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Like many of the places we frequent online, the Red Pill has become an echo chamber. The psychologist I spoke to, Mike Wood, told me this can lead to people adopting more and more extreme views. "If you’re in some sort of a group that defines itself by its opinions, then people will get more and more polarised over time," he says. "Individuals will try to conform to what the group mandates.” This is true of not just the Red Pill, but its opponents. While radical feminists on Tumblr, for example, become more extreme in their views, so too does the subreddit. In many ways, the extremes of each group justify one another's existence in their minds.

“People within the group will try to get social approval from other members of the group,” Wood continues. “So they’ll play to that standard that they’re supposed to live up to – and then people will take it further because they reason ‘If I’m more extreme about this then I will get more approval’, so the norms of the group shift over time.”