Digital subcultural diffusion theory: rebranding the incel ideology through Looksmaxxing, Sub5s and the PSL scale

The rise of the incel (involuntary celibate) subculture has garnered significant academic, policy, and media scrutiny in recent years. However, critical gaps persist in understanding how misogynist incel ideology permeates mainstream digital spaces. This paper contributes to our understanding of online radicalisation and dissemination of digital subcultural groups and extremist ideologies through the development of Digital Subcultural Diffusion Theory (DSDT) and its application to misogynistic incels. DSDT outlines and expands upon three interrelated processes: (1) the migration of niche beliefs and artefacts from fringe communities to mainstream platforms (normiefication); (2) the mechanisms enabling their diffusion and popularisation (mainstreaming); and (3) the possible implications for the normalisation of these ideologies across online and offline spaces. In this context, we apply DSDT to demonstrate how incel ideology is strategically rebranded through the pseudoscientific constructs of the PSL scale (a hierarchical framework used to assess facial attractiveness) and looksmaxxing, which cloak misogyny and scientific racism under the guise of self-improvement. This reframing targets susceptible audiences and exploits platform affordances to amplify and justify male and white supremacist narratives. Drawing on data from TikTok, looksmax.org, and Incels.Wiki, our analysis reveals how platform interconnectivity facilitates the proliferation of inconspicuous, incel-adjacent terminology and trends. Significantly, these processes legitimise extremist, misogynist, and racist views through ostensibly neutral or scientific rhetoric, masking their underlying harms. The study underscores the urgent need to address how digital ecosystems enable the mainstreaming of hateful ideologies, with broader implications for research on online radicalisation and platform governance.