Abstract
Andrew Tate is a 39-year-old British-American content creator notorious for his objectification of women and deeply sexist worldview and is one of the biggest names emerging from larger public discourses concerning the rise of online misogyny and right-wing extremism in the Western sociopolitical sphere. This thesis aims to identify how Andrew describes and politicizes the relationship between men and women in his social media content. To do so, I conducted both a computational and inductive qualitative content analysis on 24 of Tate’s videos alongside a thorough review of the many products and services he sells. Findings suggest that, contrary to expectations, Andrew Tate is far more concerned with the state of men and masculinity than anything relating to women. He relies on flashy visuals and aggressive language to paint himself as a patriarchal authority, a position he then leverages to sell a plethora of products that promise to fix the woes of the modern man. In the process, he espouses anti-social and conspiratorial rhetoric that, combined with the skewed portrayal of men and women, connects him ideologically to a vast right-wing political ecosystem.