Social Media and Performative Maleness: Masculinity in the Age of Likes (A Pakistani Contextual Analysis)

Abstract

The study explores how Pakistani males aged 18-25 perform and negotiate masculinity on social media platforms, such as Instagram, Facebook and YouTube, over the past seven years. By applying the conceptual framework of Connell’s Hegemonic Masculinity theory with reference to Butler's theory of Performativity, the study is based on secondary sources like peer-reviewed journals and reputable media. The paper examines how Pakistani social media platforms are idealized by hegemonic masculinity, such as strength, emotional stoicism and heterosexuality. At the same time, some users are adopting a new hybrid form of masculinity that accommodates both toughness and softness. Former masculinity norms on social media are often reinforced through fitness posts and sexual bragging, but now youth sometimes also adopt feminine traits like sensitivity and interest in art. This shift is increasingly visible on social media platforms. Studying this is very important because these performances are not just random but deeply connected to Pakistan’s society. The paper will conclude how these practices on social media serve as both a stage for hegemonic masculinity and a site of subtle change.