Exploring constructions of masculinity on a men’s body-positivity blog

Men’s experiences with digital media and social networking sites remain relatively underexplored. Here, we analyse the complex ways that men construct, represent and perform masculinity on a men’s body-positivity Tumblr blog called Body Positivity for Guys. Drawing on both hegemonic masculinity theory and inclusive masculinity theory’ we contribute to current theoretical discussions within the academic literature on masculinities, while extending these prominent debates to new virtual environments. In particular, we find that the interactions of the men on the blog demonstrate a consistent eschewal of tactics of marginalisation and subordination that have long been the hallmark of research into relations of power within masculine hierarchies. Furthermore, we demonstrate how all of the diverse constructions of masculinities on the blog site held cultural legitimacy and were equally supported.