In recent years, sexist and misogynistic ideas have become increasingly widespread on social media. Since the #MeToo movement in 2017, there has been an increase in such comments online, particularly through influencers who advocate a return to traditional gender roles and trivialize gender-based violence.

Several European studies demonstrate the power and influence of sexist male influencers on social media, and the impact of this gender toxicity on young people in schools. This phenomenon is obviously not limited to Europe and is very present in Quebec.

An overview of the manosphere

The manosphere is a constellation of anti-feminist and misogynistic communities and content creators active online, which disseminate ideas centered on men and a hierarchical view of gender relations. This ecosystem asserts that men are disadvantaged in society, that feminism has gone “too far,” and that traditional masculinity must be restored.

These online communities are part of masculinism, which is “an anti-feminist ideology rooted in misogynistic values, aimed at maintaining a patriarchal social order. It is based on the belief that men are victims of a ‘crisis of masculinity,’ perceived as a regression of their traditional roles, particularly due to feminist advances. This movement seeks to reverse the progress made by feminism, calling for the reaffirmation of male privileges and advocating a worldview in which men must dominate women. More than just an anti-feminist reaction, it embodies an attempt to preserve a traditional and hegemonic masculinity based on ideals of strength, rationality, and hierarchy.” 

Masculinism promotes a single vision of masculinity that is hegemonic, rigid, and often referred to as “toxic.” When we refer to toxic masculinity, we are not saying that being a man is toxic. Rather, we are referring to “the set of socially regressive masculine traits that serve to promote domination, the devaluation of women, homophobia, and gratuitous violence.” 

It is often this view of masculinity that is promoted by Pick-up Artists (PUAs), influencers followed by many young boys who teach seduction techniques, often focused on manipulating and dominating girls and women, as well as seeking strength, power, and wealth.

Boys or young men who “fail” to have intimate or sexual relationships with girls, even when following the advice of pick-up artists, are at risk of joining the most radical and dangerous movement in the manosphere: incels. These are “involuntary celibates” who are convinced that there is a strict and genetically determined sexual hierarchy and that they are at the bottom of it. They blame women for their suffering because, according to their theory, women refuse to have sex with 80% of men, wanting only to engage in relationships with the 20% of men who are the most handsome and wealthy (those at the top of the hierarchy). Many make dehumanizing and violent comments about women, and some, like Alek Minassian in Toronto, or Elliot Rodger in Isla Vista, go so far as to carry out attacks in the name of incel ideology. The incel community is very young (13-35 years old). 

There are other groups within the manosphere, such as the Men Going Their Own Way (MGTOWs), the MRA (Men’s Rights Activists), and the Fathers’ Rights Groups, but they are less likely to be of interest for the elementary-level students.

Why are boys attracted to misogynistic influencers?

They therefore learn very early the behaviours and attitudes expected of them based on their gender, which is known as the process of gender socialisation. For boys, masculine (dominant) identity is constructed in opposition to everything feminine. It is validated (or invalidated) by other boys and is associated with behaviours of domination over others. Except for traditional, dominant masculinity, few positive models of masculinity are valued or presented to boys. Transgressions of gender roles are not widely tolerated among boys, meaning that even if boys are encouraged to show sensitivity, for example, when they do so, they are punished socially (mockery, intimidation, insults, exclusion, etc.). Boys will therefore seek to conform flawlessly to the ideal of masculinity promoted, among others, by pick-up artists and other masculinist communities in the manosphere. 

Some young people may also interpret the denunciation of toxic masculinity as an accusation that all men are toxic. It is important to take the time to clarify that the elements of toxic masculinity that are undesirable and denounced are: 

• Unprovoked violence and domination of others;
• Invulnerability, obligation to be the strongest, prohibition to express other emotions than anger;
• Homophobia;
• Devaluation and domination of women. 

In short, teenage boys have already internalised several gender norms and expectations and try to act in ways that meet these expectations in order to both assert their masculinity and be accepted by their peers. As adolescence is marked by an important search for identity and the beginning of romantic and intimate relationships, it is essential that several positive models of masculinity be offered to boys who are in the process of developing their identity.

What about our region’s schools?

In Quebec, 20% of young Quebecers consider feminism to be an attempt to control society. According to a study on social polarisation in high schools conducted by Diana Miconi in 2023, 34% of young Quebecers adhere to a masculinist stance. Members of the Table de concertation féministe GÎM and teaching staff who responded to our needs assessment questionnaire confirm that these ideas are circulating to varying degrees among male students in the region. Several youth centres in the area are also concerned about these attitudes held by the young people who attend their organisations. 

It is important to consider that if young boys have access to a smartphone and social media, they are exposed to this content. When a teenager creates an account on a social media platform such as TikTok, they are exposed to masculinist content approximately 7 to 9 minutes after creating their account, as the algorithm feeds young people’s news feeds based on, among other things, their gender and age. Although the minimum age requirement for creating a social media account is 13, a 2020 survey conducted by MediaSmarts shows that “Canadian youth of primary school age are increasingly active on social media, and 77% of these young people already have their own smartphones.”  The same survey reveals that 86% of children aged 9 to 11 have an account on at least one platform that requires users to be over 13 years old. By the time they start high school, students may therefore already have been exposed to these ideas and actively follow these influencers on social media.

What can you do?

Are you concerned about all this? There are ways to take action. Take a look at the tools and activities available on our website, or invite us to your school for a training session! Our two-hour training session on masculinist discourse in the classroom will help your school team understand the codes of the manosphere and explore different ways to respond when students make such comments.