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Masculinities in late digital capitalism: (de)constructing men's narratives on Brazilian social media

Grant number: 24/01549-0
Support Opportunities:Scholarships in Brazil - Post-Doctoral
Effective date (Start): April 01, 2024
Effective date (End): March 31, 2025
Field of knowledge:Humanities - Sociology - Other specific Sociologies
Principal Investigator:Marcos César Alvarez
Grantee:Verónica Isabel Pedro Ferreira
Host Institution: Faculdade de Filosofia, Letras e Ciências Humanas (FFLCH). Universidade de São Paulo (USP). São Paulo , SP, Brazil
Associated research grant:13/07923-7 - Center of the Study of Violence - NEV/USP, AP.CEPID


This research aims to explore the discourses and social dynamics constructed on social networks by groups in the so-called manosphere, particularly the PUA, InCel and MGTOW communities, as well as their roots and whether these discourses are successfully imported into Brazilian contexts. The study will focus on the gender identity narratives created by men who identify with these groups or singular influencers with similar discourses. The main objective of this research project is to examine the construction of gender narratives in Brazilian online communities of men in São Paulo (2020-2025); to explore how these communities represent and construct their identity, often through discourses of anti-feminism and misogyny, and how these representations vary across social media platforms and geographical contexts. This research will be informed by Critical Theory (Discourse, Narrative, Gender and Media Studies). The project will use a mixed-method approach that combines systematic literature review, critical discourse analysis & digital ethnography (non- participant observation, in-depth interviews & focus groups) to analyze the data collected from both online & offline environments. The research will ultimately identify and develop strategies to counteract the negative effects of these communities, promote gender equality, and the prevention of misogynistic violence by informing public educational policies about internet usage. (AU)

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