Masculinity and Misogyny in the Digital Age
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<strong>Mascul<strong>in</strong>ity</strong><br />
<strong>and</strong> <strong>Misogyny</strong><br />
<strong>in</strong> <strong>the</strong> <strong>Digital</strong> <strong>Age</strong><br />
What social data can tell us about <strong>the</strong> climate surround<strong>in</strong>g<br />
mascul<strong>in</strong>ity constructs <strong>and</strong> use of misogynistic language.<br />
Ditch <strong>the</strong><br />
Label your world, prejudice free .<br />
<strong>Mascul<strong>in</strong>ity</strong> <strong>and</strong> <strong>Misogyny</strong> <strong>in</strong> <strong>the</strong> <strong>Digital</strong> <strong>Age</strong> | 1
Contents<br />
Introduction 4<br />
Background 4<br />
Key F<strong>in</strong>d<strong>in</strong>gs 5<br />
Preface6<br />
Methodology 7<br />
<strong>Mascul<strong>in</strong>ity</strong> Constructs 7<br />
<strong>Misogyny</strong> 7<br />
Key Facts 7<br />
1.0 What is <strong>Mascul<strong>in</strong>ity</strong>? 9<br />
1.1 <strong>Mascul<strong>in</strong>ity</strong> as a Construct 9<br />
1.2 Key Features of <strong>the</strong> <strong>Mascul<strong>in</strong>ity</strong> Construct 10<br />
1.3 Key Preferences of <strong>the</strong> <strong>Mascul<strong>in</strong>ity</strong> Construct 11<br />
2.0 How People Feel about <strong>Mascul<strong>in</strong>ity</strong> 13<br />
2.1 ‘Mascul<strong>in</strong>e’ Preferences are Be<strong>in</strong>g Challenged 13<br />
2.2 Who Conforms to <strong>the</strong> <strong>Mascul<strong>in</strong>ity</strong> Narrative? 15<br />
2.3 Reactions to Non-Conformity 17<br />
3.0 Key Issues Surround<strong>in</strong>g <strong>Mascul<strong>in</strong>ity</strong> Constructs 20<br />
3.1 Homophobia20<br />
3.2 Violence22<br />
3.3 Gun Violence 24<br />
4.0 Form<strong>in</strong>g <strong>the</strong> Future of <strong>Mascul<strong>in</strong>ity</strong> 26<br />
4.1 The Current Climate of <strong>Mascul<strong>in</strong>ity</strong>26<br />
4.2 Humor Used to Challenge <strong>Mascul<strong>in</strong>ity</strong>27<br />
4.3 Br<strong>and</strong>s Redef<strong>in</strong>e <strong>the</strong> Constructs29<br />
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5.0 <strong>Misogyny</strong> 31<br />
5.1 The Climate of <strong>Misogyny</strong>31<br />
5.2 Who is <strong>the</strong> Most Likely to be Misogynistic?33<br />
5.3 Women as Perpetrators of <strong>Misogyny</strong>35<br />
5.4 Misogynistic Example Mentions37<br />
Conclusion38<br />
Appendices39<br />
Trend Analysis/ <strong>Mascul<strong>in</strong>ity</strong>39<br />
Demographic analysis/ <strong>Mascul<strong>in</strong>ity</strong> 41<br />
Correlation Overview (US)43<br />
Correlation Overview (UK)44<br />
Deep Dive <strong>in</strong>to Mascul<strong>in</strong>e Behaviour45<br />
Deep Dive <strong>in</strong>to Mascul<strong>in</strong>e Appearance46<br />
Common Misogynistic Term<strong>in</strong>ology47<br />
About Br<strong>and</strong>watch48<br />
About Ditch <strong>the</strong> Label49<br />
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Introduction<br />
Background<br />
In 2016, we published The Annual Bully<strong>in</strong>g Survey 2016. The report was notable because it was<br />
<strong>the</strong> first piece of ma<strong>in</strong>stream research to uncover <strong>the</strong> reasons why people bully o<strong>the</strong>rs. The survey<br />
enabled us to build complex profiles of those who perpetrate bully<strong>in</strong>g, which <strong>in</strong> turn has allowed us<br />
to <strong>in</strong>crease <strong>the</strong> amount of support we provide to prevent bully<strong>in</strong>g from happen<strong>in</strong>g <strong>in</strong> <strong>the</strong> first place.<br />
Interest<strong>in</strong>gly, <strong>in</strong> this research we found that those who identify as be<strong>in</strong>g male or hav<strong>in</strong>g grown up<br />
<strong>in</strong> a male-dom<strong>in</strong>ated household were more likely to bully than those who identify as female or who<br />
have greater female <strong>in</strong>fluences at home. We know that males are <strong>the</strong> least likely to report bully<strong>in</strong>g<br />
<strong>and</strong> to talk about issues affect<strong>in</strong>g <strong>the</strong>m as a direct result of social condition<strong>in</strong>g. Suicide is <strong>the</strong><br />
biggest killer of young men, often that’s because males are taught from an early age that it isn’t<br />
okay to talk about <strong>the</strong>ir emotions. Young men are told to, “man up” <strong>and</strong> to, “stop be<strong>in</strong>g a girl”<br />
whenever <strong>the</strong>y show vulnerability, <strong>and</strong> some learn to respond with aggressive behaviours such<br />
as violence, crime <strong>and</strong> bully<strong>in</strong>g.<br />
It is through this learn<strong>in</strong>g that we have become <strong>in</strong>creas<strong>in</strong>gly <strong>in</strong>terested <strong>in</strong> underst<strong>and</strong><strong>in</strong>g men <strong>and</strong><br />
<strong>the</strong> constructs of mascul<strong>in</strong>ity; as <strong>the</strong> relationship between bully<strong>in</strong>g is now clear <strong>and</strong> evident. Directly<br />
related to <strong>the</strong> issue of toxic mascul<strong>in</strong>ity is <strong>the</strong> issue of fem<strong>in</strong><strong>in</strong>ity <strong>and</strong> address<strong>in</strong>g <strong>the</strong> ways <strong>in</strong> which<br />
women are viewed societally. In addition to explor<strong>in</strong>g <strong>the</strong> unbiased climate of mascul<strong>in</strong>ity, this report<br />
also identifies <strong>the</strong> current rates <strong>and</strong> perpetration of language that actively discrim<strong>in</strong>ates aga<strong>in</strong>st<br />
women <strong>and</strong> fem<strong>in</strong><strong>in</strong>ity.<br />
Traditional surveys can be limit<strong>in</strong>g because of social bias affect<strong>in</strong>g <strong>the</strong> results. The best way to<br />
measure someth<strong>in</strong>g is often to observe behaviours <strong>and</strong> so, we worked with Br<strong>and</strong>watch to analyse<br />
almost 19 million public Tweets to explore <strong>the</strong> current climate of misogyny <strong>and</strong> constructs of<br />
mascul<strong>in</strong>ity as expressed across social media.<br />
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Key F<strong>in</strong>d<strong>in</strong>gs<br />
<strong>Mascul<strong>in</strong>ity</strong> as a construct can be divided <strong>in</strong>to four ma<strong>in</strong> components: how an <strong>in</strong>dividual behaves,<br />
how <strong>the</strong>y look, <strong>the</strong>ir personality <strong>and</strong> <strong>the</strong>ir lifestyle preferences.<br />
In summary, somebody is perceived to be mascul<strong>in</strong>e if <strong>the</strong>y are tough <strong>and</strong> emotionally strong.<br />
Appearance wise, facial hair <strong>and</strong> a muscular physique are regarded as mascul<strong>in</strong>e traits. Preferences<br />
to eat meat <strong>and</strong> to dr<strong>in</strong>k beer were also seen as mascul<strong>in</strong>e ideals. Dr<strong>in</strong>k<strong>in</strong>g cocktails or listen<strong>in</strong>g to<br />
pop music are examples of th<strong>in</strong>gs that aren’t seen as be<strong>in</strong>g mascul<strong>in</strong>e.<br />
Many of <strong>the</strong> behavioural aspects of <strong>the</strong> construct are negative <strong>and</strong> <strong>in</strong>clude violence, aggression <strong>and</strong><br />
a lack of emotional openness. We recognise <strong>the</strong>se as be<strong>in</strong>g key societal issues affect<strong>in</strong>g th<strong>in</strong>gs such<br />
as bully<strong>in</strong>g, mental health <strong>and</strong> crime rates. This creates negative consequences for those feel<strong>in</strong>g<br />
pressured to conform to mascul<strong>in</strong>e ideals. Some females suggested that traits, such as leadership<br />
<strong>and</strong> dom<strong>in</strong>ance, are seen as positives <strong>in</strong> males but are still be<strong>in</strong>g viewed negatively <strong>in</strong> females.<br />
The research f<strong>in</strong>ds that generally, reactions to those who do not conform are often supportive.<br />
People on Twitter were six times as likely to respond positively than negatively to <strong>the</strong>ir connections<br />
when <strong>the</strong>y posted content that didn’t conform. This suggests that generally, Twitter could be<br />
considered a safer place for expression of diversity. Sports fans were found to be most likely to<br />
comply with <strong>the</strong> mascul<strong>in</strong>ity construct, whereas students were <strong>the</strong> most likely to deviate. Fur<strong>the</strong>r<br />
research <strong>in</strong> this area could explore <strong>the</strong> <strong>in</strong>tegration between both groups as a tool to promote<br />
diversity with<strong>in</strong> sport<strong>in</strong>g contexts.<br />
The research shows that mascul<strong>in</strong>ity cont<strong>in</strong>ues to be heteronormative; actively discrim<strong>in</strong>at<strong>in</strong>g<br />
aga<strong>in</strong>st young men who don’t identify as be<strong>in</strong>g straight. Positively, debate <strong>and</strong> awareness around<br />
mascul<strong>in</strong>ity constructs is grow<strong>in</strong>g <strong>and</strong> <strong>in</strong>cludes transgender voices us<strong>in</strong>g Twitter to generate<br />
discussion <strong>and</strong> offer a fresh perspective.<br />
The data shows that discussion of misogyny has consistently grown s<strong>in</strong>ce June 2014 <strong>and</strong> has far<br />
overtaken <strong>the</strong> use of misogynistic language across <strong>the</strong> Twitter platform. Females were found to be<br />
<strong>the</strong> largest perpetrators of misogynistic language, which warrants fur<strong>the</strong>r exploration <strong>in</strong>to <strong>the</strong> ways<br />
<strong>in</strong> which women engage with each o<strong>the</strong>r <strong>in</strong> both onl<strong>in</strong>e <strong>and</strong> offl<strong>in</strong>e environments.<br />
Liam Hackett,<br />
CEO, Ditch <strong>the</strong> Label<br />
Ditch<strong>the</strong>Label.org<br />
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Preface<br />
This project represents <strong>the</strong> comb<strong>in</strong>ed efforts of <strong>the</strong> Br<strong>and</strong>watch Research Services team<br />
<strong>in</strong> conjunction with Ditch <strong>the</strong> Label. The research aims to provide supportive data <strong>and</strong> practical<br />
advice for campaigns hop<strong>in</strong>g to address key issues surround<strong>in</strong>g gender constructs.<br />
More specifically, we aim for this research to encourage more open debate on gender stereotyp<strong>in</strong>g<br />
<strong>and</strong> help <strong>in</strong>form campaigns to challenge its negative consequences. While focus<strong>in</strong>g here on gender<br />
constructs, this forms part of a broader project between Br<strong>and</strong>watch <strong>and</strong> Ditch <strong>the</strong> Label which<br />
explores discourse relat<strong>in</strong>g to racial <strong>in</strong>tolerance, homophobia, transphobia <strong>and</strong> onl<strong>in</strong>e bully<strong>in</strong>g.<br />
The research shows some offensive language to be concentrated <strong>in</strong> select geographic regions<br />
<strong>and</strong> demographics. The purpose of <strong>the</strong> project is not to vilify <strong>the</strong>se groups (generalisations of this<br />
k<strong>in</strong>d go aga<strong>in</strong>st <strong>the</strong> core aims of <strong>the</strong> study), but ra<strong>the</strong>r to show <strong>the</strong> biggest opportunities for social<br />
