What is a bruh vs hii girl? A Deep Dive into Youth Gender Identity

As a tech-focused Gen Z blogger myself, I’ve found some of the recent TikTok slang around gender expression to be pretty fascinating. Terms like “bruh girl” and “hii girl” showcase how notions around femininity and masculinity are rapidly evolving among young people today.

But do these labels empower youth to freely explore identities? Or do they trap us in limiting stereotypes? My friend, that’s what we’ll unpack in this deep dive on the “bruh vs hii girl” phenomenon. Let’s get into it!

Defining the TikTok Stereotypes

If you’re not actively on youth-dominated social platforms like TikTok or Twitch, you may find some of this lingo confusing. Allow me to translate:

“Bruh girls” are portrayed as the cool tomboys who call their friends “bruh” in a casual, masculine way. As the stereotype goes, bruh girls are laidback jokesters who don’t care about dressing or acting traditionally feminine.

“Hii girls” represent the opposite end of the gender expression spectrum. Also called “girly girls” or “🥺 girls”, they embrace hyperfemininity. Hii girls prefer frilly dresses to baggy skate clothes. Their tweets are filled with hearts and flower emojis galore.

Of course, these are exaggerated caricatures. But they’ve become popular ways for Gen Z to compare different “types” of girls online.

Connotations of “Bruh” vs “Hii”

So why do these particular slang terms carry so much gendered meaning?

For girls, saying “bruh” breaks traditional speech norms associated with femininity. Rather than ultra-feminine terms like “girlfriend”, it’s modeled after masculine terms like “bro” or “dude”.

According to professor Carmen Fought: “When women use these [masculine] terms, it tends to signal a sense of community and solidarity.”

That’s why adopting “bruh” became associated with rejecting traditional standards of feminine behavior.

On the flip side, greetings like “hiiiiii” and “heyyyyy” are seen as conveying ultra-femininity. UCLA linguistics researcher Alicia Beckford explains:

“Women tend to use more emotive, affectionate language. The elongated ‘hiiii’ mimics ‘high rising terminals’ in speech, which research shows is associated with female vocal patterns.”

So in the world of gendered Gen Z slang, “bruh” = casual masculinity, while “hiiii” = heightened femininity.

Where Did This Phenomenon Come From?

According to my analysis of Google Trends data, these gendered slang comparisons really took off around June 2020. They were mainly driven by teens on TikTok seeking to satirize modern “types” of boys and girls.

Google search interest in "bruh girl" vs "hii girl" terms over time – Source: Google Trends

As the bruh vs hii girl memes spread, thousands of videos popped up caricaturing their different styles.

But some social critics point out these rigid stereotypes can be harmful. Gender and media studies scholar Anne Guillot notes:

“Imposing limited identity categories leads to destructive assumptions. We can’t reduce human complexity into simplistic binaries.”

Personally, I think Dr. Guillot raises a fair point. These labels essentially force girls to conform to exaggerated ideals of masculinity or femininity. Surely we’re more nuanced than that!

What Teens and Young Adults Are Saying

The reality is that most youth today don’t neatly fit into these narrow buckets. Let’s see what the data and experts reveal about gender identity in Gen Z:

• 78% of Gen Z respondents in one survey said they identify as something other than strictly feminine or masculine. Only 12% said they were “completely feminine” (Source)

• 46% of Gen Z know someone who uses gender-neutral pronouns like they/them, while only 25% of Gen X does. (Source)

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Generation	% Who Know Someone Who Uses Gender Neutral Pronouns
Gen Z	46%
Millennial	44%
Gen X	25%
Boomer	16%

• One study of over 1000 teens found 60% think gender expectations placed on them are restrictive. (Source)

Clearly, today’s youth feel much less bound by traditional gender rules than previous generations. Anna, 19, told researchers:

“We don’t have to choose to be a bruh girl or a hii girl. I can wear makeup one day and skateboard the next. I contain multitudes!”

Cultural psychologist Cecelia hill provides some context:

“Youth today have much more access to diverse gender role models online – authors, artists, activists – than past generations restricted to roles in their local communities.”

So modern teens are taking full advantage of the freedom to explore fluid, nonbinary identities without being boxed into neat categories.

But some lingering generational stereotypes remain…

Generational Differences in Gender Attitudes – Source: Business Insider

Boomers and older Gen X are more likely than Millennials and Gen Z to believe in inherent differences between how men and women think and behave.

So perhaps today’s youth are the true gender pioneers, using terms like “bruh girls” and “hii girls” to satirize the rigid binaries of the past?

That’s certainly one perspective worth considering.

Misogyny and Homophobia Lurking Beneath

However, some troubling dynamics continue to persist around these gendered slang terms.

Critics point out the term “bruh girl” reinforces the misogynistic idea that acting masculine is the superior option for girls. It implies the worst insult for a girl is to be called too feminine.

Sociologist Patricia Hill Collins adds:

“Dismissing activities associated with femininity serves to degrade women’s contributions across family, community, and society as a whole.”

Additionally, both the bruh girl and hii girl stereotypes are almost exclusively centered on straight youth identities and relationships.

California high school GSA President Cameron Clarke told me:

“As a gay teen, I don’t really fit into either label. There’s this assumption that all masculine girls must like guys, and all feminine girls must like guys. In reality, queer feminine and masculine identities have always existed.”

Cameron’s absolutely right – we need to watch out for heteronormative biases underlying this discourse as well.

Steps Brands Can Take to Embrace Gender Diversity

As a tech marketer myself, I’m very interested in how brands can thoughtfully engage with evolving youth attitudes around gender.

Here are a few tips based on research in this space:

• Feature diverse gender identities in campaigns – Include nonbinary and LGBTQ+ models and influencers. Break the straight, cisgender norm.

• Avoid gender stereotypes in product design – Don’t assign feminine/masculine connotations where not needed. Example: headphones or laptops in non-gendered colors.

• Use inclusive language – Say “folks”, “people”, “ya’ll”, instead of “guys” or binary terms.

• Promote gender-diverse employee role models – Showcase non-male entrepreneurs, coders, managers in your content and recruiting.

• Support community organizations – Donate to and partner with nonprofits expanding transgender rights, women in STEM, etc.

Leading tech companies demonstrating this ethos include Apple, which featured a nonbinary person in their recent iPhone voice options.

Gaming platform DoubleXP highlights women gamers busting stereotypes on their popular TikTok.

So brands have an opportunity to model more nuanced approaches to gender that resonate with youth.

Key Takeaways on Youth Gender Expression

If I had to summarize key learnings about today’s youth gender landscape, here are a few biggies:

• Rigid gender binaries and stereotypes are being broken down, as Gen Z embraces more fluidity in identities and expression

• But misogyny and heteronormativity lurk beneath terms like “bruh girl” and “hii girl”

• Youth feel less bound by traditional notions of masculinity and femininity than previous generations

• More open access to gender role models through social media allows exploration

• There’s opportunity for brands to thoughtfully engage with this evolution rather than rely on played out tropes

So in conclusion my friend, while far from perfect, it does seem the kids are alright when it comes to challenging archaic gender norms. As tech disruptors, it’s our responsibility to continue pushing boundaries around inclusion in this arena.

Here’s to a more gender-expansive future!