BBC Homepage
  • Skip to content
  • Accessibility Help
  • Your account
  • Notifications
  • Home
  • News
  • Sport
  • Weather
  • iPlayer
  • Sounds
  • Bitesize
  • CBBC
  • CBeebies
  • Food
  • More menu
More menu
Search BBC
  • Home
  • News
  • Sport
  • Weather
  • iPlayer
  • Sounds
  • Bitesize
  • CBBC
  • CBeebies
  • Food
Close menu
BBC News
Menu
  • Home
  • InDepth
  • Israel-Gaza war
  • War in Ukraine
  • Climate
  • UK
  • World
  • Business
  • Politics
  • Culture
More
  • Tech
  • Science
  • Health
  • Family & Education
  • In Pictures
  • Newsbeat
  • BBC Verify
  • Disability
  • Trending

The extreme misogyny of 'pick-up artist' hate

  • Published
    31 May 2014
Share page
About sharing
Students at a candlelight vigil for the victims of a killing rampage on May 26, 2014 in Los Angeles, CaliforniaImage source, Getty Images
Image caption,

Students hold a vigil for the victims killed by Elliot Rodger

By BBC Trending
What's popular and why

The mass killing in California last weekend has turned the spotlight on the online world of "pick-up artists" - and anti-"pick-up artists".

There was a storm on Twitter when Elliot Rodger's misogynistic ramblings and videos were discovered online. Bloggers and commentators pointed out he used language familiar to the "pick-up artist" (PUA) community - an industry dedicated to teaching men the art of attracting women.

The idea of men trying to pick up women is nothing new of course, but the PUA community has developed highly structured rules, supposedly based on psychology, which pick-up gurus claim will lead to unprecedented sexual success.

"I take a guy who - if he met a lady in a bar or saw someone on the street - he wouldn't know what to do. Or if he did try something, it would fail," Richard La Ruina, owner of PUATraining.com told BBC Trending. "We teach him how to interact with women... and give him the confidence and ability to date women."

The community was popularised by the 2005 book The Game: Penetrating the Secret Society of Pickup Artists by Neil Strauss, which details the author's adventures in the PUA world. And it has since become big business online with hundreds of books, DVDs and pick-up coaches offering to teach men the latest tricks - for a price.

Richard La RuinaImage source, PUATraining.com
Image caption,

Richard La Ruina is owner of a "Pickup Artist" coaching company

There's been debate about whether the PUA industry is anti-women, and attitudes towards the opposite sex vary widely among coaches and PUA followers.

But the movement has also has spawned an extreme offshoot - the world of anti-"pick-up artists", some of whom blame their lack of success with women on both the PUA industry, and the women themselves.

One anti-PUA site, PUAHate.com, ostensibly warned men away from "pick-up artist" gurus out to make money. It became a magnet for misogynistic rants by Elliott Rodger and others, and was taken down after the attack in California.

"I went on the website and signed up for the forum to get a deeper feeling of what this community was about," says journalist Patrick Kearns, who has written about PUAHate, external. "And you just see deeper and deeper layers of misogyny that pile up through all the forums."

One thread he found asked: "Are ugly women completely useless to society?" Others suggested that fat women should be prevented from leaving the house until they reached a healthy body-mass index.

Kearns interviewed one of the site's administrators and actually found his views to be at odds with most of the site's users. "He was trying to do a good service, but just let it get out of hand," says Kearns. "This website was created to say these things won't work for you guys - don't waste your money, stay away from them."

Immediately after the shootings some posters to PUAHate distanced themselves from Rodgers, but others sarcastically commented that the shootings could have been prevented if only women had had sex with him. "Again it seems like it's deflecting the blame onto women," says Kearns. "After spending a good amount of time in the forum and reading some of the threads, really nothing surprises you."

Reporting by Mike Wendling

More on "pick-up artists" and anti "pick-up artists" on BBC Trending radio on Saturday at 10:30 GMT (11:30 BST). You can listen to the programme here, or download the free podcast, external

Top stories

  • Live. 

