The underline issue is that human evolve to be part of social norms. Use to be a tribe, a country, a sport club. But new generation can be have more options. Associating with alpha male or whatever means he belong to a group who might like his meme or comments.
It could also be due to lack of a man figure they can associate with. So watching documentaries of strong males might help shed light on what the role could look like.
What you want is to balance his only identity or group with other (groups). For example, joining a gym, fishing, be part of musical band …. Whatever he is also into, just to get him out of that only identity he is associating with.
For me I would try to come from telling him being alpha means you can hunt or camp or survive in the wild, then lead to cooking classes or wood working. Something that mentally and physically taxing. I also would watch gordon Ramsay shows and Anthony Bourdain just to crash that image of one way to be an alpha male. You can cook and be an alpha male as the same time type thing.