Constructing masculinity on a social networking site

Abstract

Social networking website (SNS) Rate is the most popular online environment for young Estonians, which has more than 290000 active users. The study aims to examine visual self-presentations of young men ( N = 108) in Rate. Quantitative content analysis methodology was used to analyze 599 profile images of young men belonging to a community ‘Damn I’m Beautiful!’. The results indicate that media representations of men are often taken as role-models while constructing one’s visual identities online. In particular, young men mostly pose alone in order to emphasize their looks and appear as willing sexual or romantic objects. They appear mostly in the public sphere, however, without being engaged in any purposeful activities. All in all, SNS profile images function on many levels in order to portray different versions of masculinity. The findings highlight the importance of photos as additional impression management tools and confirm their conscious use for identity ‘performances’ on SNS.