Women and firearms: Youtube content recommendations

By: FGV Direito Rio

• In an authoethnography evaluation, YouTube's recommendation system led us to videos featuring explicit violence and firearms content. The content recommended didn't have any warning, violating the platform's own policies regarding such content;
• Furthermore, YouTube's  recommendation system pushed videos that encourage the use of firearms by women, with reinforced gender stereotypes;
• The main argument in favor of arming civilian women was the support of vigilantism, in cases such as domestic and urban violence, representing 46.18% of the total analyzed comments (2,834);
• Out of 1,134 comments analyzed in 12 of the 13 selected videos, 13% mobilized misogynistic arguments, such as the incapacity of women to carry or use firearms;
• One specific video, deemed an outlier due to its high interaction, showed a female police officer shooting a robber at the entrance of a school. In its comments (n = 2,834) session, there was an increase of approximately 300% in the use of anti-feminist rhetoric in favor of arming women;
• Both the content of the videos and the comments encouraged the purchase of accessories and firearm products targeting  women. This includes advertisements and links to websites selling these products, which also violate the platform's policy.

Pro-gun groups have been advocating for the expansion and reduction of bureaucracy in civilian armament, arguing that firearms are tool for protecting property and personal integrity for both genders. Specifically, they claim firearms are essential for for defending women against physical and sexual violence. However, data shows that femicides, often resulting from cycles of violence rooted in unequal gender relationship, occur more than  half the time with firearms, typically used by the victims' partners within their homes.

Recognizing the potential interests of users in this topic, we constructed this report based on the following question: what would a female YouTube user, aged between 25 and 40, find when searching for information in videos on the platform? Additionally, we analyzed the comments on these selected videos to understand the main characteristics of the discussion about women and civilian armament among the platform's users engaged in this debate.

Methodology

The primary objective of this report was to investigate YouTube's algorithmic recommendations through the simulation of a female user interested in the firearms debate. Additionally, we aimed to identify how the discussion about women and firearms unfolds by analyzing comments on videos available on the platform. 

As a first step, we conducted active searches based on the assumed interest of a simulated user, Joana, a Brazilian woman aged between 25 and 40 years, interested in firearms and wanting to arm herself for self-defense. The procedure for the research is outlined below:

• To access YouTube and perform the simulation, we created a specific email and account on the platform. 
• We used the following keywords in the initial video search: mulher (woman), armas (firearms), porte velado (carrying a concealed weapon), and autodefesa (self-defense). This active search was conducted as the initial input for the platform's recommendation algorithm, ensuring no prior preferences influenced the results. 
• From the search results, we selected and watched up to 5 videos whose titles included the combination of gender – e.g., women, feminine – and carrying, purchasing, and/or using firearms for self-defense purposes. 
• For each of these videos, we also selected and watched the first 5 videos recommended in the sidebar by YouTube's algorithm, again focusing on the combination of gender and thematic relevance. 
• Out of a total of 25 watched videos, we excluded those that: 
  • Were not published between January 2018 and April 2024;
  • Did not exclusively deal with the carrying and/or use of firearms by women for self-defense purposes;
• Had fewer than 50 comments.
• This procedure resulted in a final list of thirteen videos, of which (i) seven came directly from Joana's active search and (ii) six were from YouTube's algorithmic recommendations that appeared in the sidebar after viewing the videos from the active search.
• We divided the selected videos into two blocks:
  • Block I: "Support of women being armed". These videos focus on tips about accessories and ammunition training courses; and discussions involving gender and firearms, all targeted at a female audience. 
  • Block II: "Training for armed women," where the content is specifically focused on women carrying firearms, i.e., activities involving loaded firearms, therefore, ready to shoot or shooting.

 

A list of the selected videos with a brief description of the content is provided in Table 1 below. 

 

The list of selected videos with a brief description of the content is provided in Table 1 below. 

