Why should we care about Andrew Tate?
Tate is unhinged and backed up by millions of “alpha males.” (Image: Essentially Sports)
After months of controversy and trigger-happy statements about women, the influencer and money-making guru was banned from Facebook, Instagram, and TikTok last Friday and his YouTube channels on Monday.
It’s difficult to figure out what exactly Andrew Tate did to get banned, considering his entire influencer career has been marked with controversy. He first rose to fame in 2016 when he was evicted from the TV show “Big Brother” after attacking a woman on video.
He went on to share his life and dating advice on YouTube and Facebook to an audience composed mostly of young men. Later on, he expanded his reach on Instagram and TikTok. Tate’s most controversial content includes videos in which he says that rape survivors are to blame for their experiences of assault and that women are men’s properties.
In 2017, he moved to Romania with the intention to establish a camgirl business, stating in a now-deleted video that it’s easier to get away from rape charges in Eastern Europe.
As a result of his ideas about dating and women, Tate has been blamed for “toxic behavior” in male students. “Not only are they making these misogynistic claims in class but are literally refusing to do assignments if it’s sourced from a woman,” one Reddit post said.
In recent months, his affiliate marketing program Hustler’s Academy also blew up thanks to reposts of his content. According to The Guardian, he was able to earn more than 127,000 members in the Hustler’s Academy community in just less than three months, but critics have called it a scam.
Controversy = clout
Tate reportedly garnered these numbers in such a short amount of time by deliberately rousing controversy through his “students.”
One guide allegedly said that attracting comments and controversy was the key to success on TikTok, with around “60-70% fans and 30-40% haters.” When they make sexist, homophobic, or just downright insensitive remarks, they’re probably trolling for engagement.
Even now, after being banned from his official accounts, his content continues to spread through copycat accounts, fans, and even social media users who reference him ironically. They’ve remained popular online, especially on TikTok where #AndrewTate has been viewed more than 12.7 billion times.
In response to his ban, Tate said in an interview, “Banning me only inspires more internet hate mobs and more division. This will become a weapon of attack for different points of view for the foreseeable future.”
With his continued relevance and online presence, it’s unfortunate to say that he has a point. The man has millions of young guys subscribed to his affiliate marketing program,—which costs £49.99 a month and trying out advice that may lead into a slippery slope of alt-right radicalization. They’ll defend him in comment section after comment section, even as other users openly condemn him.
And as they say: all publicity is good publicity. Case in point: this email is giving him even more clout, adding to the millions of content that gets him views. I know, I’m sick to my stomach, too.
But we need to talk about this. As much as I don’t think this man deserves his popularity, there are overlooked reasons as to why he rose to the top of our social media feeds in the first place.
Modern masculinity
It’s not surprising that Tate appeals to young, impressionable men who are in need of a role model to look up to. In fact, younger and middle-aged heterosexual men today were found to be lonelier than they were generations ago.
Greg Matos, PsyD wrote that dating apps, women’s increasing relationship standards, and men’s relationship skill deficits all influence this trend of chronic loneliness in men.
It seems like many of these cases manifest in a jaded attitude towards women, influencing a desire for control over them. And if a powerful-looking influencer promised me all that–plus thousands of dollars with just a subscription to an affiliate marketing program–I’d be pretty hopeful, too.
Men need aspirational figures, and unfortunately Tate is the kind that draws popularity. Joining him are other influencers with similar “masculinity” content, including Filipino content creator Gino Tenorio–whose official account seems to be deleted.
While it’s definitely good news that social media platforms are standing their ground, the root problem remains: Tate’s brand of masculinity wins over millions of men because it’s relatable. Do we need to redefine what it means to be a man?
