A recent study has uncovered a concerning link between young men’s consumption of online content from so-called “manfluencers” and increased negative attitudes toward women. Researchers found that young men who follow more of these influencers on social media are more prone to view women in a dehumanizing way. Furthermore, exposure to messages from these influencers that portray women and feminism as threats can lead to greater mistrust of women and more widespread misogynistic beliefs, especially among young men who feel they have been rejected by women in the past.
Manfluencers are male social media figures who have gained prominence by sharing opinions on topics related to gender roles, relationships, and social dynamics. They often use platforms such as YouTube, Instagram, and Twitter to reach large audiences, particularly among young men. Their content can include commentary on men’s issues, advice on dating, and perspectives on social changes. While some of these influencers frame their messages as practical or motivational, others express views that have been characterized as promoting traditional gender roles and questioning contemporary feminist ideas.
These influencers often inhabit the “manosphere,” a loosely connected online community where discussions about masculinity, gender relations, and men’s rights take place. This space includes a variety of websites, forums, and social media groups that share a range of opinions—from advocacy for men’s rights to more controversial and polarizing views on gender and society.
Participants in the manosphere often focus on the challenges they perceive as facing men in modern society, and they engage in debates about topics such as the nature of relationships, social expectations, and the impact of cultural changes on men’s lives. The community is diverse, with members ranging from those seeking support and understanding to those who adopt more rigid and critical stances toward changes in gender roles.
“We wanted to explore how young men react to manfluencer messages. As we see an increase in misogyny in many Western countries, and the narratives on the manosphere is often that feminism is to blame for the difficulties of men, we found it relevant to test the effect of such manfluencers,” explained study author Emma A. Renström, a professor at Kristianstad University and principal investigator for the Psychology of Political Behavior research project.
To investigate the influence of manfluencers, the researchers conducted three separate studies involving men in Sweden. Sweden was chosen as the location for this research because, despite its reputation as a highly gender-equal nation, it also exhibits some contradictory trends. For example, Sweden has a high number of users on misogynistic online forums per capita. Additionally, there has been a rise in right-wing political movements in Sweden that often promote traditional, stereotypical views of gender roles. These factors make Sweden a particularly interesting place to study the dynamics of gender attitudes and the potential influence of manfluencers.
The first study was a large online survey involving 2,857 Swedish men. Participants were recruited through an online survey company and represented a range of ages and backgrounds. In the survey, men were asked about their education level, income, political views, and whether they were in a relationship. They were also asked to indicate which, if any, of a list of well-known manfluencers they followed on social media. This list included figures known for expressing misogynistic or anti-feminist views. To measure dehumanization of women, the researchers used statements such as “Generally I treat women as they are only worth what they can offer me” and “Generally I treat women as they are only means to an end.” Participants rated their agreement with these statements on a scale from ‘do not agree at all’ to ‘completely agree.’
The second and third studies were experiments designed to more directly test the impact of manfluencer content. In the second experiment, 597 Swedish men participated. Participants were randomly assigned to one of two groups. One group was shown a fake social media post, supposedly from a manfluencer, containing a message that could be seen as threatening to men’s status. Examples of these messages included claims that women are taking over leadership roles in society or that women’s salaries are increasing faster than men’s. These posts concluded with a statement like, “This development towards a more male hostile society must be stopped!”
The other group, the control group, saw a neutral social media post on an unrelated topic, such as new research findings about animals or technology. After viewing the post, participants were asked to estimate what percentage of reported sexual harassment cases they believed were falsely made up by women. This question was used to measure mistrust of women, a common theme in the manosphere. Participants were also asked to rate their experiences of rejection by women using statements like “I have tried to get a partner, but I have been repeatedly rejected.”
The third experiment involved 630 young Swedish men, aged 18 to 25. This study was similar to the second experiment but focused specifically on a younger demographic and used slightly different content and measurements. The manfluencer posts in this experiment were designed to more directly blame feminism for problems men face. For instance, some posts claimed that “feminists have taught women” to falsely accuse men of sexual harassment or to prioritize career over family, which is “not okay” for men. The control group again saw neutral posts on unrelated topics. In this study, misogyny was measured using a set of statements reflecting general misogynistic attitudes, such as “Women exploit men for their own agendas” and “When it comes down to it, a lot of women are deceitful.” Participants rated their agreement with these statements. They were also again asked about their experiences of rejection by women.
The first study’s findings revealed that young men who followed a greater number of manfluencers were indeed more likely to dehumanize women. This link was particularly strong among younger men compared to older men in the survey.
Renström told PsyPost that it is “not really surprising, but quite depressing, that young men are the ones expressing most misogyny nowadays.”
The second experiment showed that exposing men to manfluencer content that presented threats to men’s status made them more mistrustful of women, specifically increasing their belief that women falsely accuse men of sexual harassment. Importantly, this effect was stronger among younger men who also reported feeling rejected by women in the past.
The third experiment, focusing solely on young men, further supported these findings. It showed that exposure to manfluencer content increased overall misogynistic attitudes in young men who felt they had been rejected by women. In essence, the research suggests that when young men who feel romantically rejected are exposed to manfluencer messages that blame women and feminism for men’s problems, it can create a cycle leading to increased misogyny.
The findings suggest that “influencers have a substantial effect on their followers, especially if they are vulnerable,” Renström said. “We found that young men who perceive themselves as having been rejected by women were more influenced by manfluencer messages. Thus, as a society we need to be better at talking about this with young people.”
As with all research, there are some caveats to consider. The first survey study could only show a correlation—not a direct cause—between following manfluencers and misogyny. It’s possible that men already holding misogynistic views are simply more inclined to seek out and follow manfluencers. While the experiments helped to suggest a causal link, the online environment is complex, and real-world effects might be more nuanced.
Additionally, the list of manfluencers used in the first study, while including prominent figures, might not have been exhaustive, and it’s challenging to perfectly capture the diverse range of online influencers. Future research could explore allowing participants to name the influencers they follow in their own words.
Despite these limitations, the findings highlight the significance of social media influencers in shaping opinions, particularly among younger audiences. The study suggests that manfluencer content that presents women and feminism as threats can contribute to the spread of misogynistic views, especially among young men who may be vulnerable due to feelings of rejection.
Renström hopes the research brings “awareness to the increasing polarization between young women and men when it comes to gender-related issues and to better understand the psychological mechanisms behind this polarization. Especially, to bring awareness of men’s adoption of misogyny so that this can be prevented.”
The study, “Manfluencers and Young Men’s Misogynistic Attitudes: The Role of Perceived Threats to Men’s Status,” was authored by Emma A. Renström and Hanna Bäck.
