Tag: Social Science

  • The Crisis of Self-Help on YouTube: Recommendations of Misogyny and Hegemonic Masculinity

    The Crisis of Self-Help on YouTube: Recommendations of Misogyny and Hegemonic Masculinity

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    Abstract Through a rhetorical content analysis of 79 videos, this research aims to explain the function of hegemonic masculinity (Connell & Messerschmidt, 2005; Messner & Messerschmidt, 2018) on YouTube. It looks to understand how YouTube videos in the “self-help for men” community perpetuate and legitimize hegemonic masculinity. This study suggests hegemonic performances inevitably cause crises…