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

Abstract

The central objective of this paper is to identify, through a content analysis, the way in which male identity traits are expressed in the publications of two Mexican profiles on Facebook and on TikTok. The main results show that, in the case of positive masculinities, this occurs mainly from statements about physical and mental self-care and participatory paternity. In the conclusions, it stands out that there is a need to propose new measurement scales of masculinities that adjust to changing cultural conditions.