The term “misogyny” comes from the Greek word “mīsoguníā”. With misos, meaning “hatred,” and gunē, meaning “woman.” In essence, it’s hatred towards women. Or any acts of contempt towards them. And there are many… male privilege, patriarchy, gender discrimination, harassment, belittling, violence and objectification.

This paper, published in the Industrial Psychiatry Journal states that misogyny has been around for ages. And there was mention of it in ancient Greek mythology. “According to Hesiod, before women came into existence, men were coexisting peacefully as companions to Gods until Prometheus decided to steal the secret of fire from the God which angered Zeus,” reads the paper.

“Zeus punished mankind with an evil thing for their delight called Pandora, the first woman who carried a box which unleashed all evils such as labor, sickness, old age, and death.” If you ever wondered where the phrase "opening Pandora's box" came from, now you know.

Nowdays, social media is creating a breeding ground for misogynistic thoughts and behaviors. And some young guys are being groomed into following the “cult” unknowingly. Researchers say extreme posts are being amplified by algorithms. It’s creating a culture where these ideologies seem like a way of life.

“Harmful views and tropes are now becoming normalized among young people,” said Dr Kaitlyn Regehr, one of the lead researchers. “Online consumption is impacting young people’s offline behaviors, as we see these ideologies moving off screens and into school yards.”

Regehr added that adults don't realize how algorithms work and how harmful they can be. And how their insecurities shine through in their social media addictions. Some parents aren't seeing their own faults, and therefore could struggle to break the cycle.

The study was conducted by UCL, the University of Kent and the Association of School and College Leaders (ASCL). The team said teens were “micro-dosing” on bad content that plays into their vulnerabilities. Like loneliness or loss of control. They added that TikTok algorithms “gamify” harmful content. So to kids, the toxic rhetoric is seen as entertainment.

Another member of the team, Geoff Barton said the findings show that algorithms “have a snowball effect”. While the content is quite extreme, it’s packaged in a way that makes the viewer want more. “This is deeply worrying… particularly so in respect of the amplification of messages around toxic masculinity and its impact on young people…” cautioned Barton.

Misogyny isn't a new player on the internet. You might remember "Gamergate" from 2014. What began as a debate around gaming ethics turned into a massive harassment campaign against female journalists. The movement shone a spotlight on sexism in the gaming industry. And the need to diversify the sport.