Universities and junior colleges across Quebec are launching a new campaign to counter the rise of male influencers.
The "Consent is Key" campaign, led by Concordia University researcher Léa Clermont-Dion, targets "alpha male" influencers spreading messages that trivialize sexual violence. A survey at six Quebec universities found one in three students experienced sexual violence since starting classes.
Clermont-Dion notes a proliferation of masculinist influencers in the digital ecosystem of young Quebecers, normalizing discourse that trivializes sexual violence. This, she warns, discourages victims from seeking help.
Influencers often attract audiences by offering lifestyle or financial advice, then subtly introduce masculinist views. Some "seduction coaches" promote double standards, judging women harshly. Influencers like Andrew Tate, with billions of video views, touch on sports, money, and seduction, sometimes suggesting marital rape should not be considered rape.
Clermont-Dion highlights that misinformation, such as claims that tap water contains estrogen due to women's urine, circulates on social media. Shockingly, 75 percent of young Quebecers believe myths questioning the credibility of sexual assault victims.
The campaign is distributing a video to deconstruct masculinist discourse and providing an educational guide for teachers. Influencers will also help spread the campaign's message.