progress.<br />
The mascul<strong>in</strong>e prototype has been def<strong>in</strong>ed us<strong>in</strong>g <strong>the</strong> data <strong>in</strong> order to m<strong>in</strong>imise research bias.<br />
Importantly, we make no claim than any aspect of mascul<strong>in</strong>ity is <strong>in</strong>herently positive or negative.<br />
Ra<strong>the</strong>r, our analysis measures common attitudes with<strong>in</strong> onl<strong>in</strong>e discussion. This section of <strong>the</strong> report<br />
acknowledges that ‘hyper-’, or ‘toxic’ mascul<strong>in</strong>ity, as well as all prejudice-based stereotypes, can<br />
have a negative impact on both those who may feel pressured to conform as well as those who<br />
deviate from recognised norms. Many aspects of <strong>the</strong> mascul<strong>in</strong>ity construct also hold relevance<br />
for discussion around misogyny <strong>and</strong> gender discrim<strong>in</strong>ation more broadly.<br />
This project sheds light on discrim<strong>in</strong>atory language, but should not be viewed as an argument<br />
for onl<strong>in</strong>e censorship. Ra<strong>the</strong>r, <strong>the</strong> data po<strong>in</strong>ts to <strong>the</strong> need for a nuanced approach, fur<strong>the</strong>r open<br />
debate <strong>and</strong> awareness, <strong>and</strong> positive role models. While <strong>the</strong>re are many signs of positive progress<br />
throughout, <strong>the</strong>re are also key challenges to address for those hop<strong>in</strong>g to facilitate social change.<br />
Edward Crook,<br />
Research Manager, Br<strong>and</strong>watch<br />
br<strong>and</strong>watch.com<br />
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Methodology<br />
<strong>Mascul<strong>in</strong>ity</strong> Constructs<br />
A data-led approach was used to identify aspects onl<strong>in</strong>e authors considered mascul<strong>in</strong>e (<strong>in</strong>clud<strong>in</strong>g<br />
appearance, behaviour, personality traits <strong>and</strong> preferences). These aspects were comb<strong>in</strong>ed to form<br />
a def<strong>in</strong>ed, prototypical mascul<strong>in</strong>ity construct.<br />
We <strong>the</strong>n searched for authors who did or did not conform to this construct. F<strong>in</strong>ally, data<br />
was collected from communities discuss<strong>in</strong>g issues relat<strong>in</strong>g to mascul<strong>in</strong>ity.<br />
<strong>Misogyny</strong><br />
Two Queries were written to capture firstly, misogynistic language used on Twitter, <strong>and</strong> secondly,<br />
neutral or constructive debate surround<strong>in</strong>g issues relat<strong>in</strong>g to misogyny. Compar<strong>in</strong>g ratios of <strong>the</strong>se<br />
Query volumes gives a detailed picture of how discourse varies between demographics <strong>and</strong> regions.<br />
This data was analysed for key trends, Author Demographics <strong>and</strong> regional variation with<strong>in</strong><br />
<strong>the</strong> UK <strong>and</strong> <strong>the</strong> US.<br />
Key Facts<br />
Data Parameters: Public, onl<strong>in</strong>e discussion limited to Twitter only.<br />
Territories: UK <strong>and</strong> US, English language only<br />
Date Range: August 2012 – July 2016<br />
Total Corpus: 18,971,972 tweets (<strong>in</strong>clusive of five discrim<strong>in</strong>ation areas)<br />
Data: Collected from Twitter via Br<strong>and</strong>watch Analytics (www.br<strong>and</strong>watch.com)<br />
Demographics: Twitter Demographics (gender, profession, <strong>in</strong>terests) segmented by Br<strong>and</strong>watch<br />
Sampl<strong>in</strong>g: Where applicable, r<strong>and</strong>om samples of 400 mentions were used.<br />
Maps: Visualised us<strong>in</strong>g OpenHeatMaps (github.com/petewarden/openheatmap/wiki/FAQ)<br />
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1.0<br />
What is mascul<strong>in</strong>ity?<br />
<strong>Mascul<strong>in</strong>ity</strong> <strong>and</strong> <strong>Misogyny</strong> <strong>in</strong> <strong>the</strong> <strong>Digital</strong> <strong>Age</strong><br />
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1.0<br />
What is <strong>Mascul<strong>in</strong>ity</strong>?<br />
1.1 <strong>Mascul<strong>in</strong>ity</strong> as a Construct<br />
A r<strong>and</strong>om sample of mentions were manually categorised to help def<strong>in</strong>e <strong>the</strong> mascul<strong>in</strong>ity construct<br />
accord<strong>in</strong>g to onl<strong>in</strong>e op<strong>in</strong>ion. These are grouped <strong>in</strong>to four facets of mascul<strong>in</strong>ity: preferences,<br />
personality, behaviour <strong>and</strong> appearance.<br />
Concepts of <strong>Mascul<strong>in</strong>ity</strong><br />
Appearance<br />
Behaviour<br />
Personality<br />
Preferences<br />
Concepts of<br />
<strong>Mascul<strong>in</strong>ity</strong><br />
35% 34.2% 18.5% 12.3%<br />
Breakdown<br />
Groom<strong>in</strong>g<br />
Make up<br />
Hairstyle<br />
Strength<br />
Physique<br />
Facial hair<br />
O<strong>the</strong>r<br />
<strong>Misogyny</strong><br />
Stoicism<br />
Maturity<br />
Violence<br />
Sexual<br />
Aggression<br />
O<strong>the</strong>r<br />
Dignity<br />
Leadership<br />
Tough<br />
O<strong>the</strong>r<br />
Music<br />
Meat<br />
Sexuality<br />
Orientation<br />
Fig 1. R<strong>and</strong>om sample methodology used with manual categorisation (n = 400).<br />
Identity preferences span sexuality as well as tastes for food groups, products <strong>and</strong> music.<br />
Appearance, <strong>the</strong> largest of <strong>the</strong> four groups, conta<strong>in</strong>s visible, physical attributes such as facial<br />
hair, groom<strong>in</strong>g <strong>and</strong> physique.<br />
Personality <strong>and</strong> behaviour have been segmented with <strong>the</strong> former conta<strong>in</strong><strong>in</strong>g <strong>in</strong>ternal qualities<br />
<strong>and</strong> <strong>the</strong> latter compris<strong>in</strong>g demonstrable actions. These are explored <strong>in</strong> greater depth on <strong>the</strong><br />
follow<strong>in</strong>g pages.<br />
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1.2 Key Features of <strong>the</strong> <strong>Mascul<strong>in</strong>ity</strong> Construct<br />
Behaviours<br />
Appearance<br />
Violent<br />
Violence was <strong>the</strong> most discussed behaviour<br />
associated with mascul<strong>in</strong>ity. 32% of behaviourrelated<br />
discussion related to violence.<br />
Discussion covered many types of violence;<br />
physical aggression, gun violence, domestic<br />
violence <strong>and</strong> war were some recurr<strong>in</strong>g <strong>the</strong>mes<br />
This behaviour was discussed with respect to<br />
toxic mascul<strong>in</strong>ity <strong>in</strong> 24% of <strong>the</strong> total violencerelated<br />
discussion.<br />
Facial Hair<br />
Facial hair is <strong>the</strong> most frequently<br />
mentioned physical attribute associated<br />
with mascul<strong>in</strong>ity, driv<strong>in</strong>g nearly half of all<br />
appearance-related discussion.<br />
Facial hair is seen as a larger determ<strong>in</strong>ant<br />
of mascul<strong>in</strong>ity than muscular physique;<br />
facial hair was nearly two times more likely<br />
to be mentioned <strong>in</strong> context of mascul<strong>in</strong>ity<br />
than physique.<br />
Stoic<br />
Cry<strong>in</strong>g was seen as a non-mascul<strong>in</strong>e<br />
behaviour. 30% of those talk<strong>in</strong>g about<br />
behaviours related to mascul<strong>in</strong>ity<br />
discussed cry<strong>in</strong>g.<br />
Lack of emotional response <strong>and</strong> stoicism<br />
are also seen as mascul<strong>in</strong>e behaviours but<br />
mentioned much less frequently than cry<strong>in</strong>g<br />
specifically.“Manly tears” were, however, cited<br />
<strong>in</strong> 20% of cry<strong>in</strong>g-related conversation.<br />
Muscular<br />
Muscular <strong>and</strong> o<strong>the</strong>r related words such as<br />
jacked, brawny, sturdy, <strong>and</strong> rugged are used<br />
to describe mascul<strong>in</strong>e appearance.<br />
“Built like a man” is frequently used (nearly<br />
40% of <strong>the</strong> discussion) to describe female<br />
athletes <strong>and</strong> celebrities who are muscular,<br />
show<strong>in</strong>g <strong>the</strong> prevalence of <strong>the</strong> concept that<br />
muscles are seen as an <strong>in</strong>herently<br />
mascul<strong>in</strong>e feature.<br />
Heteronormative<br />
Heterosexuality is <strong>the</strong> third most mentioned<br />
behaviour associated with mascul<strong>in</strong>ity<br />
(18% of all behaviour discussion).<br />
Homosexuality was a key <strong>the</strong>me (76%)<br />
with<strong>in</strong> this discussion with authors us<strong>in</strong>g<br />
‘gay’ <strong>and</strong> related terms. Homosexuality was<br />
often used <strong>in</strong> a negative, non-literal sense<br />
to criticise behaviour seen as non-conformist.<br />
Hair Style<br />
Hair styles are <strong>the</strong> third most mentioned<br />
physical feature attributed to mascul<strong>in</strong>ity (22%<br />
of total appearance discussion).<br />
Short hair on women is seen as mascul<strong>in</strong>e<br />
while long hair on men is typically seen as<br />
oppos<strong>in</strong>g mascul<strong>in</strong>ity.<br />
Many hairstyles traditionally seen as fem<strong>in</strong><strong>in</strong>e<br />
are mentioned <strong>in</strong> 31% of <strong>the</strong> discussion with a<br />
prefix such as ‘manly’ or man (e.g.: ‘man bun’,<br />
‘manly ponytail’).<br />
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1.3 Key Preferences of <strong>the</strong> <strong>Mascul<strong>in</strong>ity</strong> Construct<br />
Perceived as more mascul<strong>in</strong>e<br />
Meat<br />
Eat<strong>in</strong>g <strong>and</strong> cook<strong>in</strong>g meat was seen as a mascul<strong>in</strong>e<br />
activity <strong>and</strong> mentioned <strong>in</strong> nearly 50% of all food<br />
<strong>and</strong> beverage related discussion. Prom<strong>in</strong>ent<br />
products were steak, beef jerky, <strong>and</strong> bacon.<br />
Perceived as less mascul<strong>in</strong>e<br />
Food variety<br />
While meat products were commonly<br />
considered ‘mascul<strong>in</strong>e’, <strong>the</strong>re was no clear<br />
consensus surround<strong>in</strong>g perceived ‘fem<strong>in</strong><strong>in</strong>e’<br />
food groups.<br />
Coffee<br />
Espresso <strong>and</strong> Americano fit more commonly<br />
with<strong>in</strong> <strong>the</strong> construct (6%) than lattes,<br />
frappucc<strong>in</strong>os <strong>and</strong> flavoured coffees.<br />
Tea<br />
While black coffee was perceived as mascul<strong>in</strong>e,<br />
tea was <strong>the</strong> most commonly cited ‘fem<strong>in</strong><strong>in</strong>e’<br />
beverage <strong>in</strong> <strong>the</strong> data.<br />
Beer<br />
Beer is most likely to be seen as a mascul<strong>in</strong>e<br />
dr<strong>in</strong>k, mentioned <strong>in</strong> 60% of beverage<br />
conversation.<br />
W<strong>in</strong>e<br />
The mention volume for w<strong>in</strong>e was 30% that of<br />
beer; however, <strong>the</strong> discussion portrayed it as a<br />
dr<strong>in</strong>k that was not mascul<strong>in</strong>e.<br />
Whiskey<br />
Whiskey was <strong>the</strong> second most mentioned<br />
beverage. Whiskey was seen as a manly dr<strong>in</strong>k<br />
<strong>and</strong> someth<strong>in</strong>g a ‘real man’ should dr<strong>in</strong>k by 29%<br />
of authors with<strong>in</strong> <strong>the</strong> beverage discussion.<br />
Cocktails<br />
While some defended <strong>the</strong> Old Fashioned as an<br />
