How is masculinity understood and done (by humans and non-humans) on social media platforms today? What occurs in the interplay of content made by men's rights activists, algorithms and user agency?

My research explores how personalised information feeds on social media platforms co-constitute understandings of masculinity among young cis men, living in Sweden. I focus on how they encounter, engage with and interpret content that promotes essentialist, heteronormative and misogynistic ideals of masculinity - on Instagram, TikTok, YouTube and Snapchat.

These ideals circulate within the ‘manosphere’, but are amplified more broadly through the commercial logics of today's digital information infrastructure. The aim of my doctoral project is to develop a nuanced understanding of the ongoing negotiations over masculinities that take place at the intersection of the manosphere, the digital information infrastructure and young cis men's information-related activities on social media platforms.