Influencers as Authoritarian Gateways: Social and Psychological Mechanisms of Mainstreaming Among Young Men

This project investigates the process of mainstreaming—the progressive normalization of previously marginal ideas within the public sphere (Rothut et al., 2024)—through the growing political relevance of digital influencers. These actors command vast online audiences, often exceeding traditional media in reach and perceived credibility among younger users (Riedl et al., 2023; Schmuck et al., 2022). While influencers can promote civic engagement and orient political attitudes (Harff & Schmuck, 2023, 2025; Henn, 2023), they also amplify polarizing narratives and facilitate the spread of disinformation and ideological radicalization (Palacios López et al., 2023; Rothut, 2025). The 2024 U.S. presidential campaign exemplified this transformation. Donald Trump’s communication strategy relied extensively on online creators (YouTubers, podcasters, streamers) who reframed political participation through entertainment logics (Branch, 2024). Through repeated interviews, appearances and coordinated influencer mobilization, the campaign invested heavily in alternative media channels, particularly to reach younger and predominantly male audiences. This strategy became successful, as post-electoral data show a gender gap particularly important in the younger generation, despite the important democrat’s campaign, supported by the literature, on the role of Trump in the democratic backslide. Despite the growing political influence of creators, research on political influencers remains limited and predominantly focused on European contexts. Similarly, “mainstreaming” is often invoked descriptively, without detailed empirical grounding. This paper addresses these gaps by analysing how collaborations between Trump and major digital influencers contributed to the mainstreaming of radical right-wing ideas among young men. Drawing on Rothut et al. (2024) and Brown et al. (2023), the study conceptualizes mainstreaming as a meta-process composed of interrelated subprocesses. This framework highlights the role of media and political intermediaries, such as digital influencers, in redrawing the boundaries of acceptable discourse and shaping contemporary political imaginaries. Methodologically, the paper employs a critical discourse analysis of three high-visibility Trump-influencer collaborations: Logan Paul, Adin Ross and the Nelk Boys. Four analytical dimensions guide the analysis: agenda setting (which issues are foregrounded), framing (how these issues are emotionally coded and portrayed), parasocial opinion leadership (how influencers cultivate trust and proximity) and masculinity (how hegemonic masculine ideals are mobilized). This interdisciplinary approach captures the socio-psychological mechanisms through which authoritarian narratives become appealing, familiar and socially acceptable. Preliminary findings indicate that these influencer appearances repackage radical narratives within entertainment formats generally perceived as apolitical. Humour, informality and shared cultural references soften the perceived extremism of these messages, while influencers’ explicit endorsement of Trump strengthens feelings of affiliation and helps introduce, normalize and secure agreement with authoritarian ideas. By examining the intersection of digital culture, masculinity and affective framing, this paper offers new insights into the psychological and social foundations of mass support for authoritarianism among young men. It contributes conceptual clarity to mainstreaming theory and advances the emerging field of political influencer studies.