exception, <strong>the</strong> majority of authors considered<br />
cocktails fem<strong>in</strong><strong>in</strong>e (especially those with straws<br />
<strong>and</strong>/or colourful decorations).<br />
Rock <strong>and</strong> metal<br />
Heteronormative lyrics were seen as<br />
‘mascul<strong>in</strong>e’, as were rock <strong>and</strong> metal genres.<br />
Some authors challenged hip-hop’s reputation<br />
for ‘hypermascul<strong>in</strong>ity’.<br />
Musical variety<br />
Music identified as fem<strong>in</strong><strong>in</strong>e spanned a range<br />
of genres <strong>in</strong>clud<strong>in</strong>g pop, rap <strong>and</strong> spiritual.<br />
However, female vocalists were a prom<strong>in</strong>ent<br />
feature.<br />
Trucks <strong>and</strong> motorbikes<br />
Motorbikes <strong>and</strong> large vehicles were<br />
perceived as ‘manly’, especially among<br />
drivers complet<strong>in</strong>g repairs <strong>the</strong>mselves.<br />
Some ‘mascul<strong>in</strong>e’ vehicles ga<strong>in</strong>ed criticism<br />
for not be<strong>in</strong>g environmentally friendly.<br />
Vehicle accessories<br />
While authors tended not to describe<br />
vehicles as fem<strong>in</strong><strong>in</strong>e, <strong>the</strong>re was evidence of<br />
accessories <strong>in</strong>clud<strong>in</strong>g, seat <strong>and</strong> wheel covers,<br />
explicitly marketed as femaletargeted<br />
products.<br />
<strong>Mascul<strong>in</strong>ity</strong> <strong>and</strong> <strong>Misogyny</strong> <strong>in</strong> <strong>the</strong> <strong>Digital</strong> <strong>Age</strong> | 11
2.0<br />
How do people<br />
feel about mascul<strong>in</strong>ity?<br />
<strong>Mascul<strong>in</strong>ity</strong> <strong>and</strong> <strong>Misogyny</strong> <strong>in</strong> <strong>the</strong> <strong>Digital</strong> <strong>Age</strong><br />
| 12
“Imag<strong>in</strong>e a mascul<strong>in</strong>ity so fragile that an all female cast <strong>in</strong> Ghostbusters<br />
has you refus<strong>in</strong>g to watch <strong>the</strong> movie...”<br />
2.0<br />
How People Feel<br />
about <strong>Mascul<strong>in</strong>ity</strong><br />
2.1 ‘Mascul<strong>in</strong>e’ Preferences are Be<strong>in</strong>g Challenged<br />
The chart below shows common attitudes to each facet of <strong>the</strong> mascul<strong>in</strong>ity construct. 54% of authors<br />
ei<strong>the</strong>r def<strong>in</strong>ed mascul<strong>in</strong>ity <strong>in</strong> neutral or <strong>in</strong> humorous terms, with <strong>the</strong> majority of authors be<strong>in</strong>g<br />
accept<strong>in</strong>g of <strong>the</strong> mascul<strong>in</strong>ity construct <strong>in</strong> some contexts.<br />
Attitudes towards <strong>Mascul<strong>in</strong>ity</strong> Construct Types<br />
100<br />
O<strong>the</strong>r<br />
PERCENTAGE OF MENTIONS<br />
80<br />
60<br />
40<br />
Proud<br />
Educat<strong>in</strong>g<br />
Humour<br />
Sarcasm<br />
Neutral<br />
Question<strong>in</strong>g<br />
Struggl<strong>in</strong>g<br />
20<br />
Frustration<br />
Anger<br />
Preferences Personality Behaviour Appearance<br />
ASPECTS OF MASCULINITY<br />
Fig 2. R<strong>and</strong>om sample methodology used with manual categorisation (n = 400).<br />
“Can watercolour tattoos be mascul<strong>in</strong>e?”<br />
“I never take those [critics] seriously because <strong>in</strong> MY book<br />
mascul<strong>in</strong>ity is relative”<br />
<strong>Mascul<strong>in</strong>ity</strong> <strong>and</strong> <strong>Misogyny</strong> <strong>in</strong> <strong>the</strong> <strong>Digital</strong> <strong>Age</strong> | 13
“Can watercolour tattoos be mascul<strong>in</strong>e?”<br />
“I never take those [critics] seriously because <strong>in</strong> MY book<br />
mascul<strong>in</strong>ity is relative”<br />
“Imag<strong>in</strong>e a mascul<strong>in</strong>ity so fragile that an all female cast <strong>in</strong> Ghostbusters<br />
has you refus<strong>in</strong>g to watch <strong>the</strong> movie...”<br />
However, <strong>the</strong>re was evidence of authors question<strong>in</strong>g <strong>the</strong> construct, particularly for ‘mascul<strong>in</strong>e’<br />
preferences. This question<strong>in</strong>g came from male authors explicitly defy<strong>in</strong>g what <strong>the</strong>y perceived<br />
to be ‘mascul<strong>in</strong>e’ traits, as well as female commentary on mascul<strong>in</strong>e constructs as ‘fragile’.<br />
Frustration was most prom<strong>in</strong>ent for personality <strong>and</strong> some authors were irked by <strong>the</strong> stereotype<br />
of ‘tough’ role models. Female authors shared concerns that leadership was still considered by<br />
some a positive mascul<strong>in</strong>e trait but <strong>in</strong> women a ‘massive red flag’.<br />
<strong>Mascul<strong>in</strong>ity</strong> <strong>and</strong> <strong>Misogyny</strong> <strong>in</strong> <strong>the</strong> <strong>Digital</strong> <strong>Age</strong> | 14
2.2 Who Conforms to <strong>the</strong> <strong>Mascul<strong>in</strong>ity</strong> Narrative?<br />
Males post<strong>in</strong>g content that does not fit <strong>in</strong>to <strong>the</strong> constructed idea of mascul<strong>in</strong>ity are 7% more likely<br />
to be artists, than those comply<strong>in</strong>g with <strong>the</strong>se constructs. They are also more likely to be students.<br />
Over 50% of <strong>the</strong> authors are likely to ei<strong>the</strong>r be an artist or a student. Both <strong>the</strong>se professions are more<br />
likely to talk outside of <strong>the</strong> constructs of mascul<strong>in</strong>ity than journalists or sportspersons.<br />
Professions<br />
0 100<br />
O<strong>the</strong>r<br />
Comply<strong>in</strong>g 28 18 17 7 9 22<br />
Not<br />
Comply<strong>in</strong>g<br />
34<br />
21<br />
13<br />
6<br />
6<br />
20<br />
O<strong>the</strong>r<br />
Sportsperson<br />
& Tra<strong>in</strong>ers<br />
Sportsperson<br />
& Tra<strong>in</strong>ers<br />
Journalist<br />
Journalist<br />
Executive<br />
Executive<br />
Student<br />
Student<br />
Artist<br />
Artist<br />
Not<br />
Comply<strong>in</strong>g<br />
O<strong>the</strong>r<br />
Interests<br />
Comply<strong>in</strong>g 12 21 12 11 5 4 3 4<br />
27<br />
18 13<br />
O<strong>the</strong>r<br />
Animals & pets<br />
Animals & pets<br />
11<br />
TV<br />
TV<br />
10<br />
Games<br />
Games<br />
5 5 28<br />
0 100<br />
Fig. 3 + 4 Professions <strong>and</strong> <strong>in</strong>terests <strong>in</strong> category ‘o<strong>the</strong>r’ listed <strong>in</strong> appendix.<br />
6<br />
Books<br />
Books<br />
Food & Dr<strong>in</strong>ks<br />
Family & Parent<strong>in</strong>g<br />
Food & Dr<strong>in</strong>ks<br />
Family & Parent<strong>in</strong>g<br />
Sports Sports<br />
4<br />
Music Music<br />
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When it comes to <strong>in</strong>terests, authors not comply<strong>in</strong>g with mascul<strong>in</strong>ity constructs are more likely<br />
to be <strong>in</strong>terested <strong>in</strong> music than those comply<strong>in</strong>g with <strong>the</strong>se constructs. On <strong>the</strong> o<strong>the</strong>r h<strong>and</strong>, sports<br />
<strong>and</strong> parent<strong>in</strong>g are bigger <strong>in</strong>terest drivers with<strong>in</strong> those post<strong>in</strong>g content that fits <strong>in</strong>to <strong>the</strong> constructed<br />
idea of mascul<strong>in</strong>ity. In summary, authors not comply<strong>in</strong>g with mascul<strong>in</strong>ity constructs are more likely<br />
to be artists or students <strong>and</strong> also more likely to be <strong>in</strong>terested <strong>in</strong> music.<br />
<strong>Mascul<strong>in</strong>ity</strong> <strong>and</strong> <strong>Misogyny</strong> <strong>in</strong> <strong>the</strong> <strong>Digital</strong> <strong>Age</strong> | 16
2.3 Reactions to Non-Conformity<br />
The chart breaks down <strong>the</strong> tone of replies to mentions by male authors express<strong>in</strong>g non-conformity<br />
to <strong>the</strong> mascul<strong>in</strong>ity construct explored <strong>in</strong> section 2.2. The majority of responses ei<strong>the</strong>r expressed<br />
<strong>in</strong>difference or vary<strong>in</strong>g degrees of support <strong>and</strong> humour, suggest<strong>in</strong>g that authors not conform<strong>in</strong>g<br />
to <strong>the</strong> constructed idea of mascul<strong>in</strong>ity were not typically <strong>the</strong> targets of onl<strong>in</strong>e bully<strong>in</strong>g.<br />
Reactions to Non-Conformity<br />
Neutral/Indifferent<br />
Support<strong>in</strong>g<br />
33%<br />
32%<br />
Teas<strong>in</strong>g (Humour)<br />
21%<br />
Encourag<strong>in</strong>g<br />
8%<br />
Agree<strong>in</strong>g<br />
5%<br />
Teas<strong>in</strong>g (Mean)<br />
Surprised/Shocked<br />
Persuad<strong>in</strong>g<br />
2%<br />
2%<br />
3%<br />
Discourag<strong>in</strong>g<br />
Upset/Disappo<strong>in</strong>ted 1%<br />
2%<br />
Neutral<br />
Positive<br />
Negative<br />
Fig 5. This chart shows <strong>the</strong> relative breakdown of onl<strong>in</strong>e reactions to authors who explicitly deviate from <strong>the</strong> mascul<strong>in</strong>ity<br />
construct. Reactions have been colour-coded by sentiment.<br />
Indifference was mostly expressed around authors stat<strong>in</strong>g <strong>the</strong>y wanted to cry about relatively m<strong>in</strong>or<br />
th<strong>in</strong>gs, such as see<strong>in</strong>g spoilers or onl<strong>in</strong>e services not work<strong>in</strong>g. While <strong>the</strong>re was a trend of authors<br />
be<strong>in</strong>g teased when <strong>the</strong>y posted such content, this teas<strong>in</strong>g was six times more likely to be <strong>in</strong> jest than<br />
out of spite. Unpleasant comments stemmed from posts around a variety of topics; lack of facial<br />
hair <strong>and</strong> hav<strong>in</strong>g long hair were two topics that attracted some unpleasant comments. However, lack<br />
of facial hair was more likely to attract humorous comments than unpleasant ones.<br />
<strong>Mascul<strong>in</strong>ity</strong> <strong>and</strong> <strong>Misogyny</strong> <strong>in</strong> <strong>the</strong> <strong>Digital</strong> <strong>Age</strong> | 17
NEUTRAL/INDIFFERENT<br />
omg just seen game of thrones<br />
spoilers about my fave character<br />
dy<strong>in</strong>g <strong>and</strong> now I wanna cry<br />
TEASING (HUMOR)<br />
All my friends gett<strong>in</strong>g home to<br />
California <strong>and</strong> eat<strong>in</strong> In-N-Out without<br />
me I wanna cry<br />
REPLIES<br />
omg who?!?!<br />
REPLIES<br />
I’ll eat <strong>in</strong> with you homie<br />
ENCOURAGEMENT<br />
My issue is that I’ not strong enough<br />
for <strong>the</strong> gym anymore so I’m go<strong>in</strong>g put<br />
off go<strong>in</strong>g hmmm<br />
TEASING (MEAN)<br />
WHY CAN I NOT GROW FACIAL HAIR<br />
FUCK<br />
REPLIES<br />
Try jo<strong>in</strong><strong>in</strong>g a box<strong>in</strong>g club, different<br />
type of fitness but builds a good core<br />
which will see you right<br />
REPLIES<br />
most women don’t grow facial hair<br />
bud<br />
<strong>Mascul<strong>in</strong>ity</strong> <strong>and</strong> <strong>Misogyny</strong> <strong>in</strong> <strong>the</strong> <strong>Digital</strong> <strong>Age</strong> | 18
3.0<br />
Key issues surround<strong>in</strong>g<br />
mascul<strong>in</strong>ity constructs<br />
<strong>Mascul<strong>in</strong>ity</strong> <strong>and</strong> <strong>Misogyny</strong> <strong>in</strong> <strong>the</strong> <strong>Digital</strong> <strong>Age</strong><br />
| 19
3.0<br />
Key Issues Surround<strong>in</strong>g<br />
<strong>Mascul<strong>in</strong>ity</strong> Constructs<br />
