In some ways, the 'bro' is not new. He's there, for example, in Philip Roth's "Goodbye Columbus" as Ron Patimkin, the big athletic empty-headed brother of Brenda.
What's different is that in the 1960s, it seemed fundamentally untenable to be Ron for an extended period of time. Ron only really made sense as a college athlete, and now he's stuck with a bunch of mannerisms and interests that seem vaguely out of place.
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