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00:00Andrew Tate's rise to fame has been rapid,
00:03but how did someone with such openly misogynistic views
00:06build up such a devoted following in a short space of time?
00:09You got your sword, your wife starts talking,
00:11you're like, shut up, cook!
00:13The self-termed king of toxic masculinity
00:16who espouses polygamy and compares women to property
00:19is certainly a reflection of the toxic male's
00:22unapologetic resurgence amidst today's MeToo backlash.
00:26But he's also a result of our current
00:28culture-war-obsessed media machine,
00:30which values and rewards those who stoke controversy.
00:34After his early brush with fame getting kicked off
00:36the UK Big Brother due to accusations of abuse,
00:39his recent online worship and acceptance by alt-right figures
00:43like Alex Jones, Paul Joseph Watson,
00:46Nigel Farage, and Tommy Robinson
00:48show exactly how he got his foot in the door.
00:50To be good at being a man, you have to have had a hard life.
00:53So what specific version of manhood is Tate offering,
00:56and why is it selling today?
00:58Tate isn't a politician, and his message isn't even overtly political.
01:02His social channels aren't about who to vote for,
01:04but instead a kind of manifesto for masculinity,
01:07aimed at an audience of young boys who are trying to figure out their own identity.
01:11Most shockingly of all, he's retained an army of top-G defenders,
01:15even after facing charges of organized crime, human trafficking, and abuse.
01:19So how does such a morally bankrupt and ethically depraved individual
01:24still garner so many loyal supporters in today's day and age?
01:27Here's our take on Andrew Tate, the Pied Piper of misogyny,
01:31and why so many are dancing to his tune.
01:34I run Hustlers University, which is now currently the biggest
01:36online educational platform in the world.
01:38I have 110,000 students inside of a year.
01:43Birmingham City University professor Robert Lawson told Vox that Tate's version of
01:47masculinity is such a seductive cell because it combines the idea of the alpha male,
01:52the man that's in control and always gets what he wants,
01:55with conspicuous consumption, a very jet-set lifestyle,
01:59and regressive relationship models where the man is not just the protector,
02:03but the patriarch, the provider.
02:05Lawson also attributes Tate's popularity with young men to
02:08Michael Kimmel's idea of a grieved entitlement,
02:11the idea that over the course of the last 20 to 30 years,
02:13the world has changed in a way that has decentered primarily young,
02:17white men, and someone like Tate is attractive because he re-centers
02:21young white men and basically says,
02:22you're important, you're needed, your masculinity is needed to fight against
02:26all of the changes that are happening in the world.
02:29What underpins Tate's worldview is his belief that now traditional notions
02:33of masculinity are under threat, and he's right.
02:36It's just that they're under threat because those traditional notions of
02:39masculinity are facing valid criticisms for how they subjugate women
02:43and the LGBTQ plus community, and actually don't even benefit
02:47most straight men unless they're at the top of the hierarchy.
02:50You name the biggest conquerors that you can possibly name from history,
02:53Genghis Khan, Alexander the Great, all of them.
02:56They all had a hundred wives, bunch of children, big G,
02:58conquered the world, normal.
02:59In Tate's mind, men like him are being pushed out in this new,
03:02more tolerant world. Lawson says Tate tries to normalize misogyny,
03:07and make it seem socially acceptable by wrapping it in a discourse of rationality.
03:13And if some of my views based very firmly in absolute professionalism,
03:18by extension absolute reality, come across in a misogynistic tone,
03:24then that is your problem.
03:26So in that respect, his worldview is aligned with right-wing commentators
03:30who are explicitly wading into culture war debates and trying to make the progressive
03:34side sound unhinged. Like Matt Walsh, whose transphobic What is a Woman documentary
03:39is a call for a return to regressive gender norms.
03:42Are you a cat?
03:43No.
03:44Can you tell me what a cat is?
03:47You want to tell us what a woman is?
03:48But perhaps the reason Tate has taken off with young boys in particular
03:52is because his image is very aspirational.
03:55He's not Jordan Peterson speaking in pseudo-intellectual terms to grown men.
03:59He's all flashy cars and plush mansions and big cigars,
04:02speaking in a language young people understand.
04:05That's me, that's me, big big big boss is Mr. Plenty.