3.1 Homophobia<br />
The word cloud below shows us key topics with<strong>in</strong> <strong>the</strong> discussion of fragile mascul<strong>in</strong>ity. Retweets<br />
have been removed to give us a clearer view of <strong>the</strong> variety of <strong>the</strong>mes emerg<strong>in</strong>g from this discussion.<br />
Homophobia was a strong <strong>the</strong>me <strong>and</strong> was mentioned <strong>in</strong> 9% of fragile mascul<strong>in</strong>ity conversation.<br />
While some authors mentioned both terms concurrently, o<strong>the</strong>rs saw fragile mascul<strong>in</strong>ity as back<strong>in</strong>g<br />
up homophobia.<br />
There was also discussion around usage of <strong>the</strong> word ‘gay’; authors mentioned how men avoid<br />
behaviours that are traditionally seen as fem<strong>in</strong><strong>in</strong>e to not seem ‘gay’ <strong>and</strong> also directly call such<br />
behaviours gay. Inversely, fragile mascul<strong>in</strong>ity is also <strong>in</strong>creas<strong>in</strong>gly seen as a problem with<strong>in</strong> gay<br />
communities.<br />
The #mascul<strong>in</strong>itysofragile hashtag was used 207 times with<strong>in</strong> this conversation, BuzzFeed us<strong>in</strong>g<br />
it six times to post content (as <strong>in</strong> <strong>the</strong> example tweet one <strong>the</strong> next page).<br />
<strong>Mascul<strong>in</strong>ity</strong> <strong>and</strong> <strong>Misogyny</strong> <strong>in</strong> <strong>the</strong> <strong>Digital</strong> <strong>Age</strong> | 20
“Hey imag<strong>in</strong>e hav<strong>in</strong>g such fragile mascul<strong>in</strong>ity that whenever<br />
your male friend tried to be car<strong>in</strong>g you have to rem<strong>in</strong>d <strong>the</strong>m that<br />
you’re not gay..”<br />
“honestly when ppl are homophobic I’m like...STILL?? shouldn’t u<br />
have gotten over ur fragile mascul<strong>in</strong>ity problems after 8th<br />
grade???.”<br />
23 th<strong>in</strong>gs that prove just<br />
how tragically fragile mascul<strong>in</strong>ity<br />
is #<strong>Mascul<strong>in</strong>ity</strong>SoFragile<br />
http://bzfd.it/1JpEGa5<br />
<strong>Mascul<strong>in</strong>ity</strong> <strong>and</strong> <strong>Misogyny</strong> <strong>in</strong> <strong>the</strong> <strong>Digital</strong> <strong>Age</strong> | 21
3.2 Violence<br />
The word cloud shows key topics with<strong>in</strong> <strong>the</strong> discussion of toxic mascul<strong>in</strong>ity. Retweets<br />
have been removed to give a clearer view of <strong>the</strong> variety of <strong>the</strong>mes emerg<strong>in</strong>g from this discussion.<br />
Orl<strong>and</strong>o was a key topic around toxic mascul<strong>in</strong>ity due to <strong>the</strong> mass shoot<strong>in</strong>g at a gay nightclub<br />
<strong>in</strong> <strong>the</strong> city. News around a Dartmouth study attribut<strong>in</strong>g <strong>the</strong> attack <strong>in</strong> Orl<strong>and</strong>o to toxic mascul<strong>in</strong>ity was<br />
shared <strong>and</strong> ga<strong>in</strong>ed some agreement, though o<strong>the</strong>rs angrily contested that a ‘Muslim terror attack’<br />
was be<strong>in</strong>g blamed on toxic mascul<strong>in</strong>ity. The Orl<strong>and</strong>o attacks drove 4% of all toxic<br />
mascul<strong>in</strong>ity conversation.<br />
Violence was seen as a product of toxic mascul<strong>in</strong>ity, <strong>and</strong> was mentioned <strong>in</strong> approximately 7%<br />
of this discussion. Discussion was around gun violence, domestic violence, sexual violence<br />
as well as broader mentions of violence.<br />
Rape specifically was also discussed. Similar to <strong>the</strong> o<strong>the</strong>r topics, rape <strong>and</strong> rape culture were<br />
discussed concurrently with toxic mascul<strong>in</strong>ity <strong>in</strong> many cases, but was also seen to be fuelled<br />
by l<strong>in</strong>ked with toxic mascul<strong>in</strong>ity.<br />
“To be clear, gun control laws are just one crucial part.<br />
We have to heal a toxic mascul<strong>in</strong>ity that makes this k<strong>in</strong>d<br />
of violence so widespread”<br />
“Wrong, #Orl<strong>and</strong>o was <strong>the</strong> cause of toxic mascul<strong>in</strong>ity, not<br />
radical Islam. It’s time to #banallmen...”<br />
“Honour’ kill<strong>in</strong>gs are a perversion. There’s noth<strong>in</strong>g honourable<br />
about rape & murder <strong>in</strong> <strong>the</strong> name of an ugly, toxic mascul<strong>in</strong>ity.<br />
#Q<strong>and</strong>eelBaloch”<br />
<strong>Mascul<strong>in</strong>ity</strong> <strong>and</strong> <strong>Misogyny</strong> <strong>in</strong> <strong>the</strong> <strong>Digital</strong> <strong>Age</strong> | 22
“Wrong, #Orl<strong>and</strong>o was <strong>the</strong> cause of toxic mascul<strong>in</strong>ity, not<br />
radical Islam. It’s time to #banallmen...”<br />
“Honour’ kill<strong>in</strong>gs are a perversion. There’s noth<strong>in</strong>g honourable<br />
about rape & murder <strong>in</strong> <strong>the</strong> name of an ugly, toxic mascul<strong>in</strong>ity.<br />
#Q<strong>and</strong>eelBaloch”<br />
“Toxic mascul<strong>in</strong>ity does not mean “men are toxic.” It means that<br />
societal expectations of men (i.e. encourag<strong>in</strong>g violence) are often<br />
toxic.”<br />
<strong>Mascul<strong>in</strong>ity</strong> <strong>and</strong> <strong>Misogyny</strong> <strong>in</strong> <strong>the</strong> <strong>Digital</strong> <strong>Age</strong> | 23
3.3 Gun Violence<br />
Discussion was dom<strong>in</strong>ated by authors emphasis<strong>in</strong>g a connection between gun violence <strong>and</strong><br />
mascul<strong>in</strong>ity. However, <strong>the</strong>re were also authors contest<strong>in</strong>g that gun violence <strong>and</strong> mass shoot<strong>in</strong>gs<br />
were not a result of toxic/unhealthy mascul<strong>in</strong>ity. Authors frequently stated that ‘toxic mascul<strong>in</strong>ity’<br />
needed to be addressed/discussed to combat <strong>the</strong> issue of mass shoot<strong>in</strong>gs <strong>and</strong> gun violence,<br />
however <strong>the</strong>re was little conversation around tactical steps.<br />
AGREEMENT<br />
DISAGREEMENT<br />
“Too many rapid fir<strong>in</strong>g GUNS + TOXIC<br />
MASCULINITY + systematic HATE =<br />
SHOOTINGS both mass <strong>and</strong> by police.<br />
Guns make deadl<strong>in</strong>e anger easier.<br />
#Enough”<br />
“”muh gun culture!” “toxic<br />
mascul<strong>in</strong>ity!” what about islam?<br />
aka <strong>the</strong> reason <strong>the</strong> shooter himself<br />
said was why he did it? “RELIGION<br />
OF PEACE!”<br />
AGREEMENT<br />
DISAGREEMENT<br />
“Over 95% of terrorist attacks/mass<br />
shoot<strong>in</strong>gs is by men. Lets talk about<br />
mascul<strong>in</strong>ity <strong>in</strong>stead of focus<strong>in</strong>g<br />
solely on Isam, ISIS, <strong>and</strong> politics”<br />
“Mass shoot<strong>in</strong>g is NOT “toxic <strong>and</strong><br />
violent mascul<strong>in</strong>ity”. Mass shoot<strong>in</strong>g<br />
is <strong>the</strong> top of COWARDICE.”<br />
The largest <strong>the</strong>me with<strong>in</strong> <strong>the</strong> discussion was encourag<strong>in</strong>g o<strong>the</strong>rs to jo<strong>in</strong> conversation around<br />
how toxic mascul<strong>in</strong>ity may play a role <strong>in</strong> gun violence. Most articles followed this <strong>the</strong>me, ei<strong>the</strong>r<br />
recommend<strong>in</strong>g <strong>the</strong> need for such discussion or delv<strong>in</strong>g deeper <strong>in</strong>to <strong>the</strong> connection. Some articles<br />
briefly mentioned how <strong>the</strong> issue may be resolved, however <strong>the</strong> majority of content did not l<strong>and</strong><br />
on tangible solutions.<br />
“We need to have a national discussion about mascul<strong>in</strong>ity.”<br />
“Society has got to start treat<strong>in</strong>g boys better if it wants to<br />
avoid more of this <strong>in</strong> <strong>the</strong> future”<br />
“Intermale aggression must be turned <strong>in</strong>to guardian <strong>in</strong>st<strong>in</strong>cts, if<br />
primate societies (such as ours) are to atta<strong>in</strong> stability. Males<br />
must transform from little tyrants, compet<strong>in</strong>g for females, to<br />
selfless bodyguards <strong>and</strong> potential providers.”<br />
<strong>Mascul<strong>in</strong>ity</strong> <strong>and</strong> <strong>Misogyny</strong> <strong>in</strong> <strong>the</strong> <strong>Digital</strong> <strong>Age</strong> | 24
4.0<br />
Form<strong>in</strong>g <strong>the</strong><br />
future of mascul<strong>in</strong>ity<br />
<strong>Mascul<strong>in</strong>ity</strong> <strong>and</strong> <strong>Misogyny</strong> <strong>in</strong> <strong>the</strong> <strong>Digital</strong> <strong>Age</strong><br />
| 25
4.0<br />
Form<strong>in</strong>g <strong>the</strong> Future of <strong>Mascul<strong>in</strong>ity</strong><br />
4.1 The Current Climate of <strong>Mascul<strong>in</strong>ity</strong><br />
The past six months have seen a rise <strong>in</strong> conversation about mascul<strong>in</strong>ity. Thus, <strong>the</strong> data shows <strong>the</strong><br />
daily volumes for such conversation from February 1 through July 30 2016, offer<strong>in</strong>g a view of <strong>the</strong><br />
key peaks <strong>in</strong> <strong>the</strong> discussion.<br />
The largest peak <strong>in</strong> conversation occurred on April 21 <strong>and</strong> had 15,385 mentions. 82% of <strong>the</strong> day’s<br />
mentions were discuss<strong>in</strong>g <strong>the</strong> musician Pr<strong>in</strong>ce, who passed away <strong>the</strong> same day. Authors discussed<br />
how Pr<strong>in</strong>ce’s mascul<strong>in</strong>ity wasn’t fragile, <strong>and</strong> how he was able to show <strong>the</strong> world how “diverse <strong>and</strong><br />
complex” mascul<strong>in</strong>ity could be. This discussion <strong>in</strong>s<strong>in</strong>uated that mascul<strong>in</strong>ity is usually seen as a<br />
static construct; Pr<strong>in</strong>ce’s fluid mascul<strong>in</strong>ity was more a defiance than <strong>the</strong> norm.<br />
<strong>Mascul<strong>in</strong>ity</strong> Volume Trend<br />
Mention Volume<br />
20,000<br />
15,000<br />
10,000<br />
Conversations about Pr<strong>in</strong>ce<br />
follow<strong>in</strong>g his death<br />
“I’m a man,<br />
I hunt deer” meme<br />
Rae Sremmurd’s Fader<br />
magaz<strong>in</strong>e cover<br />
5,000<br />
01/02/16 01/03/16 01/04/16 01/05/16 01/06/16 01/07/16<br />
Fig. 6: This chart shows daily levels of conversation <strong>and</strong> debate about mascul<strong>in</strong>ity over <strong>the</strong> past six months.<br />
Days<br />
Conversation around <strong>the</strong> fragility of mascul<strong>in</strong>ity cont<strong>in</strong>ued throughout <strong>the</strong> six month period caus<strong>in</strong>g<br />
<strong>the</strong> second peak <strong>in</strong> conversation. On July 16, an author shared a meme that said, “I’m a man, I hunt<br />
deer” along with his own response, “Imag<strong>in</strong>e hav<strong>in</strong>g mascul<strong>in</strong>ity this fragile.” The response was<br />
retweeted over 10,000 times.<br />
Mentions of fragile mascul<strong>in</strong>ity also drove smaller peaks <strong>in</strong> mentions. For example on June 8th<br />
<strong>the</strong> term was used to call out criticism of <strong>the</strong> Fader Magaz<strong>in</strong>e cover which featured Rae Sremmurd,<br />
a hip hop bro<strong>the</strong>r duo, lean<strong>in</strong>g on each o<strong>the</strong>r.<br />