• From the 13 selected videos, we extracted a total of 3,357 comments. We excluded 412 comments based on the following criteria: (i) user replies that were not directly related to interaction with the video or its characters; (ii) communication noises such as errors, external links, or other non-classifiable content. Out of the remaining 2,945 comments, during the qualitative analysis, we further discarded 111 that were not relevant to the thematic debate. Thus, 2,834 comments remained for the analyses presented in this report.

The qualitative analysis of the comments was conducted considering the following categories specified in Table 2: 

Look here the qualitative analysis of the comments, which was carried out considering the following categories explained in Table 2.

• For the quantitative analysis of video comments based on the categories presented above, we excluded the video 'Mother PM shoots thief at school gate in São Paulo.' We considered it an outlier because it accounts for 39.5% of all comments analyzed in the entire study. Additionally, it has other distinguishing characteristics, such as having gone viral across various YouTube channels, featuring comments in different languages, and involving a parliamentarian as the main figure. This difference is also reflected in the characteristics of the comments: the majority of them express support for vigilantism.

1. Analysis of the content of selected YouTube videos

 

1. Platform policies: firearms, ammunition, and violence 

 

Based on the description and analysis of the videos, it was possible to identify that many of them contain content related to explicit violence that violates platform policies. We analyzed the selected videos considering potential violations of (i) YouTube's Policies on Violent or Graphic Content and (ii) YouTube's Policies on Firearms, described as follows:

 

Violent or graphic content:

• Inciting others to commit violent acts against individuals or a defined group of people.
• Fights involving minors.
• Footage, audio, or imagery involving road accidents, natural disasters, war aftermath, terrorist attack aftermath, street fights, physical attacks, immolation, torture, corpses, protests or riots, robberies, medical procedures, or other such scenarios with the intent to shock or disgust viewers.
• Footage or imagery showing bodily fluids, such as blood or vomit, with the intent to shock or disgust viewers.
• Footage of corpses with massive injuries, such as severed limbs.
•  

The following types of content are not allowed on YouTube. This is not a complete list:

• Medical procedure footage where the content focuses on open wounds and provides no education or explanation to viewers.
• Footage of crimes such as violent robberies that provide no education or explanation to viewers.
• Cell phone, dash cam, or closed circuit TV footage showing the injured or killed in a road accident accompanied by titles such as “Crazy accident” or “Warning: Lots of blood.”
• Videos of beheadings.
• One-sided assaults with titles like "Watch this guy get beat-up!".
•  

 

Firearms policy. 

Don’t post content on YouTube if the purpose is to do one or more of the following:

• Sell firearms or certain firearms accessories through direct sales (e.g. private sales by individuals) or links to sites that sell these items. These accessories may include:
  • Accessories that enable a firearm to simulate automatic fire,
  • Accessories that convert a firearm to automatic fire, such as: bump stocks, gatling triggers, drop-in auto sears, or conversion kits,
  • High capacity magazines or belts carrying more than 30 rounds.
• Provide instructions on manufacturing any of the following:
  • Firearms,
  • Ammunition,
  • High capacity magazines,
  • Homemade silencers/suppressors,
  • Accessories that enable a firearm to simulate automatic fire,
  • Accessories that convert a firearm to automatic fire, such as: bump stocks, gatling triggers, drop-in auto sears, or conversion kits.
• Provide instructions on how to convert a firearm to automatic or simulated automatic firing capabilities.
• Provides instructions on how to install the above-mentioned accessories or modifications.
• Provides instructions on how to remove certain firearm safety devices, such as a device that limits the release of a magazine. This does not include removal of a device used to temporarily disable a weapon like a gun lock.
• Please note this is not a complete list.

Examples

Here are some examples of content that isn’t allowed on YouTube.

