The Manosphere Travels East : Constructing Misogynist Social Identities On a Bulgarian Online Platform

Abstract: Following a series of terrorist attacks, online communities for men built around misogyny and resistance to feminist values – commonly known as the manosphere – have recently become subject of scholarly attention. In research, the manosphere is usually explored as a phenomenon in the Western world, often described as a backlash movement in countries where gender equality is most progressive. This thesis seeks to widen the geographical borders of manosphere research by exploring discursive articulations of tropes related to the international manosphere on an open-access Bulgarian online Q&A platform. By choosing this platform as a case study, this project aims to fill a knowledge gap by exploring whether discourses fundamental to international, largely English-language communities of the manosphere are found relevant on a mainstream online space in an Eastern European, Balkan country like Bulgaria, and what (if any) additional locally specific tropes emerge in this context. Drawing on a discourse-historical approach to critical discourse analysis informed by social identity theory, the study seeks to unpack how these tropes serve the practice of online social identity construction, with a focus on whether the social identities that emerge could be classified as potentially extremist. The research problem is approached both by analyzing discursive elements in a purposeful sample of user comments, and by keeping a focus on the affordances of the online platform as a space where these discourses are co-produced and disseminated.