The Rebirth of Cowboy Culture: How Gen Z is Redefining Americana
In a surprising turn of events, Professional Bull Riding (PBR) has become the unlikely darling of TikTok, with its short, intense, and thrilling rides captivating the attention of millions. The sport, which involves riders attempting to stay on a bucking bull for just eight seconds, has gained 650,000 new followers across social media platforms since January, bringing its total TikTok following to 2.9 million. This surge in popularity has led to a reexamination of cowboy culture, with Gen Z at the forefront of the movement.
Cowboy culture, once a symbol of conservative Americana, is being reimagined by a new generation. The traditional image of the cowboy as a rugged, masculine figure is being challenged by a more diverse and inclusive representation. Beyoncé’s Grammy-winning album "Cowboy Carter" and the popularity of tradwife influencers in prairie dresses are just a few examples of how cowboy culture is being reinterpreted. The resurgence of interest in country music, Western fashion, and rodeo events has created a cultural collision, with PBR events becoming a melting pot of different lifestyles and ideologies.
According to Mitch Ladner, PBR’s social media lead, the sport’s massive uptick in social media followers is largely due to its appeal to a younger audience. "We’ve seen a massive spike in our followership across all of our platforms, but definitely more so on TikTok and Instagram, and I definitely attribute that to a younger audience," Ladner said. The sport’s short-form, high-energy content is perfectly suited to the TikTok format, with each ride lasting just eight seconds.
The scoring system is simple: each ride is worth up to 100 points, with 50 points awarded to the rider and 50 points to the bull. The top 12 riders compete in the championship round, with the rider earning the highest point total declared the champion. Ladner’s strategy for audience-building and engagement focuses on the riders themselves, rather than just highlights, and has proven successful. The PBR TikTok account has become known for its fun and lighthearted content, with cowboys doing everyday things like leaning over a pole or laughing, set to popular music.
The resurgence of cowboy culture is not without its complications. While some may see the movement as a nostalgic longing for a simpler time, others view it as a form of cultural appropriation. However, as Joshua Garrett-Davis, curator of Western American History, notes, "cowboy culture is a shorthand for what America is." Whether or not it’s based in historical reality, the cowboy image has become an integral part of American identity.
As the country navigates a time of national uncertainty, the appeal of cowboy culture is undeniable. The "American" sport is not just for Americans, with riders from Brazil and Australia competing in PBR events. The sport’s global appeal is a testament to the enduring power of the cowboy myth. As PBR CEO and Commissioner Sean Gleason notes, "Our mantra is: Be cowboy. It doesn’t matter where you live, what you drive, how you dress, the color of your skin, or your gender. If you live honestly with integrity, hard work, and an appreciation for the history and heritage of America, you’re a cowboy."
The future of cowboy culture remains uncertain, but one thing is clear: Gen Z is redefining what it means to be American. Whether through social media, music, or fashion, the cowboy aesthetic is enduring, and its influence can be seen across the cultural landscape. As Gleason notes, "The pendulum of politics, the pendulum of culture, they swing." For now, the cowboy remains an iconic figure, symbolizing a way of life that is both nostalgic and aspirational.
