From Buzz to Court: The Phenomenon of Digital Masculinists

AD Laurent adopts an urban dissident aesthetic here: hood, dark gaze, staging of voluntary isolation. This look suggests a direct opposition to dominant social norms, fueling his stance as a persecuted yet clear-sighted outsider.

For about ten years, a new generation of masculinist figures has been emerging on social networks. Their discourse combines life advice, virilist rhetoric, and anti-feminist resentment. They primarily address young men destabilized by social transformations. They advocate for an offensive and identity-based virility. Moreover, they contrast the so-called "alpha" man with a world perceived as emasculating. This world is also considered dominated by progressive norms.

Their influence has increased with the widespread use of platforms like TikTok, YouTube, or Instagram, which favor short and impactful content. Additionally, their rhetoric fits into an algorithmic mechanism of virality. The High Council for Equality warned in January 2025 about a worrying rise in sexist and anti-feminist remarks. Furthermore, these remarks particularly concern young people aged 15 to 25. They also highlight the deep cultural impact of these contents. Parliamentary commissions now hear from certain influencers like AD Laurent or Nasdas, whose publications are deemed anxiety-inducing, stereotypical, and potentially manipulative.

In France, the leaders of a radicalized virilism

In France, personalities like Daniel Conversano embody a masculinism openly associated with the identitarian right. Having taken refuge in Romania, this essayist stands out for his controversial videos. These call for a rehabilitation of sexual hierarchies and firmly reject egalitarianism. His audience, modest in number but loud in the media, contributes to polarizing debates on male identity.

AD Laurent, another rising figure, became known on alternative platforms such as Rumble, in reaction to the alleged censorship of traditional media. Self-proclaimed "virile re-educator," he offers training aimed at restoring a supposedly threatened masculinity. His rhetoric is based on a paranoid vision of political persecution. It is reinforced by his appearance before a parliamentary commission in 2024, where he presented himself as a victim of institutions. His audience, young and socially frustrated, adopts his provocative language codes. Thus, it contributes to exacerbating societal tensions around gender issues.

This deliberately mundane style conceals a strategy of proximity: presenting oneself as
This deliberately mundane style conceals a strategy of proximity: presenting oneself as “one of them.” AD Laurent combines victimization and ideological defiance, using form to better establish a radical and identity-based foundation.

ThéoVéran, formerly known under the pseudonym T-REX, develops a strategic discourse mixing psychology, sentimental advice, and self-assertion. His YouTube and Telegram channels (more than 100,000 subscribers) skillfully circumvent the restrictions imposed by major platforms.

Nasdas, from the working-class neighborhoods of Perpignan, represents an alternative version of masculinism, combining provocative humor, defiance of authorities, and claimed authenticity. With over a million subscribers on Snapchat and Instagram, his popularity among often marginalized youth makes him an influential but controversial figure. His hearing before parliamentarians highlighted the ambiguity of his influence, between community solidarity and the promotion of problematic stereotypes.

Some comedians like Greg Toussaint occasionally use masculinist codes to provoke or shock. His viral sketches on TikTok oscillate between satire of contemporary feminism and subtle validation of anti-feminist discourse. Thus, they attract a wide audience while regularly challenging political correctness.

Hugo Posay, for his part, assumes a more openly conservative stance on gender and identity issues. Thanks to his analytical and intellectual approach, he disseminates his ideas through debates on YouTube. Thus, he attracts a university audience seeking intellectual validation of their concerns about social changes.

Andrew Tate, a leading figure of commercial masculinity

Former kickboxing champion, Andrew Tate has reinvented himself as a guru of male success. His trajectory embodies the junction between digital virilism, digital capitalism, and fantasies of absolute autonomy. He founded Hustlers University, a virtual academy teaching finance, seduction, and male discipline. Before his ban from TikTok, he had 12 million subscribers.

Behind his luxury suits and cars, Tate projects a cult of performance and control. He merges the myth of the self-made man with an overt sexual dominance. In doing so, he fully plays the card of the charismatic guru to better establish his ideological empire.
Behind his luxury suits and cars, Tate projects a cult of performance and control. He merges the myth of the self-made man with an overt sexual dominance. In doing so, he fully plays the card of the charismatic guru to better establish his ideological empire.

His legal troubles (human trafficking, pimping) reveal a dark side of his otherwise very lucrative empire. Now indicted in Romania, he nevertheless maintains regular contact with his followers via Telegram and Rumble.

Jordan Peterson: intellectual conservatism and individual responsibility

Clinical psychology professor, Jordan Peterson is known for his best-selling book, 12 Rules for Life. His approach is based on the critique of gender theories and the exaltation of order. Moreover, he calls for individual responsibility. Despite a less extreme rhetoric than some of his counterparts, Peterson provokes persistent controversy due to his positions on women, transgender identities, and the #MeToo movement.

An international network: Elam, Samuels, Hitchens

Paul Elam, founder of A Voice For Men, represents the "men’s rights" movement and denounces the alleged male victimization in social and judicial institutions. The Southern Poverty Law Center classified his site as a hate group in 2014.

With his high-end consultant demeanor, Samuels, during his lifetime, sold a Darwinian vision of male-female relationships. His analytical coldness, combined with a professorial tone, offered men a flattering yet relentless mirror, often at the expense of listening and nuance.
With his high-end consultant demeanor, Samuels, during his lifetime, sold a Darwinian vision of male-female relationships. His analytical coldness, combined with a professorial tone, offered men a flattering yet relentless mirror, often at the expense of listening and nuance.

Kevin Samuels, an emblematic figure of the American "red pill," addressed male-female relationships with analytical coldness. His shows sometimes gathered more than a million weekly viewers, defending a hierarchical view of romantic relationships.

Trainer in
Trainer in “male reclamation,” Hitchens transforms seduction into a commercial act. He embodies a performative and entrepreneurial masculinity, offering behavioral scripts that often confuse power with respect, in a very utilitarian approach to relationships with others.

In France, Alex Hitchens uses a commercial approach, offering expensive training aimed at "reclaiming one’s virility." Before its removal, his TikTok channel exceeded 200,000 subscribers.

A fragmented galaxy, but with coherent effects

Masculinism brings together various communities: Incels, convinced of celibacy imposed by society; MGTOW, choosing isolation in the face of a world deemed decadent; or even "pick-up artists" selling seduction strategies.

All share a virulent critique of feminism and a sense of identity exclusion. This fuels a warlike and vengeful rhetoric. The documentary Mascus, the men who hate women, directed by Pierre Gault, reveals the disturbing behind-the-scenes of these movements.

A concerned institutional response

Faced with the growing impact of these discourses, institutions, media, and universities react with concern. Parliamentary hearings seek to determine the responsibilities of influencers in amplifying sexist opinions. At the same time, educational initiatives attempt to promote critical thinking among young people. Masculinism reveals a deep crisis of contemporary masculinity. However, it offers a dangerously reactionary response to complex societal challenges.

This article was written by Émilie Schwartz.