Unpacking Representations of Masculinity in the Digital Age: A Case Study of Andrew Tate’s TikTok Presence. : Investigating Content of Andrew Tate as a Catalyst for Shifting Gender Norms and Identity Expression: A Qualitative, Multimodal Critical Discours

Abstract: 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.