Trump, the manosphere and the marketer’s dilemma

Donald Trump’s return to the White House might shock some – unless you’re tuned into the likes of Adin Ross, Andrew Schulz and, of course, Joe Rogan. These voices in the so-called “manosphere” – a loosely defined group of misogynistic, male influencers – are shaping the cultural zeitgeist more than ever.

Trump knew it too. In the final stretch of his campaign, he spent hours on their podcasts and streams. He reached millions of conservative and indifferent listeners, casting himself as one of them – a symbol of high-profile influence and a paragon of fame. For many younger voters who largely consume news through social feeds instead of mainstream outlets, it was their first real glimpse of Trump. 

Through these appearances, Trump worked to soften and legitimatise himself, recasting extremist views through the humour lens that propels figures like Tony Hinchcliffe. Above all, he used them to drive voter turnout.

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