Abstract
This paper looks at how content creators on Instagram and TikTok, influence young Australian men’s views on masculinity by promoting toxic ideals and misogynistic messages. In the wider context of identity formation and digital culture, it argues that these platforms often reinforce traditional, dominant forms of masculinity, which can contribute to normalising gender-based power inequalities and pushing aside alternative, more inclusive expressions of masculinity. By analysing popular social media content alongside current research, the paper highlights repeated themes in how male identity is portrayed – focusing on dominance, emotional suppression, and physical appearance. These portrayals, driven by algorithms and influencer culture, shape not only how young men see themselves but also how they relate to others, especially women. While there are more radical and inclusive perspectives out there, they’re often drowned out by louder, more sensationalist content. Overall, the findings reveal the need for greater accountability from social media platforms, better media literacy education, and cultural change to challenge harmful gender norms online.
The digital era has transformed how identities are constructed and perceived, with content creators and influencers on platforms such as Instagram and TikTok playing a significant role in shaping societal norms and personal beliefs. More specifically, young Australian men’s perceptions of masculinity through the promotion of toxic ideals and misogyny, which reinforce harmful gender norms that impact relationships and society. Furthermore, understanding the various ways influencers shape perceptions of masculinity, the psychological impact of harmful content, and the wider social consequences of reinforcing restrictive gender norms, is essential to addressing these issues effectively.
Digital Structure and the Reinforcement of Gender Hierarchies
Within the context of gender studies, the idea of masculinity has been thoroughly studied, with R.W. Connell’s thesis of hegemonic masculinity providing an essential perspective. As Connell and Messerschmidt (2005) explain, “hegemonic masculinity refers to the normative ideology that to be a man is to be dominant in society and that the subordination of women is required to maintain such power” (para. 4). In the context of social media, these ideals are not only preserved but often amplified by the algorithmic structure of platforms like Instagram, TikTok, and YouTube Shorts. Social media posts that fit traditional gender roles like showing dominance, hiding emotions, and staying in control, often get more attention and interaction. This makes these ideas stronger, especially for young or easily influenced users. Recent studies have demonstrated how these platforms present harmful content “as entertainment through the algorithmic processes of social media,” pushing misogynistic content to “young people, with boys who are suffering from anxiety and poor mental health” (Weale, 2024, para. 6). For instance, research indicates that platforms like Tiktok and Youtube Shorts took “23 minutes of video watching… to start recommending ‘toxic’ content and 26 minutes to recommend ‘manfluencer’ content” (Desmarais, 2024, para. 4). This rapid exposure highlights a greater issue within recommendation systems – one that not only reflects hegemonic masculine ideals but also actively reinforces and sustains them.
A prime example of this is the continued influence of Andrew Tate, a former kickboxer turned influencer who gained attention for his misogynistic and contradicting views. Even after being banned from several platforms, Tate’s content still spreads widely, continuing to influence millions of young men and boys. This influence is evident in several criminal cases across the US and UK, including the case of Kyle Clifford, who was reportedly influenced by “ultra-violent content online – including 10 clips by Tate,” before fatally shooting “his ex-girlfriend Louise Hunt, her sister and mother” (Saunders, 2025, para. 52). Tate’s beliefs, which links masculinity with dominance and control over women, has been described as “brainwashing a generation.” Therefore, Tate’s influence demonstrates how social media algorithms can increase the reach of dangerous content, exposing vulnerable audiences to extremist views. This exposure may distort young men’s perceptions of masculinity and, more importantly, represent a risk to public safety as these ideals have the potential to inspire real-world violence against women.
