There’s the question I’d ask.
“Andrew Who?” That’s most of what the over-30 crowd said in response to the news that Andrew Tate had been banned from TikTok, Instagram, and Facebook after a spate of negative coverage and increasing concerns from parents and teachers about the TikTok star’s power over his followers. For adults who don’t have teenage sons, the 35-year-old kickboxer-turned-TikTok star was largely unknown, but as anyone in the high school and college age set could tell you, online he was an overnight sensation.
Admittedly, I’d heard of him second hand as a terrible trollish asshole, but I’d never seen any of his videos, so I’m glad Amanda Marcotte explained it. The big question, though, is how does a loudmouthed ignorant jerk become an overnight sensation? Amanda answers that, too.
His popularity is directly attributable to the profit motives of social media companies. As the Guardian demonstrated, if a TikTok user was identified as a teenage male, the service shoveled Tate videos at him at a rapid pace. Until the grown-ups got involved and shut it all down, Tate was a cash cow for TikTok, garnering over 12 billion views for his videos peddling misogyny so vitriolic that one almost has to wonder if he’s joking.
Oh.
I’m sure the executives behind those kinds of decisions are all cowering behind the smokescreen of the mysterious “algorithm”, but they wrote the code for that crap and fed it the data, and you’re telling me that they never noticed that their software was running amok and spewing bad recommendations all over the place? Nah, I don’t believe it. More likely there was the Chinese equivalent of Silicon Valley dudebros enthusiastically priming the system with the kind of videos they like to watch — a mob of James Damore wanna-bes — and it took off in a way that the grown-ups had to notice. They noticed the cash flowing into their pockets, anyway.
Parents, teachers, and anyone who cares about the wellbeing of young people should be worried. It’s not just that Tate was spreading hateful ideas and encouraging violence against women, though that on its own is terrifying enough. It’s that Tate is just the latest example of the way that far-right figures lure in young men by preying on their insecurities. Once the influencers suck in these young men, they start redirecting audience energies towards fascist organizing. Tate is just a piece of a larger puzzle that explains, for instance, how so many otherwise normal young men get wrapped up in groups like the Proud Boys and actions like storming the Capitol on January 6.
The strategy is simple. Far-right online influencers position themselves as “self-help” gurus, ready to offer advice on making money, working out, or, crucially, attracting female attention. But it’s a bait-and-switch. Rather than getting good advice on money or health, audiences often are hit with pitches for cryptocurrency scams or useless-but-expensive supplements. And, even worse, rather than being offered genuine guidance on how to be more appealing to women, they’re encouraged to blame women — and especially feminism — for their dating woes.
There has to be more to it than just a pied piper leading adolescent boys to their doom, though. I was an adolescent boy, once, and I would have been repelled by my fellow boys “saying shit like women are inferior to men
, women belong in the kitchen
, and refusing to read an article by a female author because women should only be housewives.
” I’m not saying I wasn’t impressionable and stupid at a young age, but that there are some kinds of messages I would have rejected instantly. There’s got to be some other ingredient in the recipe to make a right-wing tool.
By the way, Andrew Tate himself might be banned, but TikTok and YouTube are stuffed to the gills with Andrew Tate videos — his acolytes have been busy duplicating and uploading copies of his videos everywhere…and none of the services profiting off them will do a thing about it. Kent Hovind could be sent to prison for ten years, and still his lies continued to proliferate. Expect Tate to thrive in the same virtual way. He’ll be back. Or some vicious little copy of him will be.









