I could be wrong but I think it’s the end result of hyper-competitive free market capitalism and social media algorithms that boost outrage content. The rise of neoliberalism and globalization in the 90s led to a rise in high-paying executive positions in the corporate world. Just one problem: there’s only a finite amount of those positions to go around. This creates a environment of competition and many don’t make the cut. Business education is expensive and connections are hard to come by. This left many talented men unable to get not even decent paying, let alone high-paying, jobs that would allow them to advance in life.

The rise of mainstream social media platforms in the 2010s also gave a voice to misogynistic and reactionary content. Men who wouldn’t have been exposed to such content otherwise were now inundated with creators telling them (falsely) that the world was against them. At first, it wasn’t much of a problem. Take fitness Youtube for example. It was mostly educational content about things like growing a certain muscle group and increasing one’s 1RPM. Think of guys like Scooby1961 and Scott Herman. Rarely was there outrage content associated with fitness content. Guys like the Hodge Twins and the more overtly right-wing Golden One were the rare exemptions. Little did we know that the rare exemptions would be the progenitors of the ‘manosphere’ (i hate that term). Sometime during the late 2010s and early 2020s (I forget we’re halfway into the decade), ‘gym bro’ content merged with reactionary content. This meant that any guy who was looking for content to help them with their physical health and physique were suddenly recommend videos by the likes of Jordan Peterson and Joe Rogan. Couple this with my previous paragraph, a decrease in critical thinking skills and media literacy and you have a perfect (shit-)storm.

There were also two smaller factors: Gamergate and increased mobility of women in Western, liberal democracies.

I’m not to rehash the entire history of Gamergate here but, needless to say, it brought out a lot of ugly characters. Carl Benjamin, Rageaholic and Thunderf00t being prime example. Bogus yet widely believed conspiracy theories like Cultural Marxism were touted as being responsible for all of society’s ills.

As for women’s increased mobility, this actually predates the internet. Women were taking birth control, pursing education and careers, having more causal sex and thus were less focused on domestic affairs and institutions like the church or the mosque. But with the rise of misogynistic/sexist and anti-feminist voices online, women’s freedoms were caught in the crosshairs.

Ultimately, you have to remember that Andrew Tate and his ilk insert themselves into otherwise innocuous content (gaming, fitness, self-improvement, etc.) and exploit a volatile time in our shared history. They want to create an environment of discontent. They want us direct our anger and disillusionment to the wrong target. Whether they’re true believers of their own output and simply grifting, I don’t know but it’s had devastating consequences.