From Body Image to Behaviour: The Impact on Young Men
Exposure to toxic masculine ideals on social media can have profound psychological effects on young men. The relentless portrayal of unattainable standards of strength, dominance, and emotional suppression can lead to body dissatisfaction, low self-esteem, and mental health issues such as depression and anxiety. A prevalent concern among younger male individuals engaging with online gym and bodybuilding communities, is the development of body dysmorphia, particularly muscle dysmorphia. Exposure to idealised body standards, promoted on social media can have detrimental effects, often leading to “a distorted view of one’s body” (The Conversation, 2020, para. 12). Moreover, the pressure to conform to these ideals can result in harmful behaviours, including the use of performance-enhancing substances and the adoption of aggressive attitudes. A recent study investigating the relationship between social media use and young male audiences found that “social media use had a direct effect on depression and on toxic masculinity” (Digital Commons, 2024, p. 9), suggesting that these platforms don’t just reflect male insecurity – they contribute to it.
Beyond the impacts to individual wellbeing, the normalisation of toxic masculine ideals online has broader social consequences. Negative gender norms that affect personal relationships and societal structures are reinforced by the ongoing prevalence of toxic masculinity on social media. According to Roberts and Wescott (2024), “young people who view misogynist content are likely to harbour unhealthy views on relationships” (para. 24), which can manifest as disrespectful or abusive behaviour towards women. Thus, this acceptance of misogyny fosters a society that increases the likelihood of discrimination and violence against women. Furthermore, males who don’t fit the mould of “traditional” masculine standards may be marginalised as a result of embracing these damaging norms, fostering environments of exclusion and bullying. In addition to having an impact on personal wellbeing, this feeds into an endless cycle of toxic behaviour that is difficult to break.
Toxic masculinity is a broader cultural issue – not just a platform problem
While it is true that social media platforms can amplify toxic masculinity, some researchers argue that these platforms primarily reflect existing societal norms, rather than create them. From this perspective, the issue is less about content creators or algorithms and more about the wider cultural environment that already values dominance, stoicism, and misogyny. James Brusseau builds on this idea by arguing that data-driven systems and social media platforms don’t simply reflect existing identities- they actively shape and solidify them. He explains that in today’s digital era, “compartmentalizing our distinct personal identities is increasingly difficult in big data reality… our digital selves stream together” (Brusseau, 2019, para. 1). This means that, rather than expressing different sides of ourselves in different settings (such as professional vs personal), users are now encouraged by platforms to maintain a single, polished, and appealing identity.
Furthermore, Brusseau (2019) warns that platforms like Facebook promote the idea that “a single version of selfhood [should be] maintained across diverse contexts and human relationships” (para. 2). This pressure to maintain a unified identity can lead young men to conform to dominant masculine ideals – not through direct enforcement, but because the design of social media platforms makes it harder to express multiple or non-traditional versions of masculinity. Additionally, he states that “if a decision is not made by us, the forces of big data and surveillance capitalism will make it for us” (Brusseau 2019, para. 2). In this sense, social media functions as a system that reinforces dominant values already present in society like patriarchal gender norms, rather than creating them. Therefore, this counterargument shows that the spread of toxic masculinity online is linked to deeper issues in society. Thus, fixing online spaces also means dealing with bigger social problems that support these harmful ideas.
Resistance and Positive Influences
While social media platforms are often criticised for spreading toxic masculinity, they also offer important spaces for resistance. Many organisations are now using these platforms to challenge dominant gender norms and encourage healthier ideas of masculinity. Instead of seeing social media only as a negative influence, a growing number of youth-focused initiatives are using its broad reach to start meaningful conversations with young men about identity, emotions, and respect.
One example of this kind of initiative is Tomorrow Man, founded by Tom Harkin in Australia. The organisation holds workshops in schools, sports clubs, and communities to help men and boys rethink traditional ideas of masculinity. Instead of delivering lectures, the program creates safe, supportive spaces where young men are encouraged to talk openly about emotions, vulnerability, and the pressure to live up to strict gender expectations. According to Harkin (n.d.), “It’s time we got in a room to have a no holds barred conversation about the state of man; face the stats and create room to break the stereotype” (para. 3). The group’s approach is mainly based on storytelling and peer conversation, drawing from the guys’ real-life experiences. Social media is critical in amplifying their work – clips from sessions are uploaded online to destigmatise male vulnerability and demonstrate emotionally expressive behaviour for a larger audience. By combining in-person engagement with a strong online presence, Tomorrow Man shows that social media can be used to promote empathy and inclusivity, rather than reinforcing toxic displays of masculinity.