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4.2 Humor Used to Challenge <strong>Mascul<strong>in</strong>ity</strong><br />
The table below shows <strong>the</strong> top stories with<strong>in</strong> <strong>the</strong> discussion of mascul<strong>in</strong>ity. Fragility of mascul<strong>in</strong>ity<br />
was mentioned/<strong>in</strong>s<strong>in</strong>uated <strong>in</strong> four of <strong>the</strong> five top stories, <strong>in</strong>dicat<strong>in</strong>g that this issue attracts <strong>the</strong><br />
most attention <strong>and</strong> is frequently seen as a key source of <strong>the</strong> negativity that stems from constructs<br />
of mascul<strong>in</strong>ity.<br />
While <strong>the</strong> top story brought attention to a joke that portrayed a stereotypical def<strong>in</strong>ition of<br />
mascul<strong>in</strong>ity, <strong>the</strong> o<strong>the</strong>r two humour-related stories (a tweet directed at musician Kanye West <strong>and</strong><br />
comedian Rich Chigga’s tweet) aimed to make a joke out of those who have fragile mascul<strong>in</strong>ity.<br />
Ma<strong>in</strong> Stories on Twitter<br />
Story Description Tweets Retweets All Tweets<br />
Fragile mascul<strong>in</strong>ity<br />
An author po<strong>in</strong>ted out how a joke<br />
resat<strong>in</strong>g hunt<strong>in</strong>g to mascul<strong>in</strong>ity<br />
portrayed how fragile mascul<strong>in</strong>ity can be<br />
2 15528 15530<br />
“Black <strong>Mascul<strong>in</strong>ity</strong><br />
so fragile that two<br />
bro<strong>the</strong>r cant even<br />
lean on each o<strong>the</strong>r”<br />
An article by Aff<strong>in</strong>ity Magaz<strong>in</strong>e on why<br />
hypermascul<strong>in</strong>ity is toxic for black men<br />
2 2896 2898<br />
Comedian Rich<br />
Chigga’s post<br />
Indonesian comedian Rich Chigga,<br />
posted a photo with p<strong>in</strong>k eyelashes<br />
to show that he is ‘secure’ <strong>in</strong> his<br />
mascul<strong>in</strong>ity<br />
1 2693 2694<br />
Post about<br />
connection between<br />
toxic mascul<strong>in</strong>ity<br />
<strong>and</strong> sexual assault<br />
Author shared quotes around toxic<br />
mascul<strong>in</strong>ity with a tweet that said toxic<br />
mascul<strong>in</strong>ity fuels sexual assault<br />
1 2286 2287<br />
Comment on Kanye<br />
West’s post<br />
Author shared Kanye’s post po<strong>in</strong>t<strong>in</strong>g out<br />
how fragile his mascul<strong>in</strong>ity is<br />
1 1951 1952<br />
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Only one story around toxic mascul<strong>in</strong>ity made it to <strong>the</strong> top five list. This story talked about <strong>the</strong><br />
connection between toxic mascul<strong>in</strong>ity <strong>and</strong> sexual assault, <strong>in</strong>dicat<strong>in</strong>g that sexual assault is seen as<br />
a product of toxic mascul<strong>in</strong>ity. In <strong>the</strong> overall toxic mascul<strong>in</strong>ity discussion, rape <strong>and</strong> sexual violence<br />
drove 10% of <strong>the</strong> discussion.<br />
“Imag<strong>in</strong>e hav<strong>in</strong>g mascul<strong>in</strong>ity<br />
this fragile.”<br />
“Toxic mascul<strong>in</strong>ity is one of<br />
<strong>the</strong> many factors that fuel<br />
sexual assault. It’s time to<br />
talk about it.”<br />
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4.3 Br<strong>and</strong>s Redef<strong>in</strong>e <strong>the</strong> Constructs<br />
There was also evidence <strong>in</strong> <strong>the</strong> data of authors challeng<strong>in</strong>g <strong>and</strong> redef<strong>in</strong><strong>in</strong>g mascul<strong>in</strong>ity constructs.<br />
These were commonly shared via <strong>in</strong>dividual artistic expression <strong>and</strong> br<strong>and</strong> movements away from<br />
gender norms (see Axe <strong>and</strong> Anastasia, below). Authors also shared journalist content po<strong>in</strong>t<strong>in</strong>g to<br />
aspects of traditional mascul<strong>in</strong>ity <strong>and</strong> ‘hypermascul<strong>in</strong>ity’ as damag<strong>in</strong>g to health. Hypermascul<strong>in</strong>ity<br />
was also identified by some as ‘toxic for black men’ specifically.<br />
anastasia beverly hills is prov<strong>in</strong>g men can still<br />
be manly even if <strong>the</strong>y wear makeup<br />
Meet <strong>the</strong> photographer subvert<strong>in</strong>g traditional<br />
roles of mascul<strong>in</strong>ity http://ebx.sh/29zbaW0<br />
Should we reth<strong>in</strong>k 'men <strong>in</strong> skirts'?<br />
.@GlobeIdeas: We need to talk about <strong>the</strong> toxic<br />
stereotypes of both fem<strong>in</strong><strong>in</strong>ity <strong>and</strong> mascul<strong>in</strong>ity<br />
http://bos.gl/O2l3d0F<br />
ICYMI: @katehollowood speaks to<br />
@72<strong>and</strong>sunny about how Axe is redef<strong>in</strong><strong>in</strong>g<br />
mascul<strong>in</strong>ity<br />
shoutout to Ronaldo for defy<strong>in</strong>g hyper<br />
mascul<strong>in</strong>e societal norms <strong>and</strong> cry<strong>in</strong>g very<br />
hard <strong>in</strong> public every chance he gets<br />
Unmask<strong>in</strong>g mascul<strong>in</strong>ity - help<strong>in</strong>g boys become<br />
connected men @RyanMcKelley<br />
https://youtu.be/LBdnjqEoiXA @richardbranson<br />
Great Leaders Balance Mascul<strong>in</strong>e Traits With<br />
Fem<strong>in</strong><strong>in</strong>e Wisdom - http://hubs.ly/H03CDFY0<br />
by @HuffPostCaLiv<br />
The conversation about modern mascul<strong>in</strong>ity<br />
is worth hav<strong>in</strong>g—even urgent<br />
http://econ.st/29nBAKM …<br />
The need for healthier mascul<strong>in</strong>e stereotypes has ga<strong>in</strong>ed ground among media sources. One<br />
2016 article <strong>in</strong> The Economist named <strong>the</strong> search for healthier mascul<strong>in</strong>ities ‘urgent’ <strong>and</strong> even some<br />
br<strong>and</strong>s traditionally associated with mascul<strong>in</strong>ity are mak<strong>in</strong>g efforts to redef<strong>in</strong>e. However, authors<br />
were also eager to highlight that mascul<strong>in</strong>ity is not <strong>in</strong>herently violent or toxic, often used<br />
<strong>in</strong> conjunction with <strong>the</strong> controversial hashtag #NotAllMen.<br />
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5.0<br />
<strong>Misogyny</strong><br />
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| 30
5.0<br />
<strong>Misogyny</strong><br />
5.1 The Climate of <strong>Misogyny</strong><br />
Neutral misogynistic discussion was around two times more visible than misogynistic <strong>in</strong>sults.<br />
Seen across time, negative conversation followed a steady trend across <strong>the</strong> four years while<br />
neutral discussion of <strong>the</strong> topic grew considerably, surpass<strong>in</strong>g average weekly volumes <strong>in</strong> negative<br />
conversation <strong>in</strong> September 2014.<br />
Neutral conversation spiked around August 3rd 2015, dur<strong>in</strong>g <strong>the</strong> run-up to <strong>the</strong> US election, due to <strong>the</strong><br />
GOP Debate <strong>and</strong> Donald Trump controversy, with ‘Megan Kelly’ <strong>and</strong> ‘sexist comments’ emerg<strong>in</strong>g as<br />
sub-topics. The politician’s elevated ‘sexist attacks’ towards <strong>the</strong> Fox TV news moderator were noted<br />
by Mashable, demonstrat<strong>in</strong>g broader <strong>in</strong>terest <strong>in</strong> political st<strong>and</strong>po<strong>in</strong>ts with regards to discrim<strong>in</strong>ation.<br />
Mention Volumes Over Time<br />
24,000<br />
Mentions<br />
18,000<br />
12,000<br />
6,000<br />
Jul 12 Jan 13 Jul 13 Jan 14 Jul 14 Jan 15 Jul 15 Jan 16<br />
Misogynistic <strong>in</strong>sults<br />
Discussion about misogyny<br />
Fig 7. This chart shows volumes of onl<strong>in</strong>e misogynistic <strong>in</strong>sults <strong>and</strong> of discussion about misogyny over time. The trends<br />
l<strong>in</strong>es here reflect 25% samples of total conversation.<br />
The issue also raised awareness of o<strong>the</strong>r issues beyond misogyny, with <strong>in</strong>fluential authors not<strong>in</strong>g<br />
conflict<strong>in</strong>g Republican op<strong>in</strong>ion towards Trump’s comments on Obama <strong>and</strong> Mexicans. This highlights<br />
<strong>the</strong> extent to which highly visible issues br<strong>in</strong>g to <strong>the</strong> fore o<strong>the</strong>r concerns around discrim<strong>in</strong>ation,<br />
suggest<strong>in</strong>g a sense of community <strong>and</strong> alignment among active <strong>in</strong>dividuals seek<strong>in</strong>g to raise<br />
awareness follow<strong>in</strong>g high-profile cases.<br />
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Total Mention Volumes<br />
50000000<br />
4,976,808<br />
40000000<br />
Mentions<br />
30000000<br />
20000000<br />
2,818,968<br />
100,000,00<br />
Discussion<br />
about<br />
misogyny<br />
Misogynistic<br />
<strong>in</strong>sults<br />
Fig 8. Due to large volumes a 25% representative sample was taken for both Queries. The trend chart shows 25% sample<br />
volumes while <strong>the</strong> bar chart shows actual volumes per query. The trend chart has fur<strong>the</strong>r been normalised around w/c<br />
May 23rd, 2016 to account for coverage driven shifts <strong>in</strong> volume.<br />
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5.2 Who is <strong>the</strong> Most Likely to be Misogynistic?<br />
Females were slightly more engaged than males across both constructive <strong>and</strong> pejorative<br />
conversation (53:47 <strong>and</strong> 52:48 respectively). This broke <strong>the</strong> trend seen across o<strong>the</strong>r constructs,<br />
where<strong>in</strong> male authors were more highly engaged <strong>in</strong> <strong>in</strong>sult<strong>in</strong>g discussion.<br />
Author Gender<br />
% of mentions<br />
100<br />
80<br />
60<br />
40<br />
20<br />
47%<br />
53%<br />
48%<br />
52%<br />
Male<br />
Female<br />
Discussion<br />
about<br />
misogyny<br />
Misogynistic<br />
<strong>in</strong>sults<br />
Fig 9. This chart shows <strong>the</strong> breakdown of misogynistic <strong>in</strong>sults <strong>and</strong> discussion about misogyny by male <strong>and</strong> female authors<br />
on Twitter.<br />
This might suggest that misogynistic language has transcended <strong>in</strong>to <strong>the</strong> vocabulary of both men<br />
<strong>and</strong> women with<strong>in</strong> <strong>the</strong>ir social engagements. The f<strong>in</strong>d<strong>in</strong>g may seem to reflect a more <strong>in</strong>gra<strong>in</strong>ed,<br />
<strong>and</strong> at times implicit, discrim<strong>in</strong>ation present regardless of gender.<br />
It may also reflect a normalis<strong>in</strong>g of misogynistic language <strong>and</strong> that authors (<strong>in</strong>clud<strong>in</strong>g female<br />
authors) no longer consciously consider <strong>the</strong> terms offensive. Such a f<strong>in</strong>d<strong>in</strong>g is supported by <strong>the</strong><br />
casual <strong>and</strong> common usage of <strong>in</strong>sults such as ‘lil bitch’ by female authors, with self-reference<br />
also common. However, a common <strong>the</strong>me of derision, references to promiscuity <strong>and</strong> <strong>the</strong> body,<br />
as well as lack of male/’mascul<strong>in</strong>e’ equivalent terms supports a view of <strong>the</strong> language as<br />
never<strong>the</strong>less misogynistic.<br />
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Professions<br />
Discussion<br />
about<br />
misogyny<br />
27 28<br />
8 13 13 14 25<br />
Misogynistic<br />
<strong>in</strong>sults<br />
