Louis Theroux entered the manosphere It explores the economic motivations behind this highly controversial sphere

For several years, both online and in academic debates related to gender studies, but not only there, the term “manosphere” has been used to refer to digital communities composed predominantly of men who share anti-feminist positions – if not outright sexist. Within these environments, a concept of masculinity that is inherently toxic circulates, based on competition and behavior models associated with dominance and aggressiveness.

In these communities, there are also a number of influencers and content creators who spread and reinforce this approach through social networks and video or podcast platforms. In this regard, the documentary “Louis Theroux: Inside the Manosphere” was recently released on Netflix, created by the eponymous British journalist and documentarian, known especially for his long-term collaboration with the BBC. The explored topics mainly include the economic as well as ideological motivations supporting the extensive network of influencers connected to the manosphere.

The uniqueness of “Louis Theroux: Inside the Manosphere”

In “Louis Theroux: Inside the Manosphere”, the director highlights how provocative or highly polarizing content within these male-dominated communities can become a significant source of income. In one scene, for instance, the director asks the influencer HSTikkyTokky – pseudonym of Harrison Sullivan – why he promotes on his channels some women who produce pornographic content, despite stating that he personally despises that type of activity. Sullivan responds without hesitation that it is simply a choice driven by profit: he does it because it generates revenue for him.

Upon closer inspection, debates on the manosphere often focus on the social and cultural motivations that favor the spread, both online and offline, of these extreme and obvious forms of male chauvinism, while rarely delving into the economic motivations behind this sphere.

How manosphere influencers make money

Among the income methods of many influencers linked to the manosphere are selling subscriptions to exclusive content and promoting courses – their own or those of affiliates. This is supplemented by sponsorships and promotional activities concerning supplements, financial services, and other products aimed at a predominantly male audience.

In some cases, income also comes from affiliate programs: influencers receive a commission for each user who registers through them on certain online trading platforms, for example. A significant portion of these activities is organized and coordinated through their own Telegram channels, which over time have been noted for relatively permissive moderation regarding controversial content and initiatives.