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“My father is hooked on stoicism.” A few days ago, a Reddit user told thatin the last six months, his father had been deep into all kinds of YouTube videos about stoicism. “He spends hours watching (…) what seems AI-generated self-help garbage, made to validate ego and increase paranoia of the people.” “The strange thing is that real Stoicism seems like it is made to teach you self-control and emotional discipline, but it has become more reactive, cynical and critical,” he explained. And, really, It’s not strange at all. ‘Stoick’ is a soccer player Shiromani Kant The truth is that, today, becoming a Stoic does not mean reading Marcus Aurelius but rather following accounts, buying books, subscribing to newsletters, watching videos and consuming content. A content that, by the way, is adjoining with pop psychology, “CIA manipulation tactics,” mind games, “reading people” techniques, and other genres of conspiracy thinking. We have been hearing for years that philosophy “is back”that masculinity is in crisis and does not stop looking for alternative options, that a handful of ideas from 2,000 or so years ago are changing the way thousands of people face their daily lives. It’s time to treat that “wave” for what it is: a huge lie. No matter where we look (and except for a small group of popularizers that fit in the trunk of a car), Stoicism is neither a real philosophical movement nor a collective practice. Modern stoicism is a niche market for content creators—books, newsletters, subscriptions, merchandising, courses—who make a living precisely from the discomfort they claim to alleviate. The boom of pop stoicism Jan Demiralp As I have told on other occasionsin 1965, during the Vietnam War, the pilot James B. Stockdale He was returning from a combat mission when he was hit by enemy fire. Passed seven years in unspeakable conditions; between torture and humiliation specifically designed to break him from the inside. But he was lucky. In his own words, the only thing that helped him overcome captivity was the memories of a small book that had been given to him during his time at the university: the Enchyridion, the best-known book by Epictetus, one of the great Stoic philosophers in history and to whom the motto “sustine et abstine“(“endures and renounces”). In it, in the EnchyridionStockdale understood that the “reflective mind” could distance itself from brute and instinctive emotion and return to what was experienced with clarity of judgment and equanimity to find peace of mind. Not only did he understand it, but he spent much of the rest of his life spreading and defending it. In general terms, Stockdale is the fundamental piece of the reconversion of classical Stoic philosophy into pop culture; the place where Epictetus connects with late US capitalism. I tell this to make it clear that the fashion for stoicism is nothing new. It has been on the rise for half a century and, at least a decade, completely out of control. What has happened in recent years is that this ‘boom’ has been consolidated as an industry. The r/Stoicism subreddir (where I got the story that opens this text) went from 840 members in 2012 to 610,000 in 2024. On TikTok, the hashtag #stoicism gathers 645,000 posts. Ryan Holiday He has sold more than 10 million copies of ‘The Daily Stoic’, has more than three million followers on Instagram and two on YouTube. And, in Spanish, we also have examples of this genre of philosophical self-help. Philosophical self-help? We might think that calling a philosophy more than 2,000 years old “self-help” is audacious on my part. However, academic criticism specialized in Stoicism has reached (it has been difficult, but it has reached) the same conclusion. Massimo Pigliucci (professor at the City College of New York and one of the most important and rigorous neo-Stoics) coined the term ‘broicism’ in 2019 to discover the ‘masculinist’ appropriation of this philosophical school. In 2022, Mark Dery published “How Stoicism Became Broicism“. This is a very interesting text (and debatable in some points) that very clearly x-rays the problem I am talking about. In 2025, in fact, the researcher Erhan Ağaoğlu published an analysis about stoicism on TikTok which makes clear the identification between this “stoicism” and the patterns of aggression, self-isolation, self-improvement and the vindication of traditional masculinity. There are those who believe that this is problematic and those who argue that it is not. What there is no doubt about is that it is not stoicism, neither classical nor modern, nor of any kind. It is, in any case, ‘ultra-processed pseudo-philosophy’ ready to consume in the context of the attention economy. A very successful one, yes: not all cultural products show that ability to scale in this marked way. Why is this happening? Jaime Spaniol Sociologists who are working on the topic agree that there are, at least, three factors that explain it. The first is the “replacement of traditional frameworks related to the in-person community (religious or not).” The hypothesis is that a sector of the population has emerged (especially young and male) that does not have ‘frameworks of meaning’ to manage adversity. Stoicism, like all the movements that are emerging around it, have become a kind of ’emotional toolbox’ without religious or therapeutic component. The second factor would be a certain “crisis of masculinity.” That crisis is what They have been trying to suture the ‘manosphere influencers’ since Jordan Peterson and it is part of the tectonic movements that are turning Stoicism into ‘pseudophilosophy’. Finally, the ‘platformization of absolutely everything’. That is, the dynamics that facilitate and promote platforms such as TikTok, Instagram, YouTube or X. Where some people want to see a renewed interest in philosophy, there is a push by algorithms for short, imperative and motivational content. And what’s the problem with all this? The first consequence of this phenomenon is that what we now understand as ‘stoicism’ is nothing like classical stoicism. But surely that is not the most important thing. Because the … Read more