“Misoginia na rede vizinha”: uma análise multimodal de discursos masculinistas no TikTok brasileiro

Eurico Oliveira Matos Neto; Matheus Pestana; Danielle Sanches; Maria Sirleidy Cordeiro

doi:10.15448/1980-3729.2026.1.47749

Authors

Eurico Oliveira Matos Neto School of Communication, Media and Information of the Getulio Vargas Foundation (FGV), Rio de Janeiro, RJ, Brazil. https://orcid.org/0000-0002-9849-1260
Matheus Pestana School of Communication, Media and Information of the Getulio Vargas Foundation (FGV), Rio de Janeiro, RJ, Brazil. https://orcid.org/0000-0002-5388-8950
Danielle Sanches School of Communication, Media and Information of the Getulio Vargas Foundation (FGV), Rio de Janeiro, RJ, Brazil. https://orcid.org/0000-0001-9916-167X
Maria Sirleidy Cordeiro School of Communication, Media and Information of the Getulio Vargas Foundation (FGV), Rio de Janeiro, RJ, Brazil. https://orcid.org/0000-0002-4479-5162

DOI:

https://doi.org/10.15448/1980-3729.2026.1.47749%20

Keywords:

masculinism, online misogyny, gender hate speech, tiktok

Abstract

This article aims to map and characterize the communication practices adopted by profiles engaged in masculinist movements on TikTok, with a specific focus on the Brazilian context. More precisely, we seek to identify mechanisms for using the platform as a tool for forming networks for the production, consumption and propagation of misogynistic discourses in digital environments. The study is based on empirical research using multimodal analysis of 12,774 videos published by 3,128 unique TikTok users. The results reveal that, on Brazilian TikTok, multimodality is used strategically by masculinist groups to communicate ideologies and legitimize misogynist discourses. Hashtags, spoken texts and visual elements, such as thumbnails and short videos, are mobilized to convey discourses that reinforce a masculine identity based on traditional and anti-feminist values. Critical discourse analysis shows how these technodiscursive practices adapt content across platforms, boosting its circulation and attracting diverse audiences, while at the same time structuring a reactive response to feminist and progressive discourses.

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Author Biographies

Eurico Oliveira Matos Neto, School of Communication, Media and Information of the Getulio Vargas Foundation (FGV), Rio de Janeiro, RJ, Brazil.

Doctor and Master in Communication and Contemporary Culture from the Federal University of Bahia (UFBA). Professor at the School of Communication, Media and Information of the Getulio Vargas Foundation (FGV Comunicação). He is a researcher at the National Institute of Science and Technology in Digital Democracy (INCT.DD). He leads the research group Communication, Society and Digital Media.

Matheus Pestana, School of Communication, Media and Information of the Getulio Vargas Foundation (FGV), Rio de Janeiro, RJ, Brazil.

He holds a doctorate and master's degree in Political Science from the Institute of Social and Political Studies at the State University of Rio de Janeiro (IESP-UERJ). He is a part-time professor of Digital Communication at the School of Communication, Media and Information of the Getulio Vargas Foundation (FGV Comunicação). He is a researcher at the Institute for Religious Studies (ISER) and data coordinator for the Study Group on New Illegalities at the Federal Fluminense University (GENI/UFF).

Danielle Sanches, School of Communication, Media and Information of the Getulio Vargas Foundation (FGV), Rio de Janeiro, RJ, Brazil.

PhD in History of Science from EHESS/Paris and COC/Fiocruz. Professor at the School of Communication, Media and Information of the Getulio Vargas Foundation (FGV Comunicação). She is a collaborating researcher at the Digital Humanities Laboratory of the Nova University of Lisbon, a founding member of the Brazilian Association of Digital Humanities (ABHD), and coordinator of the AI and Education Working Group of the Observatory of Technologies and AI in Education (Edutecia).

Maria Sirleidy Cordeiro, School of Communication, Media and Information of the Getulio Vargas Foundation (FGV), Rio de Janeiro, RJ, Brazil.

Holds a PhD and Master's degree in Linguistics from the Federal University of Pernambuco (UFPE). Professor at the School of Communication of the Getulio Vargas Foundation (FGV). Works in the field of Linguistics, focusing on the analysis of social networks and discursive practices in digital environments. Also dedicated to the development and application of methodologies aimed at reading, filtering, and organizing digital databases.

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