Exposing and Resisting Toxic Masculinity in the Mediascape: A Critical Analysis of ‘Manfluencer’ Andrew Tate’s Discourse on X

Abstract

Despite the burgeoning research on the manosphere, there is little linguistic work on ‘manfluencers’. To fill this gap, this study examines how Andrew Tate uses his X account to disseminate harmful ideologies that discursively frame masculinity in toxic terms. Our analysis identifies three main discourses of Tate: male supremacist discourse, homophobic discourse, and sexist, misogynistic discourse. Our analysis also illustrates that Tate reifies these discourses by employing linguistic processes such as categorisation, polarisation, lexicalisation, fallacies, positive self-presentation, and negative other-presentation. This study not only exposes and resists Tate’s harmful ideologies, but also contends that academics must adopt an activist-scholar posture to promote gender equality, champion social justice (for women), and advocate for positive social change. It furthermore submits that ‘manfluencers’ like Andrew Tate must be condemned, and social media owners like Elon Musk must take responsibility by banning him on X. Such action is necessary as part of efforts to dismantle harmful gender norms, counter the mainstreaming of extremist ideologies, and safeguard children/young people against radicalisation online in the age of social media.