04:09So if Tate is telling people that masculinity is under threat,
04:12then what they're seeing is that their own ability to get those same fast cars,
04:16riches, women, all that is going to be taken away.
04:18In Tate's pre-influencer career, he was a kickboxer and a pretty good one at that.
04:23He's a legit world champion kickboxer who's a hard man.
04:26So I was telling these guys who doesn't buy any pussy bullshit.
04:29This is the image Andrew Tate is selling.
04:31A bonafide fighter, a champion, who is now taking on a much bigger battle.
04:35And because he has this history of success, people see it as a battle he could win.
04:39They're primed to listen to how he got his success and how they could get the same.
04:46Andrew Tate is a creation of the internet and his popularity reveals just how prone
04:51the digital spaces we've come to exist in are to being manipulated.
04:55An investigation by The Observer revealed that his surge in popularity on TikTok was
04:59a result of a specific coordinated attempt to game the algorithm.
05:03And I've conquered the internet.
05:04I decided to conquer it and I took it and it's all mine.
05:07Followers flooded the site with videos of him.
05:09The more controversial, the better, in order to achieve the maximum amount of views.
05:13One of the dangers of platforms directing views toward controversial material is that,
05:18while some may initially click due to the shock value, they could be increasingly convinced by
05:23what they hear.
05:24Like other viral provocateurs, Tate's no holds barred manner of speaking and total departure
05:29from politically correct language makes him incredibly appealing to many internet dwellers.
05:34Despite rumors swirling that he's a troll or often in character, Tate never drops the facade and
05:40there's no punchline or acknowledgement that he's behaving egregiously for some higher
05:45commentary or purpose.
05:46So whether or not his over-the-top performance is in some ways an act of trolling,
05:51the reality is that to many he's received as entirely sincere and his underlying messages
05:56are resonating with fans.
05:58So regardless of how true this top-G persona is or the degree to which fans take everything to heart,
06:04the bottom line is the harmful views he espouses have built him an army of supporters.
06:09If you have strong women, it doesn't really matter. It's the men that matter. So if you have strong men,
06:15then society can flourish.
06:16The Guardian's Shanti Das writes,
06:18In less than three months, the strategy has earned him a huge following online and potentially
06:23made him millions of pounds, with 127,000 members now paying the £39 a month to join
06:29Hustlers University community, many of them men and boys from the UK and US.
06:33We're about to get rich. Right here, Hustlers University.
06:36This method of gaining traction and building an audience through stoking controversy and
06:40manipulating algorithms is becoming a new norm.
06:43The divisive Brexit campaign in the UK was played out on social media,
06:47with misinformation allowed to spread unchecked and in favor of the Vote Leave campaign.
06:52Donald Trump used similar tactics throughout his presidency,
06:55leading to the attempted insurrection of January 6th.
06:58The people who are paying, or maybe not paying, just using the system to,
07:03in a clever way to get at you, are not necessarily pleasant people.
07:08But nearly a decade after both those events,
07:10it looks like nothing effective has really been done to limit these tactics.
07:14Andrew Tate was banned from Twitter, TikTok, Facebook and Instagram.
07:18I don't care if they ban me. I don't care if they cancel me.
07:22I don't give a f**k.
07:24And though his Twitter was reinstated, he doesn't need to be active on these platforms
07:29for his videos to spread.
07:30He teaches people to cut up clips of him and to use him to get views.
07:38He then drives people to buy entry into his Hustlers University,
07:42which describes itself as an online, money-focused community,
07:45providing education and coaching to over 100,000 students worldwide.
07:50Now in the UK, courses that aim to help school teachers fight Tate's popularity
07:54amongst young boys are selling out, while teachers are also urging parents
07:58to step in and have those conversations at home.
08:00But if social media channels can't stop his popularity,
08:04what chance do teachers and parents really have?
08:06It's got to be short, snappy, hard-hitting content,
08:09and then you have to push people to something you control.
08:15This isn't the first time rhetoric like Tate's has been popular.
08:18Neil Strauss's The Game, penetrating the secret society of pickup artists,
08:22was a huge hit when it was published back in 2005,
08:25and its view on gender norms wasn't that far removed from Tate's.
