We Investigated the Deepest, Darkest Corners of the Internet to Understand Ron DeSantis’ Bizarre New Video

Over Fourth of July weekend, Florida Gov. Ron DeSantis’ presidential campaign drew fire from across the political spectrum after it shared a bizarre, 1-minute-and-13-second video hyping the Florida governor’s hardline opposition to LGBTQ rights. The video, which was created by an anonymous account and shared on Twitter by the DeSantis campaign’s “rapid response” team, has been skewered by critics on both the left and the right for its homophobia and transphobia. But commentators also fixated on another element: It’s just plain weird, a video that is largely unintelligible to someone who hasn’t spent too many hours on the darker corners of the internet.

The clip, which was tweeted by DeSantis’ team with the message “To wrap up ‘Pride Month,’” opens by attacking former President Donald Trump for his past support of LGBTQ people, setting pictures of Trump shaking hands with Caitlyn Jenner and holding a pride flag against upbeat techno music. But 23 seconds in, the video takes a turn. The upbeat techno music is replaced by an ominous base tone. Clips of DeSantis fade in and out, intercut with a series of seemingly random images: DeSantis with red lightning bolts emerging from his eye sockets; a black-and-white photo of a chiseled bodybuilder; pictures of Hollywood anti-heroes. Headlines denouncing DeSantis’s “draconian” policies on LGBTQ issues flash across the screen, layered atop of clips of liberal talking heads criticizing DeSantis’ record. (On Friday afternoon, the clip disappeared from Twitter, replaced with the message, “This media has been disabled in response to a report by the copyright owner” before being deleted. For now, you can still view it here.)

To the average voter, this rapid-fire mishmash of images might seem like a political fever dream. But the video fits squarely within an emergent strain of an online conservative subset that focuses on LGBTQ issues and masculinity. This discourse, which emerged from an obscure corner of the internet sometimes called the “manosphere,” relies on a heavily self-referential set of memes to convey its message, a message that is almost always drenched in irony. It can be hard to discern which images are supposed to be taken seriously and which are just designed to provoke outrage and troll the viewer. Yet beneath the irony lies a coherent — if deeply intolerant — argument: The embrace of LGBTQ people is part of a broader plot in society to destroy traditional masculinity.

For the most part, this irony-laden variety of homophobia remains a relatively fringe position on the online right. But its prominence in DeSantis’ latest campaign video suggests that it could be seeping into the conservative mainstream, and that might pay dividends among a group of Republican voters. “After all, [DeSantis’s backers] are seeking out the Trump voter,” said Daniel Adleman, an assistant professor of writing and rhetoric at the University of Toronto who was written about the overlap between pop-culture and far-right ideologies. “They are trying to demonstrate that DeSantis doesn't just talk the talk, but he walks the walk — that Trump is all full of lip service, but that DeSantis is the one who makes good on quasi-Trumpian promises.”

To help piece it all together, here’s your definitive guide to the memes and images from DeSantis’ recent video. This might be the first time you’re encountering them, but it likely won’t be the last if you pay close attention on Twitter, Threads, or whatever social new social media platform launches next week.

GigaChad

This meme, depicting a chiseled bodybuilder with a massive chin and a manicured beard, is a staple of discourse in the manosphere. Often referred to as “GigaChad,” the name borrows from the popular internal slang word “chad,” which is used refer to a stereotypical alpha male. The origin of the meme is shrouded in mystery — it’s rumored to have been taken from a series of photoshopped images of bodybuilders taken by a Russian photographer — but it first made its way online in 2017, when a version of the image was posted to the popular message board 4chan. The post introducing the meme defined GigaChad as, “The perfect human specimen destined to lead us against the reptilians” — a nod to a fringe conspiracy theory that posits that the world is run by humanoid reptiles.

Since its introduction, though, the meme has come to symbolize an ideal male form that, according to certain strains of thinking on the right, is being wiped out by the alleged feminization of American culture and media. Consider it the manosphere’s statue of David.

Patrick Bateman

You may recognize him from the 2000 film American Psycho — based on the 1991 novel by Bret Easton Ellis — but Christian Bale’s character has taken on a whole new life in the manosphere. In the movie, Bateman is a chauvinistic and status-obsessed Wall Street banker who — spoiler alert — may (or may not) lead a secret life as a serial killer and cannibal. (The movie leaves open the possibility that Bateman’s murderous activities are part of an elaborate, delusional fantasy.) Ironically, Bateman idolizes Donald Trump, a symbol of New York’s well-heeled nouveau riche during the 1980s.

