In this thesis I will use a ‘men’s rights’ influencers fanbase as an example of a new generation of people who values toxic and traditional masculinity. I will do so by doing a critical discourse analysis on 1200 comments from the platform Reddit, using Fairclough's three-dimensional model as inspiration. Furthermore, to deepen the analysis I have chosen to analyze the comments in relation to parasocial relationships, hegemonic masculinity as well as the concepts of traditional and toxic masculinity. I found through my analysis that the fanbase views the influencer as a form of ‘beacon of truth’, and made a plethora of external references in regards to the movie 'The Matrix’. Moreover, the fans articulate masculinity in a way where ‘strength’ is prevalent, and is in line with traditional and toxic masculinity - whilst holding the influencer as a form of ideal of this form. In the discussion I draw parallels to how referencing the Matrix as a concept could speak of a mistrust towards the government, and how the countermovement to ‘modern’ masculinity could result in dangerous practices. To conclude, I highlight how there is still more research to be done on the field of alternative influencers and what consequences this ‘countermovement’ may have.

This study aims to understand the Red Pill movement as displayed on YouTube, by exploring mechanisms used to convey these ideologies, and the extent to which these, if at all, legitimize and encourage violent acts. Netnography along with observation and transcription was used for visual and oral data collection. Thematic analysis was utilized for the analysis which was based on Sykes and Matza’s together with Cohen’s neutralization techniques. Although these techniques were found in the data, they could not effectively link to violence. Instead, three new neutralization techniques, denial of agency, appeal to biology, and appeal to greatness could be linked to violence. While the connection between cause and effect is far more complex, this study provides an insight of the neutralization techniques used within this community. The use of these techniques may weaken individual’s social controls, radicalize them, and effectively lead them to legitimize violence specifically against women.