Expression of masculine identities on Facebook and TikTok: The case of De Machos a Hombres and Voices of Brotherhood

Abstract

The main objective of this paper is to identify, through a content analysis, how masculine identity traits are expressed in the publications of two Mexican profiles on Facebook and TikTok. The main results show that in the case of positive masculinities, this occurs mainly from manifestations of physical and mental self-care and participatory fatherhood. The conclusions highlight a need to propose new scales for measuring masculinities that adjust to changing cultural conditions.