The Social Chronicles - Part 2: The (neo) male influencer

Unless you've been living off the grid for the past few months, you've likely found yourself immersed in countless discussions surrounding a phenomenon stirring up quite a few emotions: the emergence of the "neo" male influencer.

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History often reveals a poetic justice, wherein societies reap what they sow. The aftermath of the #metoo movement stands as a stark reminder, exposing and rightfully cancelling certain male figures whose actions warranted societal condemnation. Yet, as is common in human affairs, particularly when influenced by social media, the pendulum often swings to extremes. Suddenly, all aspects of masculinity were thrust into taboo territory overnight, leaving only a select few "acceptable" figures standing, but failing to resonate with most young men. Gradually, a movement began, with brands facing boycotts for perpetuating this alienation from traditional masculinity, as Budweiser learned the hard way. We were on the cusp of a revolution to course correct social society.

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This is not the first time this happens, but it is the first time we see this happen on social media with such a vicious precision. If we go back to ancient Roman times, an increasingly bureaucratic and politically steered society was weighing heavily on the Roman people. Even the emperor, Tiberius, reached a breaking point, choosing self-exile on the island of Capri to escape the stifling atmosphere of Rome. It was during this period that a new figure emerged from the shadows—Tiberius' nephew, Gaius Julius Caesar, better known to history as Caligula.

Caligula represented the antidote to a politically correct and stagnant society. Legend has it that Tiberius, in nominating Caligula as his heir, remarked, "I am nurturing a viper for the Roman people." Yet, the truth of these accounts remains murky, as much of Roman history underwent revisionism following Caligula's assassination. Looking at events through today’s lens it is fair to say Caligula was one of the first male influencers with a tremendous following. After his assassination (that’s how Romans cancelled people) a lot was rewritten, much like we see today, aka fake news.

But this is not a history lesson, this is a phenomenon happening today, and it matters. Today's average young male, aged 14 to 21, spends an overwhelming 93% of his free time glued to screens. Within this digital realm, a new breed of influencer has emerged: the neo male. It is not my intention to write an opinion piece about the content they share, but I would like to point out some interesting patterns.

Who are they?

Today, a plethora of such individuals roam the digital landscape, forming what can be likened to a modern-day boys' club, where they convene to indulge in their vices while reinforcing each other's beliefs. Perhaps you've encountered some of these figures: Andrew and Tristan Tate, Luke Belmar, Justin Waller, or Iman Ghadzi. Despite their individualities, there are striking similarities among them:

• They project an aura of immense financial success, yet the source and legitimacy of their wealth remain shrouded in ambiguity.
• Their physical appearance is meticulously curated, emphasizing physical fitness and adorned with expensive, bespoke attire.
• They gravitate towards group dynamics, relishing in the company of men, often regarding women as mere commodities.
• A pervasive paranoia permeates their worldview, casting society, government, and the law as adversaries to be dismissed as part of "the matrix," a system purportedly designed to "enslave" individuals, from which one must strive to "escape."
• Success, to them, is epitomized by an opulent lifestyle adorned with private jets, yachts, supercars, designer timepieces, and a retinue of Instagram models at their beck and call.

What are they saying?

This is where the narrative takes an intriguing turn, for despite the inherent contradictions within their individual stories, they exhibit a remarkable alignment in their shared philosophy. It's as if they've collectively adopted a script, echoing the same ideology with uncanny consistency, even in the face of glaring inconsistencies. It's a testament to the power of group dynamics and the allure of a shared narrative, even when its flaws are apparent.

