Retoričke strategije, kontroverza i konstrukcija identiteta: Andrew Tate u digitalnom okruženju
Rhetorical Strategies, Controversy, and Identity Construction: Andrew Tate in the Digital Environment

Summary/Abstract: This paper analyses the ways in which Andrew Tate, as a controversial figure of the contemporary digital age, employs rhetorical strategies to construct and maintain his public image on social media. The focus is on the intersection of communicative tactics, the algorithmic logic of visibility, and emotional polarization that contribute to his popularity and influence. Through a combination of representational approaches from celebrity studies and rhetorical analysis, the paper explores how Tate constructs hyper masculinized narratives and emotionally engages affective audiences. Special attention is given to how Tate’s rhetorical tricks, use of slogans, and visual branding contribute to his virality and the attainment of micro-celebrity status within the online attention economy. The analysis includes two media appearances by Andrew Tate following his ban from major social media platforms in 2022. The paper contributes to the understanding of how rhetoric, social media, and the attention economy intertwine in shaping a new dynamic of public visibility and popularity

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