“Fox & Friends” on Friday devoted an entire segment to a new issue of the Hollywood Reporter that features the cast of HBO’s “Silicon Valley” alongside the caption, “Triumph of the beta males.”

The Fox show invited cowboy hat-wearing comedian Chad Prather on to attack the notion that it was okay to be a “beta male” — and he suggested that the magazine cover was part of a broader war against masculinity.

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“Where is culture going at this point?” he asked. “Why is there such a war on masculinity? I mean, the worst thing you can be today in America is a white, heterosexual, Christian male. I mean, there’s an all-out war on people.”

Host Rachel Campos-Duffy then informed Prather that her husband, Rep. Sean Duffy (R-WI) used to be a lumberjack.

“I don’t think women really like that beta male thing,” she said.

“They don’t!” Prather replied. “You know what women like? They like men. They like men that are men. They like men that are confident in being men. And I’m giving you permission right now, America — be masculine!”

Prather then lamented that boys today feel inhibited about burping and scratching themselves.

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“It’s okay, boys,” he said. “Burp and scratch yourselves!”

Watch the video below.

.@WatchChad: "Where is culture going at this point? Why is there such a war on masculinity?" pic.twitter.com/dew29lEpnE — Fox News (@FoxNews) March 9, 2018