is the only vehicle marketers have been able to confidently tap into.
Time.com explains again:
Ever since Facebook first showed its face seven years ago, marketers have been struggling to crack the code and tap into the exponential growth metrics of social networking.
Over-acheiving bros used social networking sites (mainly blogs) to make fun of their own culture and promote it. For as much as you may disapprove of the beer-bong wielding set, you have to give them some credit. Bro culture is a professionally built machine. Yelling “frat, frat, frat” at a party didn’t get this done – some brother sitting in the back of the room saw a population that loved it’s culture and, even more so, loved to brag about it. That’s what makes it so marketable. Being a bro can get you made fun of, but it can also place you in an envious position. Therefore, it can be sold.
Being a college girl with a social life (shocking right?), I am plagued by this bro-demic. Bros are some of the best guys I know and they are some of the worst. But regardless where they fall on this spectrum, they have something undeniable – a marketing/branding power. Now is the time to “harness the power of the bro.”
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