‘Manfluencer’ Andrew Tate’s most harmful content is being “packaged as a self-improvement product” for boys and men, with a new study finding the messaging contains concerning parallels to other forms of radicalisation, like terrorist and religious extremism.
Researchers from Monash University analysed more than 22000 posts by Tate on his website and messaging platform Telegram to find almost nine in ten focus on advancing particular projections of what he views as ideal manhood and masculinity. Many of these posts claim in some way that more money and power will “free” men.
Only 11 per cent of Tate’s website and Telegram content was focused on the place of women in society, which is what much of his viral social media clips amplify.
While Tate’s ‘self-improvement’ content might initially be seen as harmless, this latest analysis demonstrates that it’s actually a gateway to more extremist and misogynistic content.
“Most people who see short clips of Andrew Tate and others like him would understandably think his focus is on misogyny and sexism,” said Dr Stephanie Wescott, one of the study’s authors.
“While that is undoubtedly part of their rhetoric, it shadows in comparison to the more nuanced attacks he wages against boys and men who he views as not subscribing to his very rigid interpretation of masculinity.”
“What gives this content its appeal is that it’s packaged as a self-improvement product with hateful themes subtly woven in.”
“As with any form of extremism, this feel and appearance of non-threatening, non-radical, and life-improving support is what makes it insidious, attractive and ultimately influential.”
The research analysed 64 webpages on Tate’s website and 2191 posts on his Telegram account between 31 December 2019 and 9 January 2024.
Compared to the viral social media posts amplifying Tate’s misogynistic viewpoints, another study author, Professor Steven Roberts said these aren’t accurately capturing some of his even more alarming commentary found in his longer-form posts, which mimic tactics from religious or political extremist groups.
“What we see in these longer-form texts are Tate’s unfiltered views and framing of masculinity, and is framed as ‘self-help’ content for men and boys to reach a superior version of themselves,” Professor Roberts said.
“The way Tate is manipulating boys and men to conform to this restrictive and narrow-minded interpretation of what a male should look and act like has the potential to be hugely damaging to culture and society in a wider sense.”
“It’s concerning because it is reminiscent of the kind of messaging that drives those who feel disenfranchised by their community to identify with and act out the teachings of fringe religious or political extremist groups.”
Just this week, Andrew Tate and his brother, Tristan, flew to the US after authorities lifted restrictions banning them from leaving Romania, where they’re both charged with human trafficking and money laundering.
The brothers were arrested in Roman in 2022 on suspicion of human trafficking, with Andrew Tate also accused of rape. The pair denied the allegations.
When they arrived in Fort Lauderdale, in the US state of Florida, Andrew Tate said they’d done nothing wrong and were “largely misunderstood”.