Social media and masculinity norms among adolescents: insights from Mexico

With adolescents and young people in many countries growing up with social media, often spending hours each day in ‘virtual’ communities, there is growing concern about its influence, including exposure to online misogyny. 

This report presents findings of a mixed methods study in Mexico investigating how social media content influences gender and masculinity norms among adolescents aged 15-19 years in different settings in the country. The study, which uses participatory diagnosis, photovoice, interviews and surveys, finds that influencers and other social media content often reinforce traditional masculinity norms – including ideals of strength, economic independence and emotional detachment – in ways that affect the self-image, interactions and experiences of adolescents, both on- and offline. 

The gender stereotypes that circulate on social media can lead adolescent boys to feel intense pressure and a sense of conflict between their experienced and desired identity. At the same time, the research shows use of the internet and social media can impact young people in different ways, with some adolescent boys developing more critical attitudes towards online sexist content or making use of social media to resist strict gender norms. This is, in part, because social and cultural context and socio-demographic characteristics shape online interactions and how these are perceived, resulting in diverse outcomes.