Algorithms fuel the rise of misogynistic influencers

Algorithms fuel the rise of misogynistic influencers

Online platforms, through their algorithms, can amplify misogynistic and extremist content to their users, often not distinguishing between adult and underage users in content delivery.

Siva Vaidhyanathan, a media scholar at the University of Virginia, pointed out that the profit-driven structure of online platforms, combined with how users interact on them, results in societal issues being a built-in problem, not just an accidental side effect.¹ Algorithms can boost the visibility and reach of high-profile online figures, and the significant influence they have on young audiences.

Research shows that young men and boys are increasingly exposed to and influenced by online content that blends hegemonic masculinity with derogatory views of women and girls. This content appeals to young males by tying wealth and status to dominant masculine identity and traditional gender roles, striking a chord with boys navigating their identities in a society where traditional male roles are evolving.

A well-known example is Andrew Tate, a former kickboxer and television celebrity who has amassed a huge online following of admiring fans.² According to a 2023 poll by HOPE not hate,³ 94% of young people polled in the UK had heard of Andrew Tate and 67% had watched, listened to or read content from him. While only 28% of all respondents had positive views of Tate, this number rose amongst male respondents to 47%, and to 52% of 16 to 17-year-old males. A similar trend was observed in Australia. A 2023 survey⁴ of 1,374 adolescent boys from different Australian schools, undertaken by Man Cave, found that 35% of young men surveyed found Tate relatable and 92% knew who he was.

The Center for Countering Digital Hate reports that Tate’s videos perpetuate misogynistic and sexist ideas, including the notion that women should be confined to traditional gender roles, and the justification of violence against women.⁵ His supporters share his videos and content as a way of attracting attention and amplifying his messages.⁴ TikTok posts featuring Tate’s name were viewed more than 13 billion times and his own Instagram amassed more than 4 million followers before both were suspended.⁶,⁷ A group of researchers who examined his content on the fringe platform Rumble observed that his deplatforming might have led to a ‘Streisand effect’, resulting in an increase in his level of support after his accounts were banned on mainstream social media platforms.⁸

In her thesis on radicalisation, extremist ideologies and the rise of Andrew Tate, Megan Leeming examined the key themes in videos and interviews featuring Tate. Leeming found that Andrew Tate blends ‘hegemonic masculinity’ concepts with derogatory views on women.⁹ He ties his wealth and status to a dominant masculine identity, offering it as a communal goal for success and security. He also uses his sexual conquests as proof of his masculinity, reinforcing traditional masculine norms. His depiction of ‘hegemonic masculinity’ closely mirrors the concept of ‘alpha males’ within the .

Leeming highlights that messages about the importance of success and wealth particularly resonate with young boys grappling with their identity in a world where traditional male roles are evolving. Some boys feel singled out by the term ‘toxic masculinity’ and see Tate as a figure who validates their concerns, viewing him as evidence that men are under attack. His arrest may have amplified this sentiment.¹⁰,¹¹

Exposure to extreme and violent misogynistic content online harms women and girls and can lead some young men and boys to seek out even more radical materials. This content holds the potential to radicalise vulnerable individuals.

Tate’s targeting of young men has had a direct negative impact on young women, with his views being echoed by young men and boys both on and offline. HOPE not hate³ warns that consuming Tate’s content can often lead young people to explore more extreme and harmful content.¹²¹³ A 2022 investigation by The Observer¹⁴ revealed that Tate also has an online platform called ‘Hustler University’, which claims to teach over 278,000 students as of February 2024. Researchers from Safer Schools NI (Northern Ireland) found that children as young as 13 were using this platform.¹⁵

According to numerous news reports, educators in various countries are reporting concerns about the negative impact of such harmful views on students and the increase in school-related misogynistic incidents, some involving very young boys. Concerns about Tate's influence on young males are echoed in countries like the UK, Australia, Romania and Northern Ireland.^{1617181920212223} Despite facing bans on platforms and being under house arrest in Romania in 2023 for alleged ties to human trafficking and organised crime, his influence persisted.¹⁵

The influence of Andrew Tate and his problematic content has raised concerns among parents and teachers in New Zealand,²⁴ especially regarding its impact on young people in schools, as revealed by published documents by the Ministry of Education.²⁵²⁶ Parents and educators have raised concerns about the potential influence of his views on radicalising young people in New Zealand schools.²⁷Teachers and education experts ²⁴²⁸²⁹ have observed the formation of "Andrew Tate fan clubs"³⁰ in schools, where students watch his content during lunchtime.

Despite the absence of specific survey data from New Zealand, reports from educators, teachers, and parents provide anecdotal evidence that young people in New Zealand are likely facing similar challenges with exposure to harmful, misogynistic and extremist content online as observed in Australia and the UK.

In a Spinoff article³¹ written by two anonymous young female educators working at an all-boys secondary school in New Zealand, the teachers expressed their concerns about the increasing popularity of Andrew Tate's content,³² particularly among boys aged 12 to 14 years old. They observed that the boys were adopting Tate's victim-blaming views on sexual assault survivors, engaging in disturbing conversations about rape, and viewing him as a role model for success.²¹³³³

In Australia and the UK, reports³⁰³⁴³⁵ have emerged of rising misogyny and sexual harassment among boys as young as 10, which can be attributed to exposure to Tate's content. Surveys³⁴⁶ in those countries, as mentioned above, show a significant number of young people have heard of and engaged with Tate's content, with a notable increase in positive views among male respondents and older teens. Although there is no specific survey data from New Zealand the observations of educators, teachers, and parents ²⁴²⁷²⁹ suggest that the situation in New Zealand might not be that different.

Mitigating the harm resulting from the exposure to and availability of extreme misogynistic content online should be a priority for everyone involved in creating online spaces that are safe, positive, and inclusive for all, especially young people.