The spread of manosphere ideology to a Norwegian audience through ironic spectatorship: A qualitative analysis of influencer engagement with Andrew Tate
References
- Ali, I., & Henden, A. (2023, September 4). Valg 2023: Under halvparten av andregangsvelgere stemmer [Election 2023: Less than half of second-time voters vote]. VG.
https://tinyurl.com/wsstzky3 - Analyse og Tall. (2024). Bodø-ungdoms digitale liv. En undersøkelse av hvordan ungdom i Bodø bruker sosiale medier, med fokus på skadelig og ekstremt innhold [The digital lives of Bodø youth: A survey of how youth in Bodø use social media, with a focus on harmful and extreme content].
https://www.ogtall.no/publikasjoner/bodoe-ungdoms-digitale-liv - Ashcraft, K. L. (2022). Wronged and dangerous: Viral masculinity and the populist pandemic. Bristol University Press.
- Baker, S. A. (2022). Alt. health influencers: How wellness culture and web culture have been weaponised to promote conspiracy theories and far-right extremism during the Covid-19 pandemic. European Journal of Cultural Studies, 25(1), 3–24.
https://doi.org/10.1177/13675494211062623 - Baker, C., Ging, D., Andreasen, M. (2024). Recommending toxicity: The role of algorithmic recommender functions on YouTube shorts and TikTok in promoting male supremacist influencers. Anti-bullying report, Dublin City University, Dublin.
https://antibullyingcentre.ie/wp-content/uploads/2024/04/DCU-Toxicity-Full-Report.pdf - Banet-Weiser, S., & Kay, J. B. (2026). Through the looking glass: Feminism and reactionary politics in the digital hall of mirrors. European Journal of Cultural Studies, 29(2), 445–453.
https://doi.org/10.1177/13675494241310721 - Bauge, K. (2023). Ta mikrofonen fra ham [Take the microphone away from him]. BT.
https://tinyurl.com/58b3ex3n - Cassam, Q. (2021). Extremism: A philosophical analysis. Routledge.
https://doi.org/10.4324/9780429325472 - Danielsen, H., Larsen, E., & Owesen, I. (2013). Norsk likestillingshistorie, 1814–2013 [Norwegian history of gender equality, 1814–2013]. Fagbokforlaget.
- Dickel, V., & Evolvi, G. (2023). “Victims of feminism”: Exploring networked misogyny and #MeToo in the manosphere. Feminist Media Studies, 23(4), 1392–1408.
https://doi.org/10.1080/14680777.2022.2029925 - Finlayson, A. (2023). This is not a critique: Reactionary digital politics in the age of ideological entrepreneurship. Media Theory, 7(1), 27–48.
https://doi.org/10.70064/mt.v7i1.899 - Ging, D. (2021). Dissecting the black pill: Researching incels and the manosphere. In L. Prøitz, F. Langeland, & H. Mainsah (Eds.), From boyhood to radizalized masculinity: A rapid research response from the International Symposium on Incels (pp. 40–51).
https://hdl.handle.net/11250/4820369 - Ging, D., Lynn, T., & Rosati, P. (2020). Neologising misogyny: Urban Dictionary’s folksonomies of sexual abuse. New Media & Society, 22(5), 838–856.
https://doi.org/10.1177/1461444819870306 - Ging, D., & Murphy, S. (2021, October 13–16). Tracking the pilling pipeline: Limitations, challenges and a call for new methodological frameworks in incel and manosphere research. Selected Papers of #AoIR2021: The 22nd Annual Conference of the Association of Internet Researchers.
https://doi.org/10.5210/spir.v2021i0.12174 - Han, X., & Yin, C. (2023). Mapping the manosphere: Categorization of reactionary masculinity discourses in digital environment. Feminist Media Studies, 23(5), 1923–1940.
https://doi.org/10.1080/14680777.2021.1998185 - Haslop, C., Ringrose, J., Cambazoglu, I., & Milne, B. (2024). Mainstreaming the manosphere’s misogyny through affective homosocial currencies: Exploring how teen boys navigate the Andrew Tate effect. Social Media + Society, 10(1), 20563051241228811.