Another well-known Australian group, The Man Cave, also works to promote positive masculinity using a research-based approach. Aimed at boys aged 12–16, their programs focus on early support and mental health, covering topics like identity, gender stereotypes, emotions, and healthy relationships. A key part of The Man Cave’s approach is its focus on redefining strength – not as staying silent or being aggressive, but as having emotional awareness and the ability to express feelings. Their workshops often start by looking at common myths about manhood, like the idea that “real men don’t cry,” and work to break down these beliefs through group discussions and hands-on activities. According to their 2023 impact report, 89% of participants felt that Man Cave facilitators created a safe space for discussing emotions, and 81% said they felt more confident applying the tools and mindsets they learned into their daily lives (The Man Cave, 2023, p. 4). Therefore, initiatives like Tomorrow Man and The Man Cave demonstrate that, when used with purpose, social media can be a powerful tool for challenging and reshaping dominant ideas about masculinity. Rather than simply responding to toxic content, these programs proactively create alternative perspectives that help young men develop healthier self-identities and build more respectful relationships. By combining the reach of digital platforms with meaningful, real-life conversations, they show how resistance to harmful gender norms can grow within the same spaces that once seemed to support them.
Conclusion
Masculinity in the digital era has been shaped not only by societal expectations but by the design and culture of social media platforms. On Instagram and TikTok, dominant representations of masculinity – often tied to aggression, emotional repression, and power – are reinforced by algorithms that prioritise engagement over ethics. Influencer culture, paired with recommendation systems, has created an environment where toxic ideals are amplified and widely consumed by young men.
This paper argued that content creators and algorithmic systems play a central role in reinforcing these narrow and often harmful ideals of manhood. The psychological toll is significant, with links to body image issues, depression, and anxiety, while the social impact includes normalised misogyny and the marginalisation of alternative masculinities. Although these platforms may reflect existing societal norms, their design ensures such values are continuously reproduced and made visible. However, the influence of social media is not entirely negative. Initiatives like ‘Tomorrow Man’ and ‘The Man Cave’ show that the same platforms can be used to challenge toxic norms and promote healthier, more inclusive versions of masculinity. This points to the need for a cultural shift – one that demands greater accountability from platforms, prioritises media literacy, and supports young men in redefining masculinity on their own terms.
References
Brusseau, J. (2019). Ethics of identity in the time of big data. First Monday, 24(5).
Cranswick, I. (2020, October 10). Muscle dysmorphia: why are so many young men suffering this serious mental health condition. The Conversation.
Desmarais, A. (2024, April 4). Tiktok and Youtube Shorts push misogynistic videos to young male watchers, study finds. Euro news.
Roberts, S., & Wescott, S. (2024, July 1). We research online ‘misogynist radicalisation’. Here’s what parents of boys should know. The Conversation.
Saunders, J. (2025, March 28). Twisted incel brands women ‘evil hypocrites’ and defends vile Andrew Tate as toxic world behind Adolescence is laid bare. The U.S. Sun.
Smith, R.M., Parrott, D.J., Swartout, K.M., & Tharp, A.T. (2015). Deconstructing hegemonic masculinity: The roles of antifemininity, subordination to women, and sexual dominance in men’s perpetration of sexual aggression. Psychology of Men & Masculinity, 16(2), 160-169.
The Man Cave. (2023). The Man Cave 2023 Annual Report. The Man Cave.
Tomorrow Man. (n.d.). Reinventing Masculinity – Disrupting Stereotypes + Building Emotional Muscle. Tomorrow Man.
Warren, A. (2024). The Association Between Social Media, Toxic Masculinity, and Depression in Young Adult Males [Doctoral dissertation, National Louis University]. Digital Commons.
Weale, S. (2024, February 6). Social media algorithms amplifying misogynistic content. The Guardian.
Hi Shannon Kate, You’re right to ask; it is incredibly difficult to police these issues today. Predatory behaviour isn’t exclusive…