During the summer of 2022, Andrew Tate became a focus of concern for the media, parents, and educational leaders as his sexist and misogynistic social media content became popular with young people, especially boys. To explore Tate’s appeal, we conducted a discourse and content analysis of Tate’s videos and a small focus group study with boys aged 13–14 from London (United Kingdom). We found that apart from the obvious ways that Tate promotes men’s domination of feminine “others,” his content also mainstreams misogynistic “manosphere” ideologies. Moreover, Tate plays on boy’s fears about their economic futures and place in the structures of hegemonic masculinity while stylising himself as a maverick, but authentic figure who—against the context of his concocted fears—offers hope through advice about dating and entrepreneurial skills. We highlight how these tropes support Tate’s business model in the affective and attention economies of social media. Through focus group analysis, we show how these tropes are potent homosocial currencies for boys, including their conceptions of Tate’s content as humorous. In so doing, we contribute new theoretical perspectives on the way emotion and affect can work as homosocial currencies across digital and non-digital spaces to reify hegemonic masculinity and normalize misogyny. We conclude by suggesting that rather than attacking Tate’s messages which might play into Tate’s maverick identity, we should offer young people critical digital literacy education that helps them understand the business models of Tate, and influencers like him, and how they peddle in forms of gendered disinformation.

中文翻译：

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通过情感同性货币将男性圈的厌女症主流化：探索青少年男孩如何驾驭安德鲁·泰特效应

2022 年夏天，安德鲁·泰特 (Andrew Tate) 成为媒体、家长和教育领导者关注的焦点，因为他的性别歧视和厌恶女性的社交媒体内容在年轻人（尤其是男孩）中流行。为了探索 Tate 的吸引力，我们对 Tate 的视频进行了话语和内容分析，并对来自英国伦敦 13-14 岁的男孩进行了小型焦点小组研究。我们发现，除了泰特以明显的方式宣扬男性对女性“他人”的统治之外，他的内容还主流化了厌恶女性的“男性圈”意识形态。此外，泰特利用了男孩对经济未来和霸权男性气质结构中的地位的恐惧，同时将自己塑造成一个特立独行但真实的人物，在他编造的恐惧的背景下，他通过有关约会和创业技能的建议提供了希望。我们强调这些比喻如何支持泰特美术馆在社交媒体的情感和注意力经济中的商业模式。通过焦点小组分析，我们展示了这些比喻如何成为男孩们的有效同社会货币，包括他们对泰特美术馆内容幽默的看法。在此过程中，我们就情感和情感如何作为跨数字和非数字空间的同社会货币发挥作用，以具体化霸权男性气质并使厌女症正常化提供了新的理论视角。最后，我们建议，我们不应攻击泰特美术馆的信息，因为这可能会影响泰特美术馆的特立独行的身份，我们应该为年轻人提供批判性的数字素养教育，帮助他们了解泰特美术馆的商业模式以及像他这样的影响者，以及他们如何以性别形式兜售。虚假信息。