Online, Bateman and other erstwhile Wall Street icons such as The Wolf of Wall Street’s Jordan Belfort (who also makes a brief appearance in the DeSantis video) have come to symbolize the set of hypermasculine virtues the manosphere is propagating. “If you're a superficial reader of Patrick Bateman, he represents an avatar of the Reagan era, self-asserting, shameless, impudent man who’s able to make the best possible use of neoliberalism as it existed in the 1980s and, by extension, as it exists now,” Adleman said. “I could see that might appealing to the alt-right, 4chan crowd in this post-Trumpian era.”

Yes Chad

Giga is not the only Chad popular among this crowd. In mid-2019, an image of a cartoon figure with blonde hair, blue eyes and a thick blonde beard started making its way around Twitter and other online message boards. The illustration was captioned was a single word: “Yes.” Since then, the image has become the template for a universe of memes known as “Yes Chad,” featuring illustration of men — yes, always men — who project an air of masculine authority and steely male confidence. (Sometimes, the meme is paired with an illustration of a blonde woman in a blue dress, symbolizing the so-called “trad wife.”) The meme also carries some not-so-subtle racist undertones, as it depicts the ideal man as an Aryan archetype.

In the video, meanwhile, a cartoon of DeSantis in the style of the “Yes Chad” flashes in between a clip of the governor giving a speech and a scene of him walking with his coterie. What, exactly, DeSantis is saying “Yes” to is left up to the viewer to decode.

Thomas Shelby

The fictional protagonist of the British television drama Peaky Blinders, Tommy Shelby —portrayed by Cillian Murphy — is the leader of a crime gang who evades the law and rival gangs in post-World War I England to expand his criminal empire. But online, Murphy’s character has become associated with the trope of the “sigma male,” a type of man who — in contrast to the stereotypical “alpha male,” who sits atop a social hierarchy — has transcended societal norms to play by his own set of rules. A quick Google search turns up pages of YouTube videos with titles like “12 Reasons why THOMAS SHELBY Is The Ultimate SIGMA MALE.” (In a statement released Wednesday, the team behind Peaky Blinders disowned any association with the DeSantis ad.)

Presumably, the comparison between Shelby and DeSantis is intended to highlight the latter’s willingness to play dirty and buck conservative convention — like, for instance, fighting with Disney or sending planes of migrants to Martha’s Vineyard and California.

Bodybuilders

“I’m going to leave aside the strangeness of trying to prove your manhood by putting up a video that splices images of you in between oiled-up, shirtless bodybuilders,” Transportation Secretary Pete Buttigieg said last weekend when asked about DeSantis’ video — apparently referring to several shots of slick-looking male bodybuilders flexing their bulging muscles. But in certain corners of the online right where the popularity of bodybuilding is on the rise, it’s not strange at all. For one possible explanation of this trend, look no further than Tucker Carlson’s much-discussed documentary The End of Men, which advanced the argument that the destruction of men’s bodies through poor nutrition and poor exercise habits is part of a broader globalist plot to take over the world. Understood in this context, rebuilding a man’s physique isn’t just good for his health — it’s also a critical first step toward overthrowing the power of the corrupt global elite.

DeSantis has not revealed whether weightlifting is a major part of his recent weight-loss efforts, but on the campaign trail he has certainly has leaned into the anti-elite rhetoric that’s tied up with the bodybuilding fad.

Achilles

 
Is that Brad Pitt staring out from behind that bronze helmet? Yes, yes, it is. As film buffs and mythology nerds will know, Pitt portrayed the ancient Greek hero Achilles in the 2004 movie Troy, based on Homer’s epic poem the Iliad. As in the Iliad, Pitt’s Achilles emerges as the hero of the film, bursting onto the battlefield toward the end of the conflict to revenge the death of his comrade Patroclus at the hands of the Trojan hero Hector.

As many commentators online have pointed out, there a poignant irony to the fact that a video targeting LGBTQ people included an image of Achilles, given that many scholars have interpreted Achilles’ friendship with Patroclus as a type of homosexual relationship. But the valorization of Achilles fits neatly within a broader far-right obsession with ancient Rome and Greece, which some conservatives hold up as the cradle of “Western civilization.” Ever heard of “Bronze Age Mindset”? We bet the creators of this video have.