22 4 4 14 25 30<br />
Interests<br />
Discussion<br />
about<br />
misogyny<br />
28 27<br />
8 5 513 6 12 13 15 14 8 25 8 9<br />
Misogynistic<br />
<strong>in</strong>sults<br />
227 4 4 5 14 10 6 3 25 13 16 30 17<br />
O<strong>the</strong>r<br />
Games<br />
Animals & Pets<br />
Food & Dr<strong>in</strong>ks<br />
Books<br />
Politics<br />
Family &<br />
Parent<strong>in</strong>g<br />
Sports<br />
Music<br />
O<strong>the</strong>r<br />
Games<br />
Animals & Pets<br />
Food & Dr<strong>in</strong>ks<br />
Books<br />
Politics<br />
Family &<br />
Parent<strong>in</strong>g<br />
Sports<br />
Music<br />
O<strong>the</strong>r<br />
Teacher<br />
& Lecturer<br />
Journalist<br />
Executive<br />
Student<br />
Artist<br />
O<strong>the</strong>r<br />
Teacher<br />
& Lecturer<br />
Journalist<br />
Executive<br />
Student<br />
Artist<br />
31<br />
Fig 10 Professions <strong>and</strong> <strong>in</strong>terests <strong>in</strong> category ‘o<strong>the</strong>r’ listed <strong>in</strong> appendix.<br />
Authors engag<strong>in</strong>g <strong>in</strong> <strong>in</strong>sult<strong>in</strong>g discussion were twice as likely to be students compared with<br />
authors driv<strong>in</strong>g neutral conversation (25% <strong>and</strong> 14% respectively), <strong>and</strong> also twice as likely<br />
to be <strong>in</strong>terested <strong>in</strong> sports <strong>and</strong> music (16% <strong>and</strong> 17% respectively compared with 8% <strong>and</strong> 9%).<br />
<strong>Mascul<strong>in</strong>ity</strong> <strong>and</strong> <strong>Misogyny</strong> <strong>in</strong> <strong>the</strong> <strong>Digital</strong> <strong>Age</strong> | 34
5.3 Women as Perpetrators of <strong>Misogyny</strong><br />
The follow<strong>in</strong>g charts break down misogynistic language <strong>in</strong>to Categories: ‘animal’ (e.g.: bitch, cow,<br />
mare), attributes (‘appearance’ <strong>and</strong> ‘<strong>in</strong>telligence’) <strong>and</strong> sexual aspects (‘anatomy’, ‘orientation’ <strong>and</strong><br />
‘promiscuity’). Many of <strong>the</strong>se terms have exp<strong>and</strong>ed beyond <strong>the</strong>ir orig<strong>in</strong>al mean<strong>in</strong>gs, but etymologies<br />
can provide a useful framework for underst<strong>and</strong><strong>in</strong>g implicit attitudes. Overall, animal-derived terms<br />
<strong>and</strong> those relat<strong>in</strong>g to sexual promiscuity were <strong>the</strong> most common (84% comb<strong>in</strong>ed).<br />
Misogynistic Language Use<br />
Sexual Orientation 0.3%<br />
Appearance 0.5%<br />
Intelligence 1.8%<br />
Sexual Autonomy 13.7%<br />
Sexual Promiscuity 22.4%<br />
Animal 61.2%<br />
Fig 11 Due to large volumes a 25% representative sample was taken for <strong>the</strong> misogynistic language query. See<br />
appendices 2 <strong>and</strong> 3 for fur<strong>the</strong>r granularity.<br />
<strong>Misogyny</strong> was <strong>the</strong> only area <strong>in</strong> <strong>the</strong> study for which females were more likely than males to use<br />
pejorative language. Females were most likely to use language relat<strong>in</strong>g to animals, promiscuity<br />
<strong>and</strong> appearance. Male authors, by contrast, contributed <strong>the</strong> majority of language relat<strong>in</strong>g to<br />
orientation, <strong>in</strong>telligence <strong>and</strong> anatomy. Insults relat<strong>in</strong>g to female anatomy were also significantly<br />
more likely to come from <strong>the</strong> UK.<br />
<strong>Mascul<strong>in</strong>ity</strong> <strong>and</strong> <strong>Misogyny</strong> <strong>in</strong> <strong>the</strong> <strong>Digital</strong> <strong>Age</strong> | 35
Misogynistic Language Use by Author Gender <strong>and</strong> Location<br />
Sexual<br />
promiscuity<br />
5.4 38.4<br />
5.9<br />
50.3<br />
56%<br />
Female<br />
Animal<br />
3.3<br />
41.4<br />
4.4<br />
51.0<br />
55%<br />
Female<br />
Appearance<br />
6.5<br />
938,400<br />
38.2<br />
4.9<br />
49.2<br />
55%<br />
Female<br />
Sexual<br />
orientation<br />
4.7<br />
47.0<br />
3.9<br />
44.5<br />
48%<br />
Female<br />
Intelligence<br />
6.5<br />
45.6<br />
4.9<br />
43.1<br />
48%<br />
Female<br />
Sexual<br />
anatomy<br />
31.8<br />
34.6 12.3<br />
21.3<br />
38%<br />
Female<br />
Male UK<br />
Male USA<br />
Female UK<br />
Femal USA<br />
Fig 12: This chart shows <strong>the</strong> breakdown of each category of misogynistic language both by author gender<br />
(here, male <strong>and</strong> female) <strong>and</strong> by location (US <strong>and</strong> UK).<br />
The data suggests that misogynistic language, <strong>in</strong>clud<strong>in</strong>g derogatory terms surround<strong>in</strong>g promiscuity<br />
<strong>and</strong> appearance, are used <strong>in</strong> mostly female-to-female exchanges <strong>and</strong> that efforts to challenge <strong>the</strong>se<br />
norms should target both male <strong>and</strong> female authors.<br />
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5.4 Misogynistic Example Mentions<br />
The examples here show a range of misogynistic language use, segmented by literal use (featur<strong>in</strong>g<br />
st<strong>and</strong>ard term def<strong>in</strong>itions), generic negativity (<strong>in</strong> which terms have broader negative connotations)<br />
<strong>and</strong> appropriated use, suggest<strong>in</strong>g terms that have become normalised among some female authors.<br />
Examples of conscious appropriation were relatively rare <strong>in</strong> <strong>the</strong> data, with <strong>the</strong> majority of authors<br />
us<strong>in</strong>g misogynistic terms ei<strong>the</strong>r to <strong>in</strong>tentionally offend <strong>in</strong>dividuals or make generalisations based<br />
on gender.<br />
Ano<strong>the</strong>r subset of authors appeared to not <strong>in</strong>tend offence but did re<strong>in</strong>force negative connotations<br />
for <strong>the</strong> terms, us<strong>in</strong>g <strong>the</strong>m ei<strong>the</strong>r to personify (“divorce is a bitch”) or <strong>in</strong> self-deprecation<br />
(“I need to stop be<strong>in</strong>g such an emotional bitch”).<br />
LITERAL USE GENERIC NEGATIVITY APPROPRIATION<br />
“Not everyone wants to be a hoe<br />
like you <strong>and</strong> sleep around”<br />
“Don’t be such a lil bitch about it”<br />
“He is just a misogynistic,<br />
narcissistic, wh<strong>in</strong>ey little bitch.<br />
How idiotic!”<br />
“If I have a daughter I hope she’s<br />
not a whore.”<br />
“Two rules for work<strong>in</strong>g here.<br />
1.Don’t be a cunt 2. if you’re be<strong>in</strong>g<br />
a cunt... stop it”<br />
“If a girl wants to sleep around I<br />
mean let her do her th<strong>in</strong>g, be a slut<br />
do whatever you want!”<br />
“You better not b pregnant lil slut...”<br />
“I don’t even know you, fuck<strong>in</strong>g<br />
bitch.”<br />
“All girls are bitches. We need to<br />
be, [...] so be a bitch <strong>and</strong> don’t<br />
apologize for it.”<br />
“When sluts moan on Valent<strong>in</strong>e’s<br />
that annoys me, ask yourself why<br />
nobody loves you, hoe.”<br />
“Bud light is piss water for little<br />
hoes.”<br />
<strong>Mascul<strong>in</strong>ity</strong> <strong>and</strong> <strong>Misogyny</strong> <strong>in</strong> <strong>the</strong> <strong>Digital</strong> <strong>Age</strong> | 37
Conclusion<br />
It is no secret that <strong>the</strong> constructs of mascul<strong>in</strong>ity are caus<strong>in</strong>g issues with<strong>in</strong> modern society. Suicide<br />
cont<strong>in</strong>ues to be <strong>the</strong> biggest killer of young men, <strong>and</strong> our research shows that males are more likely<br />
to bully <strong>and</strong> less likely to report bully<strong>in</strong>g when <strong>the</strong>y have been subjected to it. It is <strong>the</strong>refore evident<br />
that <strong>in</strong> its current format, mascul<strong>in</strong>ity is caus<strong>in</strong>g a lot of problems. This research highlights <strong>the</strong><br />
pressures that men are under to conform to an ideal set of st<strong>and</strong>ards surround<strong>in</strong>g <strong>the</strong>ir appearance,<br />
personality, preferences <strong>and</strong> behaviours.<br />
In order to reduce <strong>the</strong> rates of bully<strong>in</strong>g <strong>and</strong> to <strong>in</strong>crease report<strong>in</strong>g from males, it is <strong>the</strong>refore crucial<br />
that we challenge <strong>and</strong> redef<strong>in</strong>e <strong>the</strong> constructs of mascul<strong>in</strong>ity. We are not all <strong>the</strong> same <strong>and</strong> any<br />
pressures to encourage conformity should be challenged.<br />
The constructs of gender cont<strong>in</strong>ues to create issues, not only for men but for women too. Women<br />
still do not have equal representation with<strong>in</strong> traditionally male-dom<strong>in</strong>ated <strong>in</strong>dustries; such as with<strong>in</strong><br />
politics, corporations <strong>and</strong> sports. Women who are notable with<strong>in</strong> such <strong>in</strong>dustries, are often reported<br />
to be subjected to misogynistic language onl<strong>in</strong>e - often reduc<strong>in</strong>g <strong>the</strong>m to sexual objects. This<br />
research shows that women are, contrary to popular belief, slightly more likely to use misogynistic<br />
language than men. We must not only challenge how men view <strong>and</strong> treat women, but also how<br />
women view <strong>and</strong> treat one ano<strong>the</strong>r.<br />
This research presents a unique observation to <strong>the</strong> digital constructs of mascul<strong>in</strong>ity <strong>and</strong> rates<br />
of misogynistic language used onl<strong>in</strong>e. It warrants fur<strong>the</strong>r research, but provides a comprehensive<br />
framework which will help organisations like ours to better support young people <strong>and</strong> to campaign<br />
for a world that is fair, equal <strong>and</strong> free from all types of bully<strong>in</strong>g.<br />
As an <strong>in</strong>dependent charity with no public fund<strong>in</strong>g, we are reliant upon <strong>the</strong> support<br />
of likem<strong>in</strong>ded <strong>in</strong>dividuals <strong>and</strong> organisations. For ways to get <strong>in</strong>volved, please visit<br />
www.Ditch<strong>the</strong>Label.org/get-<strong>in</strong>volved/<br />
<strong>Mascul<strong>in</strong>ity</strong> <strong>and</strong> <strong>Misogyny</strong> <strong>in</strong> <strong>the</strong> <strong>Digital</strong> <strong>Age</strong> | 38
Appendices<br />
Trend Analysis/ <strong>Mascul<strong>in</strong>ity</strong><br />
Insults around mascul<strong>in</strong>ity were consistently more visible than neutral conversation. The most<br />
prom<strong>in</strong>ent talk<strong>in</strong>g po<strong>in</strong>t across <strong>the</strong> four years was a tweet tell<strong>in</strong>g men not to “be a pussy” <strong>in</strong> respect<br />
to <strong>the</strong>ir alcohol tolerance, suggest<strong>in</strong>g that heavy dr<strong>in</strong>k<strong>in</strong>g was considered by some a common<br />
attribute of mascul<strong>in</strong>ity.<br />
Total Mention Volumes<br />
1200000<br />
Mentions<br />
800000<br />
1,029,794<br />
938,400<br />
400000<br />
Discussion<br />
about mascul<strong>in</strong>ity<br />
<strong>Mascul<strong>in</strong>ity</strong><br />
Insults<br />
Fig 13. This chart shows <strong>the</strong> overall volume of mascul<strong>in</strong>ity-related <strong>in</strong>sults dur<strong>in</strong>g <strong>the</strong> time frame, compared<br />
with <strong>the</strong> overall volume of discussion about mascul<strong>in</strong>ity.<br />
