What do Logan Paul, Rex Fridman, Nerk Boys, Sean Ryan, and Theo Von have in common? They’re all influencers and streamers with millions of followers, most of them young people. and a man. And in recent months, each of them has interviewed Donald Trump.
This is no coincidence. Trump narrowly lost the White House in 2020 in key states such as Pennsylvania, Wisconsin, Georgia and Arizona. Much of that loss can be attributed to new Gen Z voters, the age group that supported Joe Biden by the widest margins. Mr. Trump knows that if he had narrowed the gap even slightly with younger voters, the outcome could have been very different.
To avoid a repeat of his 2020 defeat, Trump is implementing strategies aimed at connecting with Gen Z culture, including engaging with so-called gym buddies.
This phenomenon has received a lot of attention on social media in recent years. The hashtag #gymbro has been used more than 1.7 million times on Instagram, and TikTok videos featuring the trend have racked up millions of views. These posts typically feature young men showing off their physiques or influencers offering advice on their diet and exercise habits.
Gym buddy structure
The followers of the #gymbro hashtag overlap considerably with the audiences of influencers like Logan Paul and Nerk Boyz. This is not surprising. Logan Paul is a professional wrestler, actor, and YouTuber, while Nerk Boyz regularly produces content for the popular mixed martial arts league, UFC. Many of my gym buddies are also UFC buddies.
But why are these young people leaning toward Trump? Research from the University of Arkansas and Brunel University in London shows that muscular men are more likely to be conservative and social than less physically dominant men.・They are often perceived to have low support for economic equality, and are said to be more likely to support right-leaning politics.
In addition, influencers and social media also play a role in shaping these views. Much of the content from creators like Nerk Boys targets women and perpetuates traditional, often sexist values. Some men who feel that this social model is under threat may look to Mr. Trump as a champion of those ideals.
Young people increasingly consume information through social media, and algorithmically generated echo chambers and filter bubbles reinforce existing biases and encourage insular behavior. Rebecca Jennings has warned of the rise of “two different internets”, each pushing opposing ideas and values. One for boys and one for girls. For many gym buddies, this means daily exposure to content that amplifies masculinity and conservatism.
political influence
The gender gap between Generation Z is becoming more pronounced in many parts of the world. While young women are becoming more left-leaning, men are becoming more right-leaning. This trend has also surfaced in recent elections, such as those in Argentina, the European Parliament elections, and local elections in Germany.
Historically, young men have been less politically active than their female counterparts, and women have been more involved than the average of all age groups, according to research by generational researcher Jean Twenge. As a result, Gen Z was primarily progressive. But as more young people become politically active, this dynamic may shift, narrowing the progressive advantage of centenarian voters.
Trump has a 13-point lead over Vice President Kamala Harris among Gen Z men in six of the nation’s most competitive states, according to a New York Times poll. But the broader age group, regardless of gender, remains Democratic, with Harris holding a staggering 51-point lead among Gen Z women.
If President Trump is to close the gap among centenarian voters, he will need to mobilize young men more effectively than he has in the past. This explains his outreach through numerous interviews with influencers, his presence at UFC matches, and the participation of fighters at his events.
Essentially, Trump is working hard to turn his gym buddies into Trump buddies.
Antoni Gutierrez Rubi is a communications advisor.
@antonigle
Sign up for our weekly newsletter and get more English news coverage from EL PAÍS USA Edition
