“She Thinks of Him as a Machine”: On the Entanglements of Neoliberal Ideology and Misogynist Cybercrime

Abstract

The “manosphere” is a constellation of masculinist social media communities loosely unified by an anti-feminist worldview. Although extant journalism and social media scholarship successfully delineate the manosphere as a significant social problem by associating it with misogynist cybercrime and cyberhate, the resulting narrative simplistically pathologizes manosphere discourse while leaving its misogyny undertheorized. In this article, I complicate this emerging narrative by demonstrating how a certain central manosphere discourse qualitatively overlaps with a broader neoliberal ideology. I do so by further developing a critical discourse analysis of quasi-representative manosphere documents drawn from “The Red Pill,” a sub-forum of Reddit.com. Although this forum is explicitly devoted to discussing heterosexual seduction strategies, I find that it also produces a discursive means for fiscally conservative men to reconcile their pro-capitalist economic beliefs with apparent evidence of capitalism’s destructive tendencies and contradictions. This forum’s anti-feminist discourse implicitly parallels Marxian theory while explicitly supporting free market capitalism and denigrating women, thereby providing men with a linguistic and conceptual framework to scapegoat women for economic problems while leaving neoliberal ideas and assumptions unchallenged.