The Beef of Masculinity: Unpacking the Crisis of Identity Among American Men
In a world where traditional beacons of secure manhood are dwindling, a growing subculture of young and working-class men is turning to maxxing out their bodies as a way to reclaim value in a labor market that increasingly devalues physical work. This phenomenon is reflected in the rise of carnivore aesthetics, lifting culture, and hyper-protein diets, which have become a staple of the “manosphere” – a group of influencers and advocates who promote a nostalgic vision of masculinity.
At the forefront of this movement is the Liver King, a fitness influencer who consumes raw organ meat to maintain an “ancestral lifestyle.” His millions of followers on Instagram and TikTok tune in specifically for this content, which has become a symbol of the crisis of identity among American men.
A History of Beef and Masculinity
The obsession with beef and masculinity in America dates back at least 140 years. In 1886, Henry James published his novel The Bostonians, in which the unsympathetic Southern patriarch Basil Ransom thunders: “The whole generation is womanized, the masculine tone is passing out of the world; it’s a feminine, nervous, hysterical, chattering, canting age, an age of hollow phrases and false delicacy.”
Later, in 1909, Woods Hutchinson, a physician and health writer, wrote a bestselling book of health advice for young men, Instinct and Health, advising that men consume: “Meat! R-r-red meat, dr-r-ripping with b-l-lood, r-r-reeking of the shambles!”
This nostalgia for a bygone era is not new. Every generation discovers its own version of “boy kibble” – a term that refers to the cheap, protein-dense food that is promoted by fitness influencers as a way to build muscle and reclaim masculinity.
The Manosphere Revives an Old Script
Today’s masculinist influencers warn that masculinity is under siege and argue that modern society has made men dangerously weak. They promote a vision of masculinity that is rooted in nostalgia for a mythic time when real men roamed the earth like dinosaurs – brawny men, physically strong, emotionally stoic, effortlessly dominant.
This vision is not only unrealistic but also damaging. It perpetuates a culture of toxic masculinity that emphasizes aggression, dominance, and control over women and marginalized groups. It also ignores the complexities of masculinity and the many ways in which men can be strong and vulnerable at the same time.
Beef: A Symbol of Masculinity
Beef has become a symbol of masculinity in the manosphere. Influencers like the Liver King and Andrew Tate promote a diet that is rich in protein and low in carbohydrates, arguing that this is the key to building muscle and reclaiming masculinity.
However, this diet is not only unhealthy but also unsustainable. Meat prices have been climbing steadily, from an average of around $3.55 a pound for ground beef when President Trump first took office to about $6.75 a pound in 2026.
Combine these carnivorous cravings with the compulsive bodybuilding and muscle-maxxing, and you have a cardiovascular nightmare. The fantasy that masculinity can be recovered through diet is as old as the United States, and every generation eventually learns that strength of character cannot be bought by the pound.
Conclusion
The crisis of identity among American men is a complex issue that cannot be reduced to a single cause or solution. However, it is clear that the rise of the manosphere and the promotion of a nostalgic vision of masculinity is a major contributor to this problem.
By promoting a culture of toxic masculinity, these influencers are perpetuating a cycle of aggression, dominance, and control that is damaging to individuals and society as a whole. It is time for a more nuanced and realistic conversation about masculinity, one that recognizes the complexities and vulnerabilities of men and promotes a more inclusive and compassionate vision of what it means to be a man.
Ultimately, masculinity is not a diet nor a fashion accessory. It comes from within, being morally and emotionally strong enough to serve one’s family, community, and nation. That’s the meat of the issue.