This thesis deals with topics such as masculinity, stereotypes, social media and influencers. The area of interest for the authors is how masculinity and stereotypes can be represented within social media. To investigate this, six TikTok videos of Andrew Tate have been selected. According to a multimodal critical discourse analysis, these six analysing objects are analysed. A total of eight analysis categories have been selected that aim to analyse selected videos in an accurate manner. Videos of Andrew Tate are segmented to analyse more objectively. The concept of denotations and connotations from semiotics will be used to explain hidden meanings within the videos and to see representations that are not explicitly mentioned. The authors have used literature on masculinity, stereotypes and social media to easily obtain a theoretical framework for the results presented. This thesis has two research questions:  How are ideas of masculinity represented in TikTok videos of Andrew Tate? What different ideas of masculinity are represented within TikTok videos of Andrew Tate? The results showed that representations of masculinity were represented within several of the selected analysis categories. Categories, where representations were most clear, were in clothing, visual representation but also in language or what was said. Hierarchies that played on masculine stereotypes such as men being stronger and more independent than women were also found within the analysis. Ideas of masculinity that portray men as strong, warriors and independent were also found in the material. Therefore, the authors conclude that there are several different semiotic categories in which ideas of masculinity are represented within the material by Andrew Tate. The specific ideas represented within the material are based on older stereotypes regarding gender roles and masculinity. Thus, TikTok videos on Andrew Tate become an extension of old gender roles where ideas are reconstructed in new forms.

Denna studie handlar om Andrew Tates uttalanden på TikTok och vilka ideer han sprider om män och kvinnor. Syftet var att undersöka Tates idealbild av både män och kvinnor. De teoretiska ramverk som studien är uppbyggd av är femininitets- och maskulinitetsteorier, samt en socialkonstruktionistisk idetradition. För att få en djupare bild av Tates uttalanden har både en tematisk- och DHA analys utförts. Genom den tematiska analysen kunde orden och meningarna brytas ner i teman som visade på tydliga mönster i Tates uttalanden om män och kvinnor och vad han ansåg vara maskulint respektive feminint. DHA analysen möjliggjorde en djupare analys av vilka värden Tate tillsätter män och kvinnor samt hur diskursen byggs upp. Resultatet av den tematiska analysen utmynnade i fyra huvudteman. Dessa var misogyni, mansideal, kvinnoideal, könsroller och Tate försöker visa medkänsla för kvinnor. Resultaten av DHA analysen påvisar att Tate tycker det är viktigt att skilja på könen och gör detta genom att belysa skillnaderna på män och kvinnor.

Abstract.  The purpose of this study is to investigate connections between Andrew Tate and right-wing extreme ideologies through fascist and feminist theories and how they spread in a digitalized globalization. The material is gathered from interviews and podcasts on YouTube where Andrew Tate shares his opinions. I have used theories and concepts that discuss sex, gender and heteronormativity as a social construction, as well as a theoretical framework that identifies tactics used by fascist movements to spread their ideas and increase their influence. The result of my study shows that there are distinct connections between Andrew Tate opinions and right-wing extreme ideologies. Tate uses the same tactical method as fascism to spread his message and gain followers. They also share the traditional conservative view on gender and gender roles where everything is based on masculinity and femininity in relation to one's biology. Both ideologies are based on a heteronormativity that lacks intersectional analysis and stigmatizes those who break the norm.