Let’s look at some examples:

• On one hand, they preach against wearing branded clothing, decrying it as a form of servitude to corporate entities. Yet, they themselves endorse high-end luxury items like Loro Piana loafers (not cheap!) and designer watches such as Rolex, Omega, or Patek, along with flaunting supercars. This obsession with brands stands in stark contrast to their purported disdain for being pawns of consumerism.
• While they advocate for a notion of purity in women, defined by a "low body count" and an ideal of domesticity where the woman's role is confined to the home until the master returns, they exempt themselves from such standards. For them, the more conquests and offspring, the better, subscribing to a double standard where they enjoy freedom while imposing restrictions on their partners. The exception, of course, is their own mother, whom they regard as angelic and promptly retire as a dutiful son would.
• Their lifestyle exalts the physique of a Greek god, achieved through rigorous workouts and fitness regimes. Yet, they paradoxically indulge in vices like cigar smoking and binge drinking, justifying it as a reward for their disciplined exercise regimen—an incongruity that defies conventional health norms.
• Despite professing themselves as highly successful entrepreneurs, their actual sources of income often remain dubious, if not obscured entirely. Before peddling online courses, many dabbled in borderline legal activities to amass modest fortunes, which were then gambled on cryptocurrencies with varying degrees of luck. Today, their income streams rely heavily on selling courses and garnering social media validation, a paradoxical pursuit that proves surprisingly lucrative for some.

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Indeed, these shared characteristics paint a vivid picture of a collective disillusionment with society, particularly within the Western world. Their narrative often revolves around a profound dissatisfaction with societal norms and conventions, which they view as constraining and emasculating. This discontent fuels an attraction to the perceived freedom and vitality of Eastern cultures, from the rugged landscapes of Romania to the opulent extravagance of Dubai.

In these Eastern locales, they see an opportunity to redefine themselves as the archetypal "real men" they believe they were destined to be. Liberated from the perceived shackles of Western society, they seek to carve out a new identity—one that celebrates masculinity in its rawest form, unburdened by the constraints of political correctness or societal expectations.

Their journey towards the East is not merely a physical relocation but a symbolic quest for authenticity and autonomy. Here, amidst the vibrant tapestry of Eastern cultures, they envision a space where they can assert their dominance, unencumbered by the perceived feminization of the West. It's a quest for freedom, power, and self-actualization—a narrative that resonates deeply within their collective consciousness.

Why is this bizarre?

These observations highlight the complexity and significance of the emergence of neo male influencers:

• The rapid rise of these influencers can be seen as a reactionary response to the mainstream embrace of "wokeness," which some perceive as unfairly vilifying young men. Their emergence represents a counter-narrative, offering an alternative perspective that resonates with a segment of society that feels marginalized or misunderstood.
• Despite their controversial nature, these influencers have amassed a substantial following, particularly among young men who are drawn to their message and philosophy. This raises concerns about the potential perpetuation of harmful attitudes and behaviors, reminiscent of the issues highlighted by the #metoo movement.
• The striking similarity in narrative and behavior among these influencers prompts questions about their authenticity and origins. Are they simply individuals expressing genuine beliefs, or is there a more orchestrated agenda at play? The consistency in their messaging and presentation suggests the possibility of external influence, whether through deliberate scripting or the formation of a cohesive subculture where norms are mutually reinforced.
• Their projected financial success, often achieved outside traditional societal norms, raises further questions about their legitimacy. Are they legitimate entrepreneurs challenging conventional norms, or are they skilled manipulators exploiting their followers for personal gain? Only time will reveal the true nature of their endeavours and the impact they will have on society at large.

The resilience of these voices, despite numerous attempts to suppress them, underscores a lesson from history that we seem destined to repeat. In ancient Rome, emperors recognized the importance of appeasing the masses to maintain control. They provided bread and games to distract and placate the populace. Today, our equivalents are drugs and social media—tools employed to keep the masses sedated and compliant.

Yet, amidst this backdrop, a pressing question looms: who will emerge as the true ruler of our modern empire? Will it be the charismatic influencers who command legions of followers, shaping attitudes and beliefs with their words? Or will it be the unseen forces that wield power behind the scenes, manipulating narratives and orchestrating societal dynamics to serve their own interests?

The answer remains elusive, obscured by the complexities of our digital age and the ever-shifting landscape of power and influence. But one thing is certain: the battle for control over hearts and minds rages on, and the stakes have never been higher.

Let them hate me, as long as they fear me

Caligula, when his popularity was waning