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"You're completely brainwashed" : A qualitative study on toxic masculinity as expressed by a 'men's rights' influencers fanbase

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.

Identiferoai:union.ndltd.org:UPSALLA1/oai:DiVA.org:umu-209241
Date January 2023
CreatorsLeandersson, Ellie
PublisherUmeå universitet, Sociologiska institutionen
Source SetsDiVA Archive at Upsalla University
LanguageEnglish
Detected LanguageEnglish
TypeStudent thesis, info:eu-repo/semantics/bachelorThesis, text
Formatapplication/pdf
Rightsinfo:eu-repo/semantics/openAccess

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