Image from source, Raw Story
There are very few phrases that weird me out more than "cowboy up!" Apparently, it means "buck up, be a man," or something like that (which makes me wonder why they don't just say that). It also conjures ironic imagery. The phrase is used by people who consider themselves hyper-macho.
But the fact is that most "cowboys" are nothing more than "trans-Westites," pretenders in Western drag. It is also true that cowboys are a recurring theme in gay erotica, and are actually a fetish all their own (witness the cowboy in The Village People). So it is not surprising that a spokesman for a religious group trying to get all manly would say, "cowboy up." They even have "ex-gay" speakers at their events. Their all-male events. . .
GodMen: A more manly form of Christianity
ABC's Nightline visited a meeting at a Tennessee shopping mall of nearly 300 men who call themselves "GodMen" and say they want to "cowboy up as followers of Jesus." At the meeting, the men were encouraged to get in touch with their feelings about Internet pornography, adultery, and homosexuality. . .
Read more, with (presumably G-rated) video at: Raw Story