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

Abstract: 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.