Louis Theroux’s recent Netflix documentary Inside the Manosphere shines a spotlight on masculinity influencers and the dangers of online misogyny, conspiracy theories and anti-feminist ideologies. Responses to the documentary have ranged from outrage to disbelief, criticising how the manfluencers treat the women in their lives and discussing the importance of role models in countering manosphere influences.

But what has been less talked about is how it reveals the relentless pursuit of financial gain driving these “manfluencers” and the language they use to normalise their views.

Amid a cost of living crisis and a declining job market, Theroux shows why “manfluencers” resonate so strongly with their target audience of boys and young men. Theroux meets four key figures in the manosphere, all of whom sell a carefully curated lifestyle based on conspicuous consumption, hypersexuality and an “alpha masculinity” mindset to their millions of followers.

Although this may seem like a tempting lifestyle to some, the main effect is to reinforce a sense of inadequacy and failure among their audiences. Do this enough times, then you can sell the solution to become a “real man”.

Read more: How boys get sucked into the manosphere

In Theroux’s documentary, two fans of a manosphere influencer suggest that “life as a man, you’re born without value. We have to build that value. You have to work for every penny”.

The language used in the manosphere is the language of financial markets, with discussion of optimisation, levelling up and marginal........

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