Why are regressive expressions of masculinity now so popular?

In a justly famous 1910 essay titled “The Moral Equivalent of War”, the American philosopher William James rejected the “fatalistic view” that war is an inevitability between nations, and expressed his hope of “a future when acts of war shall be formally outlawed as between civilized peoples”.

For all this, however, James confessed that he did not believe “peace either ought to be or will be permanent on this globe, unless the states … preserve some of the old elements of army-discipline”. He feared that, in the absence of the cultivation of certain martial virtues — “intrepidity, contempt of softness, surrender of private interest, obedience to command” — a “peace-economy” would ultimately devolve into a “simple pleasure-economy”. Hence his appeal to discover what he would call a “moral equivalent of war”:

“If now — and this is my idea — there were, instead of military conscription, a conscription of the whole youthful population to form for a certain number of years a part of the army enlisted against Nature, the injustice would tend to be evened out, and numerous other goods to the commonwealth would remain blind as the luxurious classes now are blind, to man’s relations to the globe he lives on, and to the permanently sour and hard foundations of his higher life.”

What William James is calling for, of course, is a form of national service — a mass mobilisation of young men (and it is, unquestionably, men that James has in view), not in order to engage in warfighting, but for the sake of nation-building. The cultivation of manliness and military discipline that would result, James hoped, would then form a kind of “cement” upon which peaceful societies could be built.

It is a compelling vision, and resonates with calls in many quarters for the establishment of forms of compulsory national service and the restoration of rites of passage for young men — collective experiences meant to initiate them into adulthood, and prepare them for the responsibilities that come along with it. These calls are also arising at a time when the very concept of masculinity itself is shrugging off a degree of the shame or opprobrium it has accumulated (most often in the form of the adjective “toxic”), particularly under the aegis of the #MeToo movement.

Indeed, one of the more conspicuous dynamics at work during the 2024 US presidential campaign was the relentless association of “liberals” or “Democrats” with weakness, enfeeblement, effeminacy, hysterical emotionality … whereas Donald Trump and his ilk were powerful, rebellious, virile, stoic — in a word, masculine. It was hardly coincidental that Trump made so many appearances at UFC events and on macho podcasts. In its own way, the 2024 US presidential election was restaging the ancient contrast between Sparta and Athens, between Rome and Greece.

“Extreme fitness” content online, the almost religious significance of gyms and the iconography of the “swoll” male body does seem to point to a kind of rejection of the liberal “pleasure economy” in favour of the military virtues of “hardihood”, discipline, preparedness to struggle, “contempt of softness”.

And yet this performative masculinity ultimately lives and thrives online — and as such, is not only narcissistic but eschews the “surrender of private interest” and “obedience to command” that William James believed needed to be cultivated in order to ward off self-directed egotism.

If we accept that young men may be craving the restoration of a sense of honour, of pride even, to the concept of masculinity, can this be done without the performative egotism, without the contempt for “softness”, without the will to dominate, that seems so much part of online culture?

You can read Samuel Cornell’s article “Welcome to the age of fitness content — where men train for battle without ever experiencing war” on ABC Religion & Ethics.