Pickup artists (PUA) – self-identified as seduction community, or pickup community – is a movement of men whose goal is seduction and sexual success with women. The community exists through Internet newsletters and weblogs, marketing (e.g. banner ads, seminars, one-on-one coaching), forums and groups, as well as over a hundred local clubs, known as "lairs".
The rise of "seduction science", "game", or "studied charisma" has been attributed to modern forms of dating and social norms between sexes which have developed from a perceived increase in the equality of women in western society and changes to traditional gender roles. Commentators in the media have described "game" as sexist or misogynistic. Some people have acknowledged that the techniques espoused do sometimes succeed in attracting women