Online conversations between “real men”: A reflexive thematic analysis of sigma male discourse on Twitter

In recent years, the Sigma Male Community has become a global online counterculture that spreads ideas about masculinity, rejection of contemporary Western values, and the restoration of traditionalism. Led by the question of how this discourse became a global counterculture, this study examines participants' use of Twitter (now known as X) and their construction of a shared identity through a reflexive thematic analysis of seven public accounts. By using a platform that does not have strict policies regarding provocative speech, its members have been found to create alternative truths that serve as a form of escapism for men who are dissatisfied with the current reality. Moreover, findings suggest that the community became a global counterculture as it represents a contemporary trend of personal development that is tailored towards men and that attracts them with the complete acceptance and understanding of male-only struggles.