https://doi.org/10.1177/20563051241228811 - Hermansson, P., Lawrence, D., Mulhall, J., & Murdoch, S. (2020). The international alt-right: Fascism for the 21st century? Routledge.
https://doi.org/10.4324/9780429032486 - Holpuch, A. (2022, August 24). Why social media sites are removing Andrew Tate’s accounts. The New York Times.
https://www.nytimes.com/2022/08/24/technology/andrew-tate-banned-tiktok-instagram.html - Hopton, K., & Langer, S. (2022). “Kick the XX out of your life”: An analysis of the manosphere’s discursive constructions of gender on Twitter. Feminism & Psychology, 32(1), 3–22.
https://doi.org/10.1177/09593535211033461 - Hutcheon, L., & Valdés, M. J. (1998). Irony, nostalgia, and the postmodern: A dialogue. Poligrafías. Revista de Teoría Literaria y Literatura comparada, 3(3).
https://www.revistas.unam.mx/index.php/poligrafias/article/view/31312 - Hvidsten, S. (2024, February 14). Oi! Oi! Oi! Dagbladet.
https://www.dagbladet.no/meninger/oi-oi-oi/80969086 - Hyzen, A., & Van den Bulck, H. (2021). Conspiracies, ideological entrepreneurs, and digital popular culture. Media and Communication, 9(3), 179–188.
https://doi.org/10.17645/mac.v9i3.4092 - Jarstad, L. (2022, August 13). TikTok-fenomenet Andrew Tate blir kalla “Kongen av giftig maskulinitet” [TikTok phenomenon Andrew Tate is being called the “King of Toxic Masculinity”]. NRK.
https://tinyurl.com/56tx8cbm - Katz, J. (2023, January 9). How we avoid the rise of another “Andrew Tate”. Ms. Magazine.
https://msmagazine.com/2023/01/09/andrew-tate-boys-gender-masculinity/ - Kimmel, M. (2017). Angry white men: American masculinity at an end of an era (2nd ed.). Nation Books.
- Kitterød, R. H., & Teigen, M. (2021). Feminisme og holdninger til likestilling – tendenser til polarisering? [Feminism and attitudes towards equality – tendencies towards polarization?] Institutt for samfunnsforskning.
- Kristiansen, A. A. (2024, November 25). Unge menn skiller seg kraftig ut i synet på likestilling [Young men stand out strongly in their views on gender equality]. Aftenposten.
https://tinyurl.com/5f8jh9vk - Kontoret. (2022a, December 4). Barisbrevik om overvekt, inntekt og krypto [Barisbrevik on obesity, income, and crypto] [Video]. YouTube.
https://www.youtube.com/watch?v=QhJvwSHX5eo - Kontoret. (2022b, December 4). Better 60k på Blackjack med Henrik Viken [Better 60k at Blackjack with Henrik Viken] [Video]. YouTube.
https://www.youtube.com/watch?v=pe6n2Nmae0s&t=274s - Kontoret. (2022c, December 18). Er Adib Waez (Mr. Dubai) en svindler? [Is Adib Waez (Mr. Dubai) a fraud?] [Video]. YouTube.
https://www.youtube.com/watch?v=qT-lJlSc0-Q&t=3155s - Larsen, E., Moss, S. M., & Skjelsbæk, I. (Eds.). (2021). Gender equality and nation branding in the Nordic region (1st ed.). Routledge.
https://doi.org/10.4324/9781003017134 - Medietilsynet. (2023). Hva kommuniserer norske og utenlandske influensere til norske ungdommer på sosiale medier? [What do Norwegian and foreign influencers communicate to Norwegian youth on social media?]
https://tinyurl.com/yc7jws69 - Midtbøen, A. H., & Teigen, M. (2019). Verdipolarisering i norsk kontekst? Avstand mellom elite og befolkning i holdninger til innvandring og likestilling [Value polarisation in the Norwegian context? Distance between elite and population in attitudes towards immigration and gender equality]. Politica, 51(1), 61–81.
https://doi.org/10.7146/politica.v51i1.131108 - Miller-Idriss, C. (2018). The extreme gone mainstream: Commercialization and far right youth culture in Germany. Princeton University Press.
