A euphemism for English-speaking person. Used by French-Canadians to describe their English-speaking counterparts, especially those living in the Canadian province of Quebec.
It is considered derogatory, despite the fact that the term is a direct adaptation of the neutral English term "bloke;" i.e.: just an average guy.
It is perhaps the counterpart term to "Pepsi" (or "pepper"), which Anglophones occasionally describe French-Canadians, especially in Quebec, is a "Pepsi," (because of their perceived ignorance about sound nutrition, and their alleged penny-wise preference for the upstart Pepsi over Coca-Cola, back when Pepsi cost the same but was sold in a larger bottle).