• Links in the title or description of your video to sites where firearms or the accessories noted above are sold. You can link to sites that discuss or review the items as long as those sites don’t sell or give away those items directly.
• Displaying a firearm with the intention to sell that firearm via private sale. This includes giving the seller’s phone number, email address, or other contact information.
• Showing users step-by-step instructions on how to finish a lower receiver in order to complete fabrication of a firearm.
• Showing users how to make a silencer out of a flashlight, oil can, solvent catcher or other parts.
• Showing users how to install a bump stock, or install a comparable accessory built to enable simulated automatic fire.
• Live streams that feature someone holding or handling a firearm, regardless of whether or not they are firing it. Note: this does not include firearms in video games.
• Live streams that feature someone transporting firearms from place to place, such as by carrying them or traveling with them by car, truck, or other vehicle. Note: this does not include firearms in video games.

Please remember these are just some examples, and don't post content if you think it might violate this policy.

• "Links in the title or description to websites where firearms or the mentioned accessories are sold. It is permitted to add links to websites that discuss these items or contain reviews of them, as long as they do not directly sell or donate them."
• "Content that displays a firearm with the intention of selling it. This includes providing the phone number, email address, or other contact information of the seller.”
• "Content that shows users detailed instructions on how to finish an unfinished frame to complete the manufacture of a firearm.”
• "Content that shows users how to make a silencer using a flashlight, an oil can, a solvent trap, or other parts.”
• "Content that shows users how to install a bump stock-type stock or a similar accessory designed for simulating automatic firing.”
• "Live streams showing a person holding a firearm, even if it is not fired. Note: this does not include firearms in video game contexts.”
• "Live streams showing a person transporting firearms, whether carrying them or traveling with them in a car, truck, or other vehicle. Note: this does not include firearms in video game contexts.”
• “These are just examples. Do not publish content if you believe it may violate this policy.”

 

1. "Analysis of the 'Support of Women Being Armed' block”

 

This group of videos contains content about specific weapons and ammunition for women, as well as accessories that can accompany the items. The videos are presented by men and women who work in stores catering to this market, shooting range instructors, and public security professionals. These videos present and/or discuss how a woman can arm herself. From the analysis of the content of the videos in Block 1, it was possible to identify elements that encourage the consumption of weapons and similar equipment focusing on women, involving representations of women's preferences and behavior of women:

 

● These videos often display "women-specific" weapons that reinforce gender stereotypes, such as colors and models designed to meet women's expectations by reproducing standards of femininity.

 

● Comments in this block frequently suggest that women lack preparation for handling weapons. Women are portrayed as being uncontrolled, jealous, and possessive, with some comments attributing disorders or mental illnesses to them.

 

1. Analysis of the “Training for Armed Women” block
   
    

The videos in this block are aimed at women who, in theory, already own guns, shoot, or are prepared to shoot loaded guns. They feature strategies for carrying firearms, as well as amateur videos where women are "in action." The analysis of the content of these videos presented a turning point in the representation of what it means to be and act like a woman, as pointed out below:

 

● The comments in these videos promote a specific female figure: the women who 'transforms,' shedding attributes of daintness and fragility to perform with strength and bravery, qualities commonly reserved for masculinity. The "strong women" promoted here appropriates values usually attributed to male stereotypes.

 

● There is an emphasis on women who "empowers themselves" through this type of vigilante justice due to the perceived inefficiency of theState in providing security. This figure appears in the comments in contrast to women who defend human rights, exemplified by feminists. This stereotype supports the defense of vigilantism and an antifeminist rhetoric.

 

1. Average number of comments per block of videos

• Based on the calculation of the proportional average number of comments per video, we found distinct patterns in the nature of the comments directed at the content of Block I and Block II. In Block I most comments are interactive in nature — users often praise the videos and generally comment positively about the content. 
• The comments also resort to antifeminist rhetoric, where the support for arming women is aligned with a skeptical view towards the law as an effective measure for conflict resolution. 
• Thirdly, there is support for vigilantism as a way to resolve conflicts.

