Citation

Van Valkenburgh SP. Men Masc. 2021; 24(1): 84-103.

Copyright

(Copyright © 2021, SAGE Publishing)

DOI

10.1177/1097184X18816118

PMID

unavailable

Abstract

This article undertakes the first known qualitative study focusing on The Red Pill, an online forum wherein heterosexual men attempt to improve their seduction skills by discussing evolutionary psychology and economic theories. My content analysis of twenty-six documents (130,000 words) designated by the community as central to its purpose and ideology shows that The Red Pill is not just an expression of hegemonic masculinity but also explicitly integrates neoliberal and scientific discourses into its seduction strategies. I theorize that the resulting philosophy superficially resolves a contradiction between hegemonic masculinity's prescriptive emotional walls and an inherent desire for connection by constructing women as exchangeable commodities.

Language: en

Keywords

class; economy; feminism; hegemonic masculinity; men’s rights; sexualities; sociology; technology