From Buzzword to Cultural Critique

Another week brings us a fresh buzzword to dissect—this time, it’s the term "performative male." It describes a type of straight man who reads books, sips lattes, and carries tote bags not out of genuine interest but to impress progressive women. This idea has been cemented in popular culture through various trends and articles from outlets like The New York Times and Vox.

The Latte: A Symbol of Liberalism

For years, the latte has served as an emblem of liberalness, femininity, and pretentiousness. Journalist David Brooks first used the term "latte liberal" in 1997 to mock the blend of consumerism and leftist ideals—organic produce and world music became the aesthetic markers of a privileged left. The latte, as a cultural signifier, insinuates that liberalism is a luxury and paints its drinkers as soft and effete.

Lattes and Politics

Lattes leaped into the political spotlight in 2004 when a Republican PAC attacked presidential candidate Howard Dean, dubbing him a "latte-drinking, sushi-eating left-wing freak show." The drink also came to symbolize gentrification, often linked to the rise of hipster culture in Brooklyn neighborhoods like Williamsburg.

The Gendered Connotations of a Latte

In recent discussions about the so-called performative male, drinking a latte has taken on derogatory tones. Newt Gingrich once criticized New York Mayor Bill De Blasio for his "small soy latte liberalism," highlighting how drinking a vegan latte is seen as even more emasculating than a regular one. This cultural backdrop envelops the notion that men indulging in milky beverages are somehow less masculine.

The Evolution of the 'Performative Male'