Digital Youth Work on Anti-Feminist Narratives

The project "Digital Youth Work on Anti-Feminist Narratives" started from the observation that anti-feminist, sexist, and misogynistic narratives circulate on social media, specifically targeting young men. Misogynistic influencers suggest to vulnerable youth the opportunity for quick success – both financially and sexually – and in doing so spread dangerous stereotypical images of aggressive masculinity and female subordination. Against this backdrop, the project is testing whether and with which strategies alternative narratives can be used to intervene in online spaces. In contrast to argumentative counter-arguments against hateful discourse, alternative narratives employ positive messages, e.g. demonstrating new possibilities for action and developing positive images of masculinity that do not derive strength from the devaluation of others.

As part of the project, alternative narratives are provided in the form of short video clips, and the comment sections are closely monitored. The aim is to open a dialogue (also) with vulnerable young men who already sympathize with anti-feminist, misogynistic, and anti-queer positions.

Specifically, the project develops alternatives to anti-feminist narratives in the framework of three targeted case studies (Pride 2024, 16 Days Against Violence Against Women 2024, and International Women's Day 2025) and disseminates them on social media (TikTok and Instagram). As this is a pilot project, the main focus is on close cooperation between youth work and academia, particularly the timely evaluation of contributions and the implementation of the lessons learned in subsequent project phases. After the completion of the third case study, the results are condensed into recommendations and made available to youth workers.

The alternative narratives developed as part of the case studies (in German) can be found here.