brocart

Brocart is a term used in online discourse to describe a loose genre of memes, videos, and image-based content that centers on “bro culture”—a masculine-coded milieu associated with gym lifestyle, competitive banter, and brand-driven aesthetics—and employs satire, self-parody, or marketing parody. The term is typically applied to content that either mocks or amplifies the tropes linked with male camaraderie, aggressive consumerism, and online hype.

The origin and exact authorship of brocart are unclear. The term appears in online forums and video-sharing communities in the 2010s and has since circulated across social media. It is generally treated as a descriptive label rather than a prescriptive movement, with different creators using it to pursue varying satirical aims.

Common features include macho slang or catchphrases, imagery of workouts, cars, and branded products, rapid editing, and self-referential humor that acknowledges the performative nature of online personas. Formats range from image macros and GIFs to short looping videos and parody advertisements.

Reception is mixed. Some observers view brocart as a playful critique of consumerist masculinity and the performative aspects of online bonding. Others criticize it for perpetuating stereotypes or for blurring lines between satire and endorsement.

See also: meme culture, internet subcultures, satire, marketing in popular culture.