Graph 1: Average number of comments per category in the videos of Block I

Elaborated by: FGV Direito Rio

• In the case of the videos in Block II, the calculation of the proportional average number of comments per video shows that most comments directed at the content are also interactive in nature. Additionally, there is significant support for civilian armament and vigilantism, as illustrated in Graph 2.
• The comments in Block II often resort to misogynistic arguments and stimulate the desire for the consumption of firearms.

Graph 2: Average number of comments per category in the videos of Block II

Elaborated by: FGV Direito Rio

 

 

1. Comparative Analysis of Comments per Block

 

• Out of the total comments extracted from the videos in the "Support of Women Being Armed" block (267), 32 comments explicitly support civilian armament, while 22 resort to arguments for vigilantism. The debate on defense against sexual violence suffered by women appeared in 10 analyzed comments. Additionally, we found 45 comments with a misogynistic tone and 33 using anti-feminist rhetoric.
  
   
• In the "Training for Armed Women" video block (2,567), 290 comments support civilian armament. We categorized 1,328 comments as supportive of armament using arguments for vigilantism, and 10 comments focused on defense against sexual violence suffered by women. In this block, we identified 154 comments with a misogynistic tone and 105 using anti-feminist rhetoric.
  
   
• Comments opposing armament are predominantly found in the "Training for Armed Women" videos, totalizing 23. In contrast, we identified only 6 opposing comments in the "Support of  Women Being Armed" videos.
  
   
• Comments disapproving of the content of the videos themselves total 58. Specifically, 6 of these disapproving comments were found in videos from the "Support of Women Being Armed" block, while 52 were found in the "Training for Armed Women" block.
  
   
• Out of a total of 946 comments directed towards interacting with the videos, 154 of them are from the "Training for Armed Women" block, while 792 were from videos in the "Support ofWomen Being Armed" block.
  
   
• We also observed comments that mobilize personalities from the Brazilian political scene, which were categorized as "political debate" comments. Out of the 120 identified comments, 108 are from videos in the "Training for Armed Women" block, while 12 are from the "Support of Women Being Armedt" block.
  
   
• We also mapped comments expressing a desire for the consumption of firearms and related products. We categorized these groups of comments as "Excessive Display", totalizing 92, with 21 of them from the "Support of Women Being Armedt" block and 71 from the "Training for Armed Women" block.

2. Analysis of the video comments

From the categories established in Table 2, we identified discursive elements mobilized when focusing on gender perspectives in arguments supporting civilian armament. In Image 1, the word cloud presents the main terms used in the analyzed comments. 

Image 1: Word cloud with a comprehensive view of the debate

 

.

Elaborated by: FGV Direito Rio

The main arguments mobilized in the comments of the selected YouTube videos were:

Vigilantism: 

The concept of vigilantism differs from that of justice in the sense that individuals engaging in vigilantism take upon themselves the responsibility to judge and punish the actions of others. The idea of vigilantism is prominently expressed in videos containing explicit violence, which violates the platform's policies. Gender plays a role in these videos by glorifying the vigilante woman as a heroine.

“"Weak thief gets taken down by heroic mother, this humble heroine deserves applause."”

“ "She protected innocent children and adults, that's empowerment, that's pride, that's being a true woman.”

“"Heroine! Saved adults and children! My applause, gratitude, and respect.”

"Amazing job by this mother. She put the thug six feet under. This one won't kill or rob anyone again.". 👋👋👋👋"

• In the video titled "Mother who is a police officer shoots thief at a school gate in São Paulo," the roles of "excellent mother" and "great woman" are praised through the use of firearms. This is used to convince viewers of her efficiency and control of the situation. It is worth noting that the character in the video is a ccongresswoman, and her ability to perform well in public office is also acclaimed for this reason. 
• This video attracts many comments that reinforce the notion of vigilantism, regardless of the figure of the woman as a vigilante. We observed comments both in Portuguese and foreign languages. 

“Great professional, defending the population.. congratulations.. a good criminal is always a dead criminal.. please kill all corrupt politicians. I believe there wouldn’t be many left alive. Thank you.”

