Media commentator Waleed Aly has urged social media users to take no notice of the US leader of a "neo masculinist" group, saying he has an obvious "formula" for attracting attention.
In his editorial on The Project on Tuesday night, Aly said Daryush "Roosh" Valizadeh, the leader of a group called Return of Kings, had used the same strategy to bait mainstream media outlets and social media users around the world.
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Why we should ignore Return of Kings
Waleed Aly challenges the public to hijack rape advocate Daryush Valizadeh's campaign by donating to women's shelter instead. Courtesy The Project, 6.30pm weekdays on Ten.
"This week, Roosh decided it was our turn and I know it hurts Australia but, like everyone before us, we took the bait," Aly said.
Valizadeh espouses homophobic, sexist and racial beliefs, including that rape on private property should be legalised and that women should not be able to vote.
He has been attracting attention and media online since a meet-up of his supporters was organised for Sydney's Hyde Park on Saturday.
Valizadeh then announced that he had bought tickets to fly to Australia for the meeting.
Nearly 90,000 people have signed a petition calling for the planned meeting to be stopped, and Immigration Minister Peter Dutton weighed into the debate saying that Valizadeh's application for a visa would most likely be barred.
Valizadeh has been proudly boasting about the media attention he has received, posting links to stories about himself and his responses to female journalists who have contacted him with requests for interviews.
"Before you let your outrage fly, you should also know this man-beast is also intelligent, calculating, manipulative, and focused almost entirely on one thing: increasing his public profile," Aly said.
In the five-minute segment, Aly said Valizadeh had an clear strategy to attract and keep the spotlight on him: first making revolting and provocative comments to garner attention and then announcing his intention to visit a country.
"Once the mainstream media takes the bait, Roosh trolls the public through his various social media channels revelling in the free publicity and extending the life of the news story," Aly said.
"Having manufactured this outrage, Roosh uses the spotlight on him to sell books, and no doubt plan his next speaking engagement, where he will entertain his audience with an arrangement of words that would not be out of place were they scrawled, misspelt, on the back of a piss-soaked broken public toilet door."
Aly said that, instead of taking Valizadeh's bait and posting or reading stories about him, which only keeps him in the news, social media users should visit the website of Kings Cross women's refuge Lou's Place.
"You have never heard of them because they don't troll people with deliberately outrageous sexist comments and they are not pumped up, self-important media hacks who give trolls like that attention," Aly said.
"Let's hijack everything this guy stands for. Click something else."
Lou's Place chief executive Deborah Banks said she was "overwhelmed in the best possible way" by the attention the refuge had received after the show went to air.
Thousands of people have now liked the organisation's Facebook page and a steady stream of donations have been made, although Ms Banks said she was not yet sure how much money had been raised.
"Just to be able to get the word out there and for people to know and love Lou's Place as much as we do is wonderful," Ms Banks said.