Bro Culture: Icing on the Social-Marketing Cake? - TIME
The bro is nothing new, of course — just a term to describe raunchy young men. Bros, by any other name, have been around for decades. They predate Animal House and continue to show up in pop culture in MTV series like Jackass and Bromance and in movies like I Love You, Man and The Hangover. The probable etymology of bro: inner-city guys called each other "brother," which was appropriated by Hawaiian dudes as "brah." Some frat boy picked it up in the islands and brought it home as "bro." The term really took off, however, in 2007 when a University of Florida student begged a stun-gun-wielding campus cop, "Don't tase me, bro."