“Well done, congratulations! That's what you should do, these scoundrels think they can get away with everything.😊”

• This specific video went viral in several countries, and we identifiedcomments in at least 15 different languages:

“Don't fck with Mama Bear!”

“POWER OF MOM 😂😂😂” 

“Wow she a beast” 

“mom of the year❤” 

“頼れるおかんやな😅” (“"A reliable mother 😅”), translated from Japanese.

“어머니는 용감하다” (“Mother is brave”), translated from Korean.

“คุณแม่จอมโหด” (“fierce mother”), translated from Thai.

 “Стой, а то моя мама будет стрелять_)))))” (“Stop, or my mom will shoot”), translated from Russian.

“Vợ tôi đấy các mẹ ạ :proud:” (That's my wife, proud!), translated from Vietnamese.

“Zuch kobieta 👍❤” (“Brave woman 👍❤”), translated from Polish.

 “Деваха молодец” (The girl did well), translated from Russian.

 “👍👍 jcroit que chez nous en france on va pa tarder a en venir a ce point la , crée sa propre securité , le monde devien fou.” (I think that in France it won't take us long to reach this point, to create our own security, the world is going crazy), translated from French.

1. Misogyny: 

The category of misogyny encompasses both comments that involve (i) belittling and hatred towards women, as well as comments that reinforceto (ii) gender stereotypes: 

• The majority of comments suggest that most women are unprepared to carry firearms, reinforcing gender stereotypes. They are depicted as uncontrollable, jealous, possessive, and capable of killing their partners. Other comments suggest replacing a woman if she has any mental disorder or illness:

"Better change quickly if she's borderline."

"I don't trust her. It's not even about her character, but because at one point she had a bout of depression.”

“"A jealous woman is like a starving lion; if she's hungry, she'll attack."”

“A pot with boiling water is enough for a woman to mess things up. 😂 I leave mine in the drawer, I'm afraid when she's on her period 😂. The other days I'm fine.” 

 “A jealous wife herself is already a weapon. [More specifically, a time bomb.] An armed woman on PMS should be banned lol.”

• Furthermore, there are comments implying that women are naturally deceitful, suggesting it wouldn't be fitting for them to have guns nearby due to the supposed risk:

“"If the woman deceived Adam and the dog, imagine me, who's a fool?”

“"What if there's a woman with a messed-up head, and she shoots at us!!!”

“"I fell in love with this woman. I just wouldn't want to sleep in the same bed with her 😂😂😂😂 Are you crazy, maybe I'll dream saying another woman's name. It's trouble for me kkkkkkkk"”

“"In this case, I would recommend a Gun Lock Motion detector, a kind of trigger lock; any movement and the alarm goes off. But seriously, I recommend you change your wife.”

• Videos portraying women using firearms often receive comments that ambiguously praise or express both desire and fear of being in a relationship with an armed woman. This occurs even in the context of a video featuring a 13-year-old girl. Additionally, some arguments suggest that arming children would be a solution to pedophilia. 

“Besides being beautiful, she's dangerous too 😂😂😂"

“Look, now I want to see who will be her boyfriend."

“Kkkkkkkkkk...I don't want this girl as a daughter-in-law... I prefer my son to stay single." 

“Damn, her boyfriend is screwed if he does anything.” 

"She's a beast. Poor boyfriend. He's in for it! Have fun! Kkkkkk"

“That’s the end of pedophiles marrying 13-year-old girls”

• In one video, we also identified comments that interact with content produced by women in a misogynistic manner, disqualifying the protagonist by objectifying her body:

"Also change the black skirt. Better naked."

"Goddess of armament, I don't even pay attention to the guns."

"Carry it inside your panties."

"Safe is the husband with this marvel!"

