The United Kingdom’s Home Home Secretary Yvette Cooper has just announced plans for a crackdown on “extremist ideologies” including misogyny. This comes as a wave of anti-feminist and misogyny-based content continues to dominate on social media platforms like Elon Musk’s “X” and TikTok. These extremist views perpetuated by the likes of Andrew Tate and fellow media personalities who veil their discourse under the guise of “satire”, lay the foundation for the younger generation to have more extremist views that are propagated by this style of content. However, while the rise Gen Z’s extremist views are inherently political, they also encompass views on race, fashion, social hierarchy and social media clout.
UK Race Riots and Misogyny Mistakes
This month saw a series of race riots erupt in the United Kingdom and Ireland, fueled by anti-immigrant rhetoric that escalated into attacks on people of colour. Influential media figures such as Nigel Farage played a role in inflaming these tensions, particularly after he raised doubts about whether a 17-year-old boy involved in a mass stabbing in Southport was an asylum-seeker. Political figures like Farage often use deliberately ambiguous language to sow division and incite unrest while carefully avoiding direct involvement in hate speech or incitement. Notably, these growing sentiments have resonated with youth, some of whom participated in the riots and were seen attempting to forcibly enter the homes of black and brown families.
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Similarly, there has been a notable increase in anti-women rhetoric, driven by Gen Z’s engagement with controversial content and their quest for social media clout. This trend is exemplified by figures like Andrew Tate, who, as Vox points out, combines motivational messages about fitness and financial success with overtly misogynistic views. Tate promotes male supremacy and glorifies violence against women, creating a narrative that equates success with adherence to his controversial beliefs. This creates something akin to leading by example with “if you wanted to be successful like me and live my lifestyle, you should do what I say”. The irony lies in the fact that his lavish lifestyle is funded in part by the very followers he admonishes, who are drawn to his provocative content that promises to disrupt societal norms and reveal “unfiltered truths”. This dynamic often fuels radicalisation and the spread of extremist viewpoints.
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The ambiguity in the nature of phrasing by these commentators or the use of “satire” to present radical ideas as humorous or exaggerated can normalise harmful ideologies, making them more appealing to younger listeners like Gen Z and therefore less scrutinised through an objective lens. What both the race riots and online misogyny have in common are the “othering” of a marginalised group. A demonisation of people deemed to be both inferior while simultaneously being the source of problems going on in one’s life — from asylum-seekers taking away jobs from local citizens to feminism being the downfall of men and masculinity.
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Rise of Superfakes
Luxury fashion is often associated with a lifestyle of affluence and wealth. However, young people are increasingly vocal about their values, including their stance on social equity and sustainability. While millennials and Gen Xs may have been raised on a philosophy of “working hard to achieve success”, Gen Zs seem to be disillusioned by this narrative opting instead to purchase superfakes and luxury counterfeits as both a commentary on capitalism and the democratisation of luxury fashion. This appeal towards anti-establishment rhetoric is further inflamed by platforms such as DHGate that leverage and facilitate the sale of superfakes. Aside from exposing themselves to illegality and intellectual property violations associated with counterfeiting, Gen Zs are also pushing major players like Hermés and Chanel who are directly affected by the rise in counterfeit goods to recalibrate their design and marketing strategies. Should there be an uptake in Hermés’ Kelly or Birkin bags, brands should come up with new “signature” pieces or find innovative ways to protect their intellectual property and incentivise consumers back the authentic luxury platforms.
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Don’t Be a (Nepo)Baby
What does it mean to live life “authentically”? The success of Gen Z millionaires thrives on society’s obsession with “authenticity” and curated digital personas. This trend lays the foundation for a younger generation to adopt more extreme views as they seek to stand out and be perceived as “real” in a crowded online space. Nepo-babies often benefit from curated digital personas that portray them as “authentic” or “self-made”, despite their privileged backgrounds. This disparity between their curated image and their actual advantages can lead to a skewed understanding of what constitutes genuine success or authenticity.
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The visibility of nepo-babies can exacerbate feelings of unfairness and frustration among Gen Z. Seeing prominent figures who seemingly achieve success effortlessly due to their connections can fuel disillusionment and a sense of injustice, leading some to adopt extreme or radical views as a form of rebellion or protest. Social media platforms amplify the presence of nepo-babies and their curated images, making it easier for Gen Z to see and compare. This constant exposure can distort perceptions of success and authenticity, exacerbating feelings of resentment and pushing some towards more extreme viewpoints.
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The Kids Are Alright
As crucial as it is to call out Gen Z’s divisive views, it is also worth recognising that these views represent a narrow and destructive perspective rather than a universal truth. The appeal of radical content and the manipulation of “authentic” personas do not reflect the values of an entire generation. Many young people and social media users actively challenge and oppose extremist rhetoric, seeking constructive and inclusive ways to address social issues with the Blockout Movement being one such example.
An influencer straight up making a “let them eat cake” video at the met gala last night. No self awareness at all. None. pic.twitter.com/39rYMZqzLe
— Read No Shortcuts (@JoshuaPHilll) May 7, 2024
The Blockout Movement was also sparked after TikTok influencer Haley Kalil posted a video using the lip-synced audio to the words “let them eat cake”, outside the Met Gala. The quote is often attributed to Marie Antoinette’s disassociation from the French people, which ultimately led to the French revolution. As Al Jazeera reports, Kalil’s video stirred anger because of the backdrop of the starvation crisis in Gaza. Insufficient food has been on the rise over the seven months of the war.
Instead of falling into the trap of “othering” marginalised groups or accepting divisive narratives, there is a growing movement towards understanding, empathy, and genuine dialogue.
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