The Trump Campaign Is All In on Dude-Bro Politics

She continued: “Most cultures have rites of passage to grow up. It’s not an easy thing to do, and we don’t in America. And we lost, for a generation, a lot of traditional role models … What we got in their place were these internet influencers and celebrities whom a lot of people aspire to be now.”

Democrats are attempting to create their own contrasting vision for masculinity in light of Trump embracing these creators. Last week, Mike Nellis, a Democratic digital strategist, helped organize the White Dudes for Harris organizing call, where dozens of white male politicians and celebrities spoke to thousands of their white male counterparts about voting for Harris. Throughout the call, many of the speakers—including Harris’ veep pick, Tim Walz—made the case for these same disaffected young men to abandon the Republican Party.

“I think that there are millions and millions of white dudes in this country who are sick and tired of MAGA politics and who reject Project 2025 and need a model and permission structure for something else, and so that’s what we’re doing with White Dudes for Harris,” says Nellis.

Nellis saw Harris’ decision to bring Walz onto her ticket as another play at attracting white male voters. “The guy’s a father, and what would be like a ‘real man’ on paper. But here he is supporting and advocating for women’s rights. He’s campaigning for a woman of color for president. He’s talking about ending gun violence,” says Nellis. “There are new models out there, and so I think that there’s a fight over what it means to be a man.”

“We’ve had a cultural problem with young men for a number of years that is now becoming a political problem, and both parties are recognizing it,” says Kleinfeld.

Back in 2019, I profiled a YouTuber named Joey Salads who was running for a Staten Island House seat against Nicole Malliotakis. He never stood a chance at winning, but his Instagram model girlfriend, nice cars, and 10 million followers convinced him he had a shot. Salads admired Trump, seeing him as someone for whom the rules also did not apply in the pursuit of money and success.

4chan incels and hypermasculine YouTube pranksters had been viewing Trump as a role model even before the former president was elected. In 2024, those influencers and brainrotted forum posters have more influence than ever, and they’re paying it forward to the man who made it all possible.

“In a way, they’re kind of like post-incels, having overcome some of their inceldom with fame and followers but retaining the resentments and insecurities that get expressed in bizarre ways,” Jack Z. Bratich, a communications expert and professor at Rutgers University, tells me. “It’s possible Trump’s campaign is trying to extend their reach with these types, or else they are just seeking to increase the voting numbers of young men and happen to have stumbled upon this new mutation of online youth.”

Around 49 percent of young white men voted in the 2020 election, according to data from the Center for American Women and Politics. That’s a nine point increase from 2016.

The Chatroom

Thank you to everyone who has written in with such thoughtful responses to my last newsletter. I really appreciate the questions and being able to speak with some of you directly.

For this week, I want to hear what you think about how Republicans and Democrats are reaching young men this election cycle. Have you had any conversations with people in your life who have convinced you that it’s working? Is there something else they should be doing?