08:29Tom Cruise's pickup artist character in Magnolia is cut from the same cloth.
08:33I'm the one who says yes, no, now, here.
08:40And the fact that film came out in 1999
08:43illustrates that these kinds of men were already present in the culture,
08:46and there was an audience out there for them.
08:48Every woman, no matter how initially repugnant,
08:53has a mermaid clock.
08:54The time it takes for you to realize you want to bone her.
08:57But as Lawson told Vox, people have been pushing this
09:00crisis of masculinity discourse all the way back in the 1970s or 1980s,
09:05through the men's movement led by people like Robert Bly and so on,
09:08where there was a sense of reconnecting with your own masculinity
09:11as a way of fixing the world.
09:12Man, I've seen Fight Club the strongest and smartest men
09:15who've ever lived.
09:17I see all this potential, and I see it squandering.
09:20An entire generation pumping gas, waiting tables.
09:24Really, what Tate belongs to today is self-help culture,
09:28and right now we're in a golden age for those kinds of texts.
09:31Whereas previously this genre was targeted at women,
09:34now men are being courted, with publishers preying on the exact same uncertainty
09:38that Tate is seeing in his audience.
09:40We're wired to want status, we're wired to want to be beautiful and sexy,
09:44and to want to impress others.
09:45Like, that's never gonna go away.
09:46This is amidst widespread talk of a greater crisis in our culture
09:50for many young men and boys.
09:52So, feeding on that anxiety, you have the explosion in popularity
09:56of people like Jordan Peterson, Johan Hari, Mark Manson, and yes, Andrew Tate.
10:01But what is that guidance, exactly?
10:03Where most self-help texts direct the reader or viewer on how to change
10:07and become a better version of themselves,
10:09these voices' guidance for men feels more geared towards not changing,
10:13and instead boosting self-esteem and self-belief,
10:16even when that comes at the expense of others.
10:19For Andrew Tate, his message is clear.
10:21The problem isn't men, it's everybody else.
10:23How do you start off, get centered, to become successful,
10:26but you need to find a way, to some degree, to escape The Matrix?
10:29This invocation of The Matrix, if you ignore the irony that it's a film
10:33made by two trans filmmakers and widely interpreted to be, at least in part,
10:37an allegory about the transgender experience, is also in line with a wider alt-right toxic masculine rhetoric
10:44that's been a fixture of online culture for several years.
10:48The subreddit, TheRedPill, was, for a time, one of the most active communities on the internet,
10:53with The Guardian's Stephen March describing the reality its advocates believed to be living in as one where
10:59women run the world without taking responsibility for it,
11:02and that their male victims are not permitted to complain.
11:05If you're a law-abiding man inside The Matrix, your future and the life that is laid out for you is nothing but depressing.
11:10And while Reddit stepped in to quarantine this and other similar subreddits,
11:13research has shown that this cracking down only intensifies the beliefs of those audiences,
11:19which makes sense when you hear that Tate claimed,
11:21The Matrix attacked him when he was arrested.
11:24Right now, Andrew Tate and his brother Tristan are in police custody in Romania,
11:28on some pretty horrific human trafficking charges.
11:31And it seems like the image he's worked so hard to present is maybe starting to crumble,
11:36with a recent Guardian article claiming his pad is,
11:39less Hollywood hideaway, more run-down meat factory.
11:42Maybe this public embarrassment will cut him off at the knees,
11:45and damage his credibility so much that his followers will migrate away from him.
11:49Or maybe this will just be more fuel to the fire,
11:52more evidence that he is an underdog and that people are out to get him.
11:56Strike one is they try and shut you up and discredit you, which I've just been through.
11:59Strike two is they try and put you in jail for no reason.
12:02And strike three is they kill you.
12:03The truth is that even if he does disappear, someone similar will take his place.
12:08The only potential solution is for young men to start hearing another compelling narrative
12:12aimed directly at them.
12:13One that boosts their self-esteem without making everyone else the problem,
12:17and tells them they can become anything they want without making them victims.
12:22What we need is a narrative for young men that doesn't push them to the margins,
12:26but allows others to exist in the center of the story too.
12:38.
12:46.
12:50.
12:54.
12:58.
13:00.
13:00.
13:00.
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