With<strong>in</strong> neutral conversation, a peak emerged around concerns about <strong>the</strong> mascul<strong>in</strong>e style <strong>in</strong> which<br />
celebrity daughters Blue Ivy <strong>and</strong> North were dressed. The data <strong>in</strong>dicates that onl<strong>in</strong>e audiences<br />
expected celebrities - viewed as role models - to adhere to societal gender norms. Commentators<br />
suggested that behaviour that strays from <strong>the</strong>se norms may be damag<strong>in</strong>g to one’s “self-esteem”.<br />
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Mention Volumes Over Time<br />
16,000<br />
Mentions<br />
12,000<br />
8,000<br />
4,000<br />
Jul 12 Jan 13 Jul 13 Jan 14 Jul 14 Jan 15 Jul 15 Jan 16<br />
<strong>Mascul<strong>in</strong>ity</strong> <strong>in</strong>sults<br />
Discussion about mascul<strong>in</strong>ity<br />
Fig 14 The chart above has been normalised as of w/c January 25th, 2016 to account for coverage driven shifts <strong>in</strong><br />
volume.<br />
#<strong>Mascul<strong>in</strong>ity</strong>SoFragile drove a peak <strong>in</strong> neutral discussion as authors debated what it meant to be<br />
mascul<strong>in</strong>e with <strong>the</strong> aim of “deconstruct[<strong>in</strong>g] what we’ve been told about mascul<strong>in</strong>ity <strong>and</strong> see <strong>the</strong><br />
flaws”. The key talk<strong>in</strong>g po<strong>in</strong>t was a tweet po<strong>in</strong>t<strong>in</strong>g out <strong>the</strong> irony of male authors allegedly feel<strong>in</strong>g<br />
under attack by <strong>the</strong> debate given that <strong>the</strong>y were react<strong>in</strong>g with violent threats to women on Twitter.<br />
International Men’s Day drove a peak <strong>in</strong> both neutral <strong>and</strong> negative discussion. The overlap was<br />
driven by a tweet comb<strong>in</strong><strong>in</strong>g both neutral <strong>and</strong> negative language <strong>in</strong> rais<strong>in</strong>g awareness around<br />
harmful flaws of current mascul<strong>in</strong>ity constructs. There was evidence of males as young as n<strong>in</strong>e<br />
years old be<strong>in</strong>g aware of <strong>and</strong> feel<strong>in</strong>g restra<strong>in</strong>ed by mascul<strong>in</strong>ity constructs.<br />
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Demographic analysis/ <strong>Mascul<strong>in</strong>ity</strong><br />
Females were slightly more engaged <strong>in</strong> neutral discussion of mascul<strong>in</strong>ity constructs while male<br />
authors were more likely to use pejorative language relat<strong>in</strong>g to mascul<strong>in</strong>ity. Topic analysis revealed<br />
m<strong>in</strong>or nuances between male <strong>and</strong> female conversation topics, with a majority of topics emerg<strong>in</strong>g<br />
equally prom<strong>in</strong>ently across both genders but with females relatively more likely to urge males to<br />
‘grow a pair’. This highlights <strong>the</strong> <strong>in</strong>gra<strong>in</strong>ed nature of mascul<strong>in</strong>ity constructs, also apparent with<strong>in</strong><br />
female approaches to social, as <strong>the</strong> concept of ‘be<strong>in</strong>g a man’ <strong>and</strong> deal<strong>in</strong>g with situations<br />
<strong>in</strong> a ‘mascul<strong>in</strong>e’ form is be<strong>in</strong>g condoned regardless of author gender.<br />
Author Gender<br />
100<br />
Male<br />
Female<br />
% of mentions<br />
80<br />
60<br />
40<br />
47%<br />
53%<br />
59%<br />
20<br />
41%<br />
Discussion<br />
about<br />
mascul<strong>in</strong>ity<br />
<strong>Mascul<strong>in</strong>ity</strong><br />
<strong>in</strong>sults<br />
Fig 15. This chart breaks down mascul<strong>in</strong>ity-related <strong>in</strong>sults <strong>and</strong> discussion around mascul<strong>in</strong>ity by author<br />
gender on Twitter.<br />
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Professions<br />
0 100<br />
O<strong>the</strong>r<br />
Sportsperson<br />
& Tra<strong>in</strong>ers<br />
Teacher &<br />
Lecturer<br />
Journalist<br />
Executive<br />
Student<br />
Artist<br />
Discussion<br />
about<br />
mascul<strong>in</strong>ity<br />
20 3 7 10 12 16 32<br />
<strong>Mascul<strong>in</strong>ity</strong><br />
Insults<br />
19 8 5 8 15 18 26<br />
Interests<br />
O<strong>the</strong>r<br />
Animals & Pets<br />
Beauty/Health<br />
& Fitness<br />
Food & Dr<strong>in</strong>ks<br />
Politics<br />
Books<br />
Family & Parent<strong>in</strong>g<br />
Music<br />
Sports<br />
O<strong>the</strong>r<br />
Sportsperson<br />
& Tra<strong>in</strong>ers<br />
Teacher &<br />
Lecturer<br />
Journalist<br />
O<strong>the</strong>r<br />
Animals & Pets<br />
Beauty/Health<br />
& Fitness<br />
Food & Dr<strong>in</strong>ks<br />
Executive<br />
Student<br />
Artist<br />
0 100<br />
Politics<br />
Books<br />
Family & Parent<strong>in</strong>g<br />
Music<br />
Sports<br />
Discussion<br />
about<br />
mascul<strong>in</strong>ity<br />
33 5<br />
5 8 10 13 9<br />
11<br />
7<br />
<strong>Mascul<strong>in</strong>ity</strong><br />
Insults<br />
27<br />
4 4 7 7 7 13<br />
12 19<br />
Fig 16 Professions <strong>and</strong> <strong>in</strong>terests <strong>in</strong> category ‘o<strong>the</strong>r’ listed <strong>in</strong> appendix.<br />
The distribution of author <strong>in</strong>terests <strong>and</strong> professions were largely similar across general <strong>and</strong> negative<br />
conversation. A significant difference emerged <strong>in</strong> terms of <strong>the</strong> <strong>in</strong>terest ‘sport’ which was over twice<br />
as likely to occur with<strong>in</strong> authors us<strong>in</strong>g negative than neutral language, suggest<strong>in</strong>g close affiliation<br />
of mascul<strong>in</strong>e <strong>in</strong>sults with sports. This is fur<strong>the</strong>r supported by sportspersons <strong>and</strong> tra<strong>in</strong>ers be<strong>in</strong>g<br />
almost three times as likely to use mascul<strong>in</strong>e <strong>in</strong>sults than to discuss mascul<strong>in</strong>ity <strong>in</strong> neutral contexts.<br />
<strong>Mascul<strong>in</strong>ity</strong> <strong>and</strong> <strong>Misogyny</strong> <strong>in</strong> <strong>the</strong> <strong>Digital</strong> <strong>Age</strong> | 42
Correlation Overview (US)<br />
The grid displays correlations between <strong>the</strong> five discrim<strong>in</strong>ation topics, as well as outside topics:<br />
Average Annual Income*, those who self-identify as Republicans, no political affiliation, or<br />
Democrat**, <strong>and</strong> wealth distribution (G<strong>in</strong>i Coefficient)***. Correlations are based on a scale<br />
of -1 to 1, with zero represent<strong>in</strong>g no correlation, -1 represent<strong>in</strong>g a perfect negative <strong>and</strong><br />
1 represent<strong>in</strong>g a perfect positive correlation.<br />
Correlation Overview (US)<br />
RACISM TRANSPHOBIA HOMOPHOBIA MASCULINITY MISOGYNY<br />
AVERAGE<br />
ANNUAL INCOME<br />
REPUBLICAN<br />
NO POLITICAL<br />
AFFILIATION<br />
DEMOCRAT<br />
WEALTH<br />
DISTRIBUTION<br />
RACISM 0.427 0.241 0.241 0.741 -0.219 0.150 -0.060 -0.120 0.116<br />
TRANSPHOBIA 0.427 0.173 0.581 0.505 -0.379 0.622 0.276 -0.541 -0.038<br />
HOMOPHOBIA 0.241 0.173 0.431 0.528 0.241 0.094 -0.154 -0.305 -0.066<br />
Methodology: Ratios for <strong>the</strong> five topics were found by divid<strong>in</strong>g <strong>the</strong> <strong>in</strong>sulters with<strong>in</strong> <strong>the</strong> category by those who found <strong>the</strong><br />
MASCULINITY 0.241 0.581 0.431 0.560 -0.420 0.605 -0.018 0.340 -0.315<br />
MISOGYNY 0.741 0.505 0.528 0.560 -0.290 0.311 0.328 -0.929 -0.171<br />
Methodology: Ratios for <strong>the</strong> five topics were found by divid<strong>in</strong>g <strong>the</strong> <strong>in</strong>sulters with<strong>in</strong> <strong>the</strong> category by those who found <strong>the</strong><br />
category to be <strong>in</strong>tolerant. These ratios were <strong>the</strong>n correlated aga<strong>in</strong>st each o<strong>the</strong>r, as well as outside topics.<br />
The strongest negative correlation was found for <strong>Misogyny</strong> <strong>and</strong> self-identified Democrats (-0.929),<br />
mean<strong>in</strong>g that states with lower levels of misogyny tend to be stronger bases of Democratic support.<br />
The same was true to a lesser extent for transphobia (-0.541), suggest<strong>in</strong>g that Democrat-strong<br />
regions are less likely to tolerate misogyny or transphobia <strong>in</strong> onl<strong>in</strong>e discussion.<br />
Racism <strong>and</strong> <strong>Misogyny</strong> saw <strong>the</strong> strongest uphill correlation (0.741) mean<strong>in</strong>g states with high levels<br />
of misogynistic language are also likely to exhibit less racial tolerance <strong>in</strong> <strong>the</strong> data. Homophobia<br />
<strong>and</strong> Transphobia had <strong>the</strong> weakest positive correlation (0.173), despite often shar<strong>in</strong>g advocates<br />
with<strong>in</strong> LGBT communities. This could potentially be a spr<strong>in</strong>gboard to fur<strong>the</strong>r <strong>in</strong>vestigate <strong>the</strong><br />
relationship between <strong>the</strong>se terms through <strong>the</strong> lense of social discussion.<br />
* Data is based off of <strong>the</strong> 2012 US Census results, released <strong>in</strong> 2013<br />
** Data is based off of <strong>the</strong> 2014 Pew Research study<br />
***Data is based off of <strong>the</strong> 2013 wealth coefficient research by Frank G<strong>in</strong>i<br />
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Correlation Overview (UK)<br />
The grid displays correlations between <strong>the</strong> five measured topics (Racism, Transphobia, Homophobia,<br />
<strong>Mascul<strong>in</strong>ity</strong>, <strong>and</strong> <strong>Misogyny</strong>), as well as outside topics: voted “yes” to leave <strong>the</strong> European Union, voted<br />
for <strong>the</strong> Conservative party <strong>in</strong> 2015, voted for UKIP <strong>in</strong> 2015, <strong>the</strong> share of voters who turned out for<br />
2015 election, <strong>and</strong> long term unemployment <strong>in</strong> <strong>the</strong> UK. Correlations are based on a scale<br />
of -1 to 1, with zero represent<strong>in</strong>g no correlation, -1 represent<strong>in</strong>g a perfect downhill correlation<br />
<strong>and</strong> 1 represent<strong>in</strong>g a perfect uphill correlation.<br />
Correlation Overview (UK)<br />
RACISM TRANSPHOBIA HOMOPHOBIA MASCULINITY MISOGYNY<br />
VOTED YES TO<br />
LEAVE EU<br />
CON 2015 UKIP TURNOUT 2015<br />
LONG TERM<br />
UNEMPLOYMENT<br />
RACISM -0.295 0.478 0.279 0.632 0.0139 -0.0658 -0.047 0.086 0.145<br />
TRANSPHOBIA -0.295 -0.315 -0.443 -0.334 0.334 -0.0813 0.095 -0.197 0.152<br />
HOMOPHOBIA 0.478 -0.315 0.157 0.752 0.138 -0.0691 0.200 -0.142 0.163<br />
MASCULINITY 0.279 -0.443 0.157 0.376 -0.077 -0.251 -0.054 0.128 0.101<br />
MISOGYNY 0.632 -0.334 0.752 0.376 0.114 -0.111 0.273 -0.307 0.405<br />
Homophobia to <strong>Misogyny</strong> saw <strong>the</strong> strongest positive correlation (0.752) among <strong>the</strong> topics, whereas<br />
<strong>Mascul<strong>in</strong>ity</strong> to Homophobia saw <strong>the</strong> weakest uphill correlation (0.157). Homophobia only had<br />
one downhill correlation, which did not feature as particularly strong, with Transphobia (-0.315),<br />
<strong>in</strong>dicat<strong>in</strong>g <strong>the</strong> topic’s tendency to be mentioned <strong>in</strong> conjunction with <strong>the</strong> o<strong>the</strong>r categories.<br />
Interest<strong>in</strong>gly, “Vot<strong>in</strong>g ‘Yes’ to leav<strong>in</strong>g <strong>the</strong> EU” at county level was not a reliable predictor of hate<br />
