Narrativas masculinistas e misoginia digital: o papel de Thiago Schutz na propagação do discurso Red Pill no Brasil

Abstract

This dissertation examines the rise of masculinism and the Red Pill community in Brazil, focusing on 54 videos and two images published between February 1 and 15, 2025, on coach Thiago Schutz's Instagram, as well as notes from his book "Pílulas de Realidade – Autoconhecimento, propósito, dinheiro e mulheres" (2022) and his appearance on Jovem Pan's Morning Show. The research investigates how the mediatization of social relations (Rodrigues, 1990; Braga, 2012) and digital platforms, especially Instagram (Karhawi, 2017), are configured as spaces for the construction and performance of masculine identities within this misogynistic movement. Based on a theoretical review of gender and sexuality (Butler, 2024; Foucault, 1999) and the media, this research discusses the debate surrounding the maintenance of hegemonic masculinity (Connell and Messerschimidt, 2013) in contrast to the advances promoted by feminism (Hooks, 2024). It analyzes the role of social media in the dissemination of gender discourses and the perpetuation of symbolic violence. Furthermore, it examines the so-called "crisis of masculinity" and the rise of Red Pill masculinism (Zuckerberg, 2018) as a reaction to contemporary sociocultural transformations, often characterized by the denial of rights and the rejection of the diversity of gender identities. Based on content analysis (Bardin, 2011), the use of misogynistic metaphors, narratives of female devaluation, and emotional manipulation techniques were identified, in addition to the consolidation of social media as spaces for legitimizing a masculinity based on control and domination.