• We also identified comments comparing young Brazilian girls and American girls, stating that Brazilian girls are not "righteous" women. They are portrayed as promiscuous for dancing funk music instead of seeking empowerment through firearms:

"Meanwhile in Brazil, the girls are at funk parties, sleeping around thinking they're empowered, they know nothing lol."

“While in Brazil, 13-year-old girls are pregnant or at funk parties getting high and giving it up to any junk head."

Anti-feminist Rhetoric 

• The majority of comments containing antifeminist rhetoric challenge and redefine the understanding of empowerment and femininity through the use of firearms.

"Wow, you nailed it in the video! You have all the charm of an empowered woman! That's what real female empowerment is about, a woman armed who doesn't answer to anyone ❤ Congratulations!” 

"Very cool video, we needed that feminine touch, keep it coming! I'm sure there's a lot more good stuff coming for the girls!"

• Many of these comments also reinforce a conception of female empowerment based on the consumption of firearms and mock the right to protective measures for women in domestic violence situations, suggesting that carrying a firearm would be more effective than the rights guaranteed by law.

“Without a doubt, this is the best protective measure a woman can have!! :D Loved the video!!!"

"Violent husbands kill every day, with their hands, knives, and firearms. The only chance of defense for a woman is to be armed."

"I don't understand how women, who are victims of everything, can walk around unarmed. Every woman should carry at least a 5-shot .32 caliber. That would be good."

"Ugh, how stupid these leftists are! You know what all the women victims had in common? None of them had a gun to defend themselves! They always throw away all our freedom to the STATE! They're slaves of the System!"

Defense against sexual violence

• We identified comments that mobilized sexual violence perpetrated against women as a supposed logical justification for them to be in favor of firearms:

"When you have a knife to your throat and your mother is being threatened with rape, then call for the sixth amendment of the constitution. Are you kidding me? Are we going to turn into a big shootout??? Let's go, right to defense, a man only becomes free when he is equal to another man, guns don't kill, people kill. Right to defense. If you don't want to arm yourself, it's your choice. But don't interfere with others' rights."

• In addition to sexual violence, it is suggested that arming women would also be the solution to feminicide: 

"Everyone who has mental and financial conditions and wants to have a gun has the right to have one! The more guns, the fewer femicides!!! An armed woman protects herself."

Excessive Display

• We encountered comments that reinforce the desire for firearms, encouraging the consumption of guns, accessories, and equipment by women. Thispromotes specific merchandise tailored for women and serves to reinforce a social performance of women within the traditional and conservative mold of femininity.

“"I want to buy all of these for myself. ❤ But my sister who has been mugged several times on the street needs them more."

"One for each day of the week. Very classy."

"😍😍😍😍😍 My God, they're beautiful."

 

Elaborated by:

This report was produced by the Diversity & Inclusion Program of FGV Direito Rio within the scope of the Media and Democracy Project.

Authorship:

Yasmin Curzi (Professor at FGV Direito Rio, Coordinator of the Diversity & Inclusion Program and "Media and Democracy" Project at the Law School)

Carolina Peterli (Researcher at the Diversity & Inclusion Program of FGV Direito Rio/ "Media and Democracy" Project)

Fernanda Gomes (Researcher at the Diversity & Inclusion Program of FGV Direito Rio/ "Media and Democracy" Project)

Giullia Thomaz (Researcher at the Diversity & Inclusion Program of FGV Direito Rio/ "Media and Democracy" Project)

Hana Mesquita(Researcher at the Diversity & Inclusion Program of FGV Direito Rio/ "Media and Democracy" Project)

Iris Rosa (Researcher at the Diversity & Inclusion Program of FGV Direito Rio/ "Media and Democracy" Project)

Isabella Markendorf Marins (Researcher at the Diversity & Inclusion Program of FGV Direito Rio/ "Media and Democracy" Project)

Lorena Abbas (Researcher at the Diversity & Inclusion Program of FGV Direito Rio/ "Media and Democracy" Project)

Camila Lopes (Researcher at the Center for Technology and Society of FGV Direito Rio)