speech, <strong>in</strong>clud<strong>in</strong>g racial <strong>in</strong>tolerance. This follows ma<strong>in</strong>stream news reports of <strong>in</strong>creases <strong>in</strong> hate<br />
crime follow<strong>in</strong>g <strong>the</strong> referendum2, <strong>and</strong> suggests that vary<strong>in</strong>g attitudes with<strong>in</strong> each county make<br />
for a more nuanced picture of attitudes to race <strong>and</strong> nationality across <strong>the</strong> UK.<br />
•Variable census data collected from <strong>the</strong> 2015 General Election Results, British Election Study, 2015 (sourced 29/08/2016).<br />
2. Lusher, A. 2016. “Racism Unleashed”, Independent, 07/28/2016.<br />
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Deep Dive <strong>in</strong>to Mascul<strong>in</strong>e Behaviour<br />
The data shows a breakout of behaviour-related conversation around mascul<strong>in</strong>ity. As mentioned<br />
previously, violence <strong>and</strong> stoicism are <strong>the</strong> two top behaviours associated with mascul<strong>in</strong>ity. 30% of<br />
violence-related conversation was driven by humorous tweets. Many authors joked about hav<strong>in</strong>g to<br />
“punch” someth<strong>in</strong>g to feel manly after participat<strong>in</strong>g <strong>in</strong> activities not deemed mascul<strong>in</strong>e, imply<strong>in</strong>g that<br />
aggressive/violent behaviour was seen as a key characteristic of manhood.<br />
6%<br />
13%<br />
32%<br />
Violent<br />
Don't Cry/Stoic<br />
18%<br />
Sexual Orientation<br />
Tough<br />
Aggressive<br />
31%<br />
Fig 17 This pie chart shows a percentage breakdown of common <strong>the</strong>mes categorised with<strong>in</strong> perceived mascul<strong>in</strong>e<br />
behaviours.<br />
Example mentions give an overview of <strong>the</strong> conversation around violence <strong>and</strong> cry<strong>in</strong>g <strong>in</strong> <strong>the</strong> context<br />
of mascul<strong>in</strong>ity. With<strong>in</strong> <strong>the</strong> conversation around violence <strong>the</strong>re was a strong <strong>the</strong>me of authors<br />
po<strong>in</strong>t<strong>in</strong>g out how violence had to be disassociated from mascul<strong>in</strong>ity. However, cry<strong>in</strong>g-related<br />
conversation was more likely to be a mix of authors reiterat<strong>in</strong>g <strong>the</strong> belief that ‘men’ don’t cry,<br />
<strong>and</strong> o<strong>the</strong>rs try<strong>in</strong>g to break down that stereotype.<br />
“But recogniz<strong>in</strong>g violence as<br />
predom<strong>in</strong>antly a mascul<strong>in</strong>e ego<br />
gratification problem is<br />
important! And shouldn’t be<br />
sidel<strong>in</strong>ed for “not all men””<br />
“It is essential that we work<br />
to decouple violence <strong>and</strong><br />
dom<strong>in</strong>ation from concepts<br />
of mascul<strong>in</strong>ity”<br />
“Say no to hyper mascul<strong>in</strong>ity<br />
men you are entitled to cry.<br />
Don’t allow society to dedicate<br />
how you deal with emotions”<br />
“@twitterh<strong>and</strong>le That’s<br />
emasculat<strong>in</strong>g, not ‘strong’. Cry<strong>in</strong>g<br />
literally lowers testosterone, <strong>and</strong><br />
control over ones emotions is a<br />
mascul<strong>in</strong>e trait.”<br />
<strong>Mascul<strong>in</strong>ity</strong> <strong>and</strong> <strong>Misogyny</strong> <strong>in</strong> <strong>the</strong> <strong>Digital</strong> <strong>Age</strong> | 45
Deep Dive <strong>in</strong>to Mascul<strong>in</strong>e Appearance<br />
The data shows a break out of mascul<strong>in</strong>ity conversation related to physical appearance. Facial hair<br />
was mentioned <strong>in</strong> nearly half of this conversation. ‘Beard’ was specifically mentioned <strong>in</strong> 65% of this<br />
conversation as compared to moustache that was mentioned <strong>in</strong> 10% , <strong>in</strong>dicat<strong>in</strong>g that beards have<br />
stronger connotations.<br />
10%<br />
13%<br />
Athleticism<br />
32%<br />
Hairstyle<br />
Muscular<br />
18%<br />
Facial Hair<br />
Fig 18: this pie chart shows a percentage breakdown of common <strong>the</strong>mes relat<strong>in</strong>g to perceived mascul<strong>in</strong>e appearance.<br />
The example mentions give an overview of <strong>the</strong> conversation around top mascul<strong>in</strong>e features, facial<br />
hair, <strong>and</strong> muscular physique. Hav<strong>in</strong>g facial hair was associated with look<strong>in</strong>g ‘like a man’. Authors<br />
saw <strong>in</strong>ability to grow facial hair as a non-mascul<strong>in</strong>e attribute.<br />
With<strong>in</strong> <strong>the</strong> muscular physique conversation, authors were frequently (nearly 40% of total muscular<br />
discussion) seen as comment<strong>in</strong>g on muscular women <strong>and</strong> call<strong>in</strong>g <strong>the</strong>m ‘manly’, <strong>in</strong>dicat<strong>in</strong>g an<br />
association between muscular physique <strong>and</strong> mascul<strong>in</strong>ity. Additionally, authors also commented<br />
on how be<strong>in</strong>g muscular fell <strong>in</strong>to <strong>the</strong> stereotypical def<strong>in</strong>ition of mascul<strong>in</strong>ity.<br />
“Can we just talk about how<br />
twitteruser is start<strong>in</strong>g to look<br />
like a man now that he’s grow<strong>in</strong>g<br />
facial hair? @twitterh<strong>and</strong>le<br />
STOP YOU’RE 5”<br />
“Easy steps to grow<strong>in</strong>g a<br />
beard: Step 1) be a real<br />
man. Sept 2) <strong>the</strong> end.<br />
http://buff.li/2aygDk8”<br />
“Lotta guys have body image<br />
issues...<strong>the</strong> “real man” is<br />
supposedly 6’4 muscular, can<br />
fix cars, loves sports, <strong>and</strong> has<br />
a deep voice...”<br />
“Oh my poor eyes.. Just saw<br />
a man with <strong>the</strong> th<strong>in</strong>nest legs ever..<br />
Wear<strong>in</strong>g shorts. Please don’t..<br />
Manly legs should be big <strong>and</strong><br />
muscular !!.”<br />
<strong>Mascul<strong>in</strong>ity</strong> <strong>and</strong> <strong>Misogyny</strong> <strong>in</strong> <strong>the</strong> <strong>Digital</strong> <strong>Age</strong> | 46
Common Misogynistic Term<strong>in</strong>ology<br />
Common misogynistic term<strong>in</strong>ology<br />
Common Terms Volume % Total %Female %Male<br />
Cunt 50,184 6.7 31.9 68.1<br />
Slut 49,667 6.7 59.2 40.8<br />
Hoe 49,648 6.7 53.3 46.7<br />
Bitch 48,297 6.5 56.6 43.4<br />
Whore 42,874 5.8 58.2 41.8<br />
Slag 8,917 1.2 48.7 51.3<br />
Stupid 8,695 1.2 46.1 53.9<br />
Dumb 3,870 0.5 51.2 48.8<br />
Ugly 3,446 0.5 56.7 43.3<br />
Dyke 2,084 0.3 47.4 52.6<br />
Bimbo 1,205 0.2 54.6 45.4<br />
Select common terms featur<strong>in</strong>g with<strong>in</strong> misogynistic language are listed above (please note that this is not a def<strong>in</strong>itive list)<br />
Volumes are those collected from a 25% sample Query.<br />
<strong>Mascul<strong>in</strong>ity</strong> <strong>and</strong> <strong>Misogyny</strong> <strong>in</strong> <strong>the</strong> <strong>Digital</strong> <strong>Age</strong> | 47
About Br<strong>and</strong>watch<br />
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products fuel smarter decision mak<strong>in</strong>g around <strong>the</strong> world.<br />
The Br<strong>and</strong>watch Analytics platform ga<strong>the</strong>rs millions of onl<strong>in</strong>e conversations every day <strong>and</strong> provides<br />
users with <strong>the</strong> tools to analyze <strong>the</strong>m, empower<strong>in</strong>g <strong>the</strong> world’s most admired br<strong>and</strong>s <strong>and</strong> agencies<br />
to make <strong>in</strong>sightful, data-driven bus<strong>in</strong>ess decisions. Vizia distributes visually-engag<strong>in</strong>g <strong>in</strong>sights<br />
to <strong>the</strong> physical places where <strong>the</strong> action happens.<br />
The Br<strong>and</strong>watch platform is used by over 1,200 br<strong>and</strong>s <strong>and</strong> agencies, <strong>in</strong>clud<strong>in</strong>g Unilever, Cisco,<br />
Whirlpool, British Airways, He<strong>in</strong>eken, Walmart <strong>and</strong> Dell. Br<strong>and</strong>watch cont<strong>in</strong>ues on its impressive<br />
bus<strong>in</strong>ess trajectory, recently named a global leader <strong>in</strong> enterprise social listen<strong>in</strong>g platforms by <strong>the</strong><br />
latest reports from several <strong>in</strong>dependent research firms. Increas<strong>in</strong>g its worldwide presence, <strong>the</strong><br />
company has offices around <strong>the</strong> world <strong>in</strong>clud<strong>in</strong>g Brighton, New York, San Francisco, Berl<strong>in</strong>,<br />
Paris <strong>and</strong> S<strong>in</strong>gapore.<br />
Br<strong>and</strong>watch. Now You Know.<br />
www.br<strong>and</strong>watch.com | @Br<strong>and</strong>watch<br />
<strong>Mascul<strong>in</strong>ity</strong> <strong>and</strong> <strong>Misogyny</strong> <strong>in</strong> <strong>the</strong> <strong>Digital</strong> <strong>Age</strong> | 48
About Ditch <strong>the</strong> Label<br />
We are one of <strong>the</strong> largest <strong>and</strong> most ambitious anti-bully<strong>in</strong>g charities <strong>in</strong> <strong>the</strong> world. We are defiant,<br />
<strong>in</strong>novative <strong>and</strong> most importantly, proud to be different. Our mission is to reduce <strong>the</strong> effect <strong>and</strong><br />
prom<strong>in</strong>ence of bully<strong>in</strong>g <strong>in</strong>ternationally.<br />
No more disempowerment. No more prejudice. No more bully<strong>in</strong>g.<br />
Each week, we provide award-w<strong>in</strong>n<strong>in</strong>g support to thous<strong>and</strong>s of young people aged 12-25,<br />
primarily through our website <strong>and</strong> digital partnerships. We also work with schools, colleges,<br />
parents/guardians, young people <strong>and</strong> o<strong>the</strong>r youth organisations. Innovation is at <strong>the</strong> core<br />
of all that we do <strong>and</strong> we believe that we can, <strong>and</strong> will beat bully<strong>in</strong>g.<br />
We commission <strong>and</strong> utilise research reports, like this one, to better underst<strong>and</strong> <strong>the</strong> chang<strong>in</strong>g<br />
nature <strong>and</strong> climate of bully<strong>in</strong>g <strong>and</strong> discrim<strong>in</strong>ation. This cont<strong>in</strong>uous learn<strong>in</strong>g process feeds<br />
directly <strong>in</strong>to <strong>the</strong> improvement <strong>and</strong> evolution of our support programs which helps not only<br />
those who are be<strong>in</strong>g bullied, but those who are do<strong>in</strong>g <strong>the</strong> bully<strong>in</strong>g too.<br />
F<strong>in</strong>d out more at www.Ditch<strong>the</strong>Label.org.<br />
<strong>Mascul<strong>in</strong>ity</strong> <strong>and</strong> <strong>Misogyny</strong> <strong>in</strong> <strong>the</strong> <strong>Digital</strong> <strong>Age</strong> | 49
Contact<br />
Our address<br />
15-17 Middle St, Brighton, BN11AL<br />
Email<br />
hello@Ditch<strong>the</strong>Label.org<br />
Web<br />
www.Ditch<strong>the</strong>Label.org<br />
Tweet<br />
@Ditch<strong>the</strong>Label<br />
Br<strong>and</strong>watch Research Services is a team of dedicated analysts based <strong>in</strong> Brighton,<br />
Berl<strong>in</strong> <strong>and</strong> New York, help<strong>in</strong>g our customers better underst<strong>and</strong> <strong>and</strong> use social data.<br />
For more research examples visit our report library www.br<strong>and</strong>watch.com/reports<br />
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