I can't feel bad that a guy who made videos teaching how to do sex tourism is dead. This article was written before he took a dirt nap.
He peddled sexist bile and toxic relationship advice within a subculture populated by men’s rights activists and incels—while living in Ukraine. Then the invasion started.
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But until just months before this conflict started, he didn’t appear to present himself as a citizen journalist, or a Ukraine expert, or a foreign policy buff, or a war nerd. He was a “medium-sized manosphere YouTuber,” according to Manoel Horta Ribeiro, a researcher at Switzerland’s École polytechnique fédérale de Lausanne. Ribeiro studies
that digital space—a loose constellation of blogs, forums, and social-media accounts inhabited by pick-up artists, men’s rights activists, and incels. Most of those who dwell in this world believe that men are the true oppressed gender, despite clear evidence that women still face undeniable and rampant, systemic discrimination across the globe.
Under the name Coach Red Pill, Lira made videos and hosted digital seminars in which he offered dating, life, and relationship advice. In the manosphere, a “red-pilled” person is someone who’s realized hidden supposed truths about gender and relationships. These are usually tired stereotypes about how all women supposedly think, and reactionary ideas about the glory of traditional gender roles and relations and how their erosion screws over men.
But, Ribeiro added, most of his content was steeped in old and reductive views on gender and society, as well as outright vile misogyny, often defended using “questionable interpretations of evolutionary psychology.”
“Never date a woman in her thirties,” Lira, who’s in his fifties, said in one video created in 2020. He also argued that, “irrespective of what they claim they want,” all women only truly desire money, a house, and kids, as child-rearing is the one thing that will biologically validate them. That women who are still single and childless in their thirties have supposedly ignored that imperative in order to live the ‘hedonistic’ lifestyle that a “degenerate” Western culture pushes them towards, chasing the hottest 15 percent of guys for meaningless sex. And that when they hit their thirties, they all get “baby rabies,” but realize their looks are fading. (“It’s biology,” he said. “Women age badly. Men age like wine.”) So, they will all supposedly lie and connive to trick a man into marriage and a pregnancy, after which they’ll reveal their true faces.
In one of his earliest posts on a prominent manosphere forum, Lira warned that “HR departments are exceedingly dangerous to anyone who’s been red-pilled.” But he offered a guide on how men could supposedly turn these departments into “a powerful weapon” by learning how to manipulate HR staffers who, he argued, are “predominantly women who, in high-school [sic], were slutty-looking, and used to gossip and create all kinds of drama. Women who are… the most easily manipulated, the most easily taken in by flattery and deference.”
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