- Miller-Idriss, C. (2020). Hate in the homeland: The new global far right. Princeton University Press.
- Papadamou, K., Zannettou, S., Blackburn, J., De Cristofaro, E., Stringhini, G., & Sirivianos, M. (2020). “How over is it?” Understanding the incel community on YouTube. arXiv.
https://doi.org/10.48550/arXiv.2001.08293 - Roberts, S., Jones, C., Nicholas, L., Wescott, S., & Maloney, M. (2025). Beyond the clickbait: Analysing the masculinist ideology in Andrew Tate’s online written discourses. Cultural Sociology. OnlineFirst.
https://doi.org/10.1177/17499755241307414 - Rose, G. (2023). Visual methodologies (5th ed.). Sage.
- Rothut, S., Schulze, H., Rieger, D., & Naderer, B. (2024). Mainstreaming as a meta-process: A systematic review and conceptual model of factors contributing to the mainstreaming of radical and extremist positions. Communication Theory, 34(2), 49–59.
https://doi.org/10.1093/ct/qtae001 - Sayogie, F., Farkhan, M., Zubair, Z., Julian, H. P., Al Hakim, H. S. F., & Wiralaksana, M. G. (2023). Patriarchal ideology, Andrew Tate, and Rumble’s podcasts. The Southeast Asian Journal of English Language Studies, 29(2), 1–12.
https://doi.org/10.17576/3L-2023-2902-01 - Schwarzenegger, C., & Wagner, A. (2018). Can it be hate if it is fun? Discursive ensembles of hatred and laughter in extreme right satire on Facebook. SCM Studies in Communication and Media, 7(4), 473–498.
https://doi.org/10.5771/2192-4007-2018-4-473 - Selmer-Anderssen, P. C., & Larsen, R. S. (2023, August 6). Jeg vil bli størst [I want to be the greatest.]. Aftenposten.
https://www.aftenposten.no/amagasinet/i/kEbmx9/oskar-westerlin-jeg-vil-bli-stoerst - Sugiura, L. (2021). The incel rebellion the rise of the manosphere and the virtual war against women. Emerald Group Publishing
- Thomas-Parr, G., & Gilroy-Ware, M. (2025). Im/perceptible boyhood in a post-Andrew Tate world. Australian Feminist Studies, 39(119-120), 229–250.
https://doi.org/10.1080/08164649.2025.2460822 - VIXEN Awards. (2023). Dette er vinnerne av VIXEN Awards 2023 [These are the winners of the VIXEN Awards 2023].
https://www.vixen.no/artikkel/dette-er-vinnerne-av-vixen-awards-2023 - Westerlin, O. (2022a, August 29). Lever 1 dag som Andrew Tate [Live 1 Day as Andrew Tate] [Video]. YouTube.
https://www.youtube.com/watch?v=5SrKVghWQ48 - Westerlin, O. (2022b, August 30). My unmatched perspicacity coupled with my sheer indefatigability makes me a feared opponent in any realm of human endeavour. [Photograph]. Instagram.
https://www.instagram.com/oskarwesterlin/p/Ch38EpvqixL/?img_index=1 - Westerlin, O. (2023a, February 8). Lever 1 dag som Andrew Tate (igjen) [Live 1 Day as Andrew Tate (again)] [Video]. YouTube.
https://www.youtube.com/watch?v=gw13tqK1gvY&t=18s - Westerlin, O. (2023b, May 2). Helga kort oppsummert [Weekend in brief] [Photograph]. Instagram
https://www.instagram.com/oskarwesterlin/p/CrwITdsKqpR/?img_index=1
Language: English
Page range: 59 - 78
Published on: May 15, 2026
Published by: University of Gothenburg Nordicom
In partnership with: Paradigm Publishing Services
Publication frequency: 2 issues per year
Keywords:
Related subjects:
© 2026 Fredrik Langeland, published by University of Gothenburg Nordicom
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.