Andrew Tate, a very famous influencer, has long been presenting himself as a successful online ‘alpha male’ Having made millions off our children’s adoration, he has denied the sex trafficking and rape allegations made against him and has recently come back to America, in full force, to focus on teaching our boys how to be ‘powerful.’ But his messaging is deeply harmful to both our boys … and therefore to our girls too.

What does Andrew Tate stand for?

Simply put, Andrew Tate promotes:

• Extreme belittling of women: He talks about women in disrespectful and demeaning ways, suggesting they are less intelligent than men, useful sexually but limited in their capacity to think.
• Toxic masculinity: He pushes a view that men must be dominant and aggressive.
• Materialism: He links success only to wealth and power, often at the expense of others.

Read more about the kind of content Andrew Tate promotes here.

What we really need to teach our kids

Aside from how awful his messaging is, people like Andrew Tate know how to manipulate the algorithm to get their content seen by millions, especially young people. And that way is by posting vile, violent, aggressive (obviously controversial) content that gives our kids a massive dopamine kick. And of course, like with any other drug, when our kids get a dopamine kick, be it from chocolate or images of “chained up women who just need a man” (yes Andrew Tate post’s that), our kids go back for more.

Why does it matter?

If we don’t talk to them, the algorithm will. Read that again. If we don’t talk to them, the algorithm will.

Social media algorithms learn quickly what our kids watch and like. The more they engage with controversial content, the more they see it. Even if they comment ‘not loving this,’ it is engagement, and engagement creates an ‘echo chamber’, where the algorithm will come back at them with more extreme views in the hope of hooking them into engaging once more. Aside from making Andrew Tate et al. very rich, this can lead to:

• Kids thinking these harmful ideas are normal
• Boys feeling pressured to act like Tate to be ‘successful.’
• Girls feeling devalued and unsafe.
• Kids repeating these views in school.

What should I do?

• Talk to your kids: Ask them who they follow online and what they think about Andrew Tate and others like him.
• Just ask questions. Even if you disagree, listen first. Why do you like him? What about him is cool? Why do you want to give him air time? Do you realise you are making him rich when you like or even just engage saying you don’t like his views
• Explain how the algorithms work: Help them understand that what they are seeing isn’t random. It’s designed to keep them watching and commenting, which makes them get more of the same stuff.
• Promote critical thinking: Encourage them to question what they see online. Is it true? Is it respectful? Can I scroll on by?
• Highlight positive role models: Share examples of healthy masculinity and respectful relationships. Use sportsmen, celebrities, successful business people who hold themselves to a higher standard and point out the obvious – you don’t have to be awful to be powerful.

What should I say?

• ‘I heard Andrew Tate is back in America –It seems the law did not catch up with him. What do you think about him?’
• ‘Do you think it is important to treat everyone with the same respect, no matter their gender?’
• ‘If success comes from being aggressive or controlling others, is that really success?’
• ‘Do you think you might be being used by people like Andrew Tate when you comment on his posts? How does that sit with you?’
• ‘Do you agree that just because a lot of people are watching something, it does not make it good?’

I can’t keep up! How else can I help my child?

At Klikd we recognise how overwhelming it is for parents and teachers to keep up with the rapidly evolving tech landscape. That is why the Klikd App and Online Course for families and the Klikd Digital Citizenship Programme for Schools include lessons dedicated to teaching learners about how to recognise inappropriate content and more importantly how to respond to inappropriate content.

We explain just how the algorithm works to get them hooked, and how their comments (even comments like “That’s terrible!” are boosting engagement to make people like Andrew Tate rich. We also teach learners about scams, phishing, clickbait and fake news – all a big part of Andrew Tate’s armour.

Parents also receive weekly updates with scripts on how to talk to their t(w)eens about online influences and influencers such as Andrew Tate.

Get in touch for a free demo of the Klikd Digital Citizenship Programme for Schools.

Stay connected,

Sarah and Pam