In February, Secretary of Health and Human Services Robert F. Kennedy Jr. shared a video of him eating steak, exercising shirtless and drinking whole milk in a hot tub with ’00s-era musician Kid Rock. The internet’s response to the video was largely bewilderment and mocking, but whether or not the pair succeeded in looking cool, they certainly telegraphed an attempt at masculinity.
The video draws a straight line between the person responsible for U.S. food and health policy and the “manosphere,” as some call it — the side of the internet that largely consists of fitness videos aimed at young men but is also known for introducing its followers to misogynistic, homophobic and antisemitic ideas. So, it might be worth paying attention to what he — and other men in the public eye — wants to be seen eating.
Research shows that not only do men tend to eat more meat than women globally, but also that men are more reactive and defensive to messaging that suggests they lower their meat consumption, be it for personal health or ethical, animal welfare or climate-related reasons.
The beef-loving, vegetarian-hating dad guy is a pop culture trope at this point: Think “Parks and Recreation’s” Ron Swanson, or Homer Simpson, who famously said, “You don’t win friends with salad.” Cartman of “South Park” once said, “If you don’t eat meat at all, you become a pussy” (which, in the show’s context, turned out to be kind of literally true). In any case, you can bet that the manliest man dudes, whether aspirational or not, will be offended and maybe even downright hostile if presented with a meatless plate.