    At least 21 children among dozens killed in Texas floods, as 11 girls from camp still missing

    • 7069 viewing7.1k viewing
  • Welfare U-turn makes spending decisions harder, minister says

    • Published
      9 hours ago
  • Hamas security officer says group has lost control over most of Gaza

    • Published
      3 hours ago

More to explore

  • I looked into the eyes of a man who blew himself up on the Tube. I still see him everywhere

    Close of Dan Biddle outside Edgware Road station
  • England to bounce back? Brown-Finnis' Euro 2025 predictions - second group games

    • Attribution
      Sport
    Rachel Brown-Finnis's Euro 2025 predictions
  • How MI5 piled falsehood on falsehood in the case of neo-Nazi spy who abused women

    Composite graphic with in the foreground a photo of MI5 director general Sir Ken McCallum, a white man with dark, swept-back hair and round dark-rimmed glasses, wearing a dark suit and tie. Behind him is an image of the Royal Courts of Justice, rendered in blue on a yellow background and the MI5 logo in blue
  • Sydney Jo's viral TikTok group chat drama, and Superman hits cinemas: What's coming up this week

    A composite image of Sydney Jo and Superman
  • How Trump is using the 'Madman Theory' to try to change the world (and it's working)

    Treated image of Trump's eyes
  • Not getting a summer job? Here are eight ways to change that

    A woman with long blonde hair and brown glasses in sat inside a building with yellow walls. She is smiling at the camera
  • Excellent or awful - why Lifetime ISAs divide opinion

    Composite image showing Liam Roberts on the left, and Lucy and Daniel Slavin on the right
  • Oasis kick off their comeback: The best they've been since the 90s

    A collage of Noel (left) and Liam Gallagher (right) of Oasis. Noel in a blue denim shirt stands at a microphone, likely mid-vocal or addressing the audience. Liam, in a dark jacket, raises a tambourine overhead with one hand.
  • The Upbeat newsletter: Start your week on a high with uplifting stories delivered to your inbox

    A graphic of a wave in the colours of yellow, amber and orange against a pink sky
loading elsewhere stories

Most read

  1. 1

    Murder inquiry after scientist found injured on street

  2. 2

    Parents of girls killed in school crash 'still waiting for answers'

  3. 3

    Eurostar train evacuated during eight-hour delay in northern France

  4. 4

    Football clubs should pay towards £70m policing cost, Met chief says

  5. 5

    Hamas security officer says group has lost control over most of Gaza

  6. 6

    How Trump is using the 'Madman Theory' to try to change the world (and it's working)

  7. 7

    Archaeologists unveil 3,500-year-old city in Peru

  8. 8

    Why I kick down Peak District stone stacks

  9. 9

    Sabrina Carpenter tones down headline show - but she's still at her best

  10. 10

    A girls' summer camp cut short by deadly disaster

BBC News Services

  • On your mobile
  • On smart speakers
  • Get news alerts
  • Contact BBC News

Best of the BBC

  • Taking an alternative look at cricket

    • Attribution
      Sounds
    Tailenders
  • The Bafta-award winning comedy returns

    • Attribution
      iPlayer
    Such Brave Girls
  • Anaïs Gallagher explores Oasis' legacy

    • Attribution
      Sounds
    Mad for Oasis
  • Ghosts US returns for series 4

    • Attribution
      iPlayer
    Ghosts US S4
  • Home
  • News
  • Sport
  • Weather
  • iPlayer
  • Sounds
  • Bitesize
  • CBBC
  • CBeebies
  • Food
  • Terms of Use
  • About the BBC
  • Privacy Policy
  • Cookies
  • Accessibility Help
  • Parental Guidance
  • Contact the BBC
  • Make an editorial complaint
  • BBC emails for you

Copyright © 2025 BBC. The BBC is not responsible for the content of external sites. Read about our approach to external linking.