Self-improvement strategies for transforming Incel accounts

Recent research indicates that supporters of “incel” ideology have repackaged “sub5” and embraced a shift towards the language of self-improvement on Tiktok.

Despite the prohibition of hateful content on social media platforms, accounts propagating these beliefs are reportedly cloaked in new terminologies and “socially acceptable” vernacular.

One key tenet of the incel ideology revolves around the notion that society is structured hierarchically based on physical appearance.

Previously characterized by misogyny, pseudo-scientific theories surrounding self-improvement and attraction are now being promoted and normalized.

Anda Iuria Solea, a researcher at the School of Criminology and Criminal Justice in Portsmouth, cited a theory mentioned in a Netflix show, suggesting that 80% of women are attracted to 20% of men.

Another concept gaining traction on Tiktok is the PSL scale, which ranks men from 1 to 8 based on their perceived attractiveness.

The acronym PSL is derived from the initials of three Incel websites: Puahate, Sluthate, and Lookism.net.

Men are categorized from “PSL Gods” (highly attractive men) to “Chad” (generally attractive men) and eventually “sub5” (unattractive men).

Men are encouraged to believe they can ascend the scales through a process called “lookmaxxing,” which involves activities like going to the gym or undergoing cosmetic procedures to enhance their appearance.

These theories promote an idealized form of masculinity and often attribute blame to women.

While searching for the term “Incel” on Tiktok triggers an error message cautioning against hateful content, searching for “sub5” yields a stream of related material on the platform.

“Through concepts like Lookmaxxing and the PSL scale, the promotion of misogynistic ideology is gaining mainstream acceptance.”

“These mechanisms facilitate the dissemination of toxic, misogynistic, and extremist rhetoric by cloaking it in the socially palatable discourse of self-improvement and racial and biological essentialism, widening its reach in the digital sphere.”

With over 1.9 billion users globally, Tiktok attracts a significant user base, including approximately 40.32% of UK users aged between 13 and 24 years.

A new paper submitted for peer review by the Crime, Media and Culture Journal analyzed five Tiktok accounts promoting incel theory.

Solea remarked, “They aim to broaden their audience, gain platform approval, and garner societal acceptance through rebranding. By showcasing terms like Sub5 and the PSL scale, they avoid direct attacks on women.”

Referring to the Netflix show, she added, “The 80:20 rule suggesting 80% of women prefer 20% of men is prevalent. These theories are insidious and more convincing when subtly presented, rather than outright derogatory.”

In response, a Tiktok spokesperson stated:

“We continuously enhance moderation efforts using technology and expert insights. In the last quarter, 93% of hateful content was removed before being reported.”