In recent years, the intricate narratives surrounding contemporary masculinity have come under intense scrutiny as voices from the so-called "manosphere" gain visibility within public discourse. A groundbreaking study focusing on Estonian "manfluencers"—male social media influencers who articulate and embody particular masculine identities—sheds new light on the multi-layered discourses that shape modern male experiences. By dissecting these narratives across societal scales, researchers reveal how wider cultural, institutional, and individual conversations intersect to weave a complex picture of masculinity that is at once contested, performative, and deeply rooted in local and global frameworks.
At the broadest conceptual level, the study situates manfluencers’ discourses within three interconnected strata: micro, meso, and macro. This tripartite model enables a holistic analysis that spans individual psychological processes, group dynamics within institutions, and overarching societal narratives. The macro level exposes a pervasive societal discourse that paints men as victims in a failing social order, allegedly geared against their interests and identity. This narrative taps into wider anxieties about the shifting status of men amidst rapid cultural change and the perceived erosion of traditional gender privileges.
Delving into the meso-level, the research examines the intergroup relations thriving within social institutions—ranging from workplaces to family structures—where dynamics are often colored by domination and violence. Within these environments, masculine identity is performed and policed through explicit and implicit power struggles. The discursive formations at this stratum reveal patterns of resistance as well as complicity in hegemonic masculinities, often marked by an undercurrent of control and aggression that reinforces gender hierarchies.
At the intimate micro level, the study surfaces the emotional and psychological landscape where masculine identities are lived and felt. Here, discourses frequently harness themes of anguish and discipline, capturing the internal struggles of men who negotiate expectations that oscillate between vulnerability and stoicism. This personal dimension uncovers the emotional labor men invest in shaping their identities according to normative masculine ideals, often steeped in self-regulation, endurance, and an intricate balancing act between private suffering and public performance.
Crucially, these discourses are not isolated phenomena but are contextualized within Estonian gender norms and global manosphere narratives that circulate widely via digital media platforms. Estonian cultural scripts regarding masculinity provide a local prism through which broader manosphere discourses—marked by resistance to feminism and critical societal change—are refracted and reinterpreted. The study underscores how manfluencers negotiate these global narratives, adapting and re-signifying them within their own societal context.
The methodological approach employed combines qualitative discourse analysis with interpretative repertoires, revealing how language constructs and sustains particular masculine identities and social realities. Through meticulous textual analysis of manfluencers’ online content, the study captures the fluidity of masculine self-presentation as it responds to societal pressures and internal dilemmas. This approach brings to light how discourses function not merely as descriptive but as performative acts that produce and reproduce social orders.
One of the more striking revelations centers on how the macro discourse shapes perceptions of societal failure, positioning men as marginalized and beleaguered actors confronting a hostile social environment. This framing often serves to justify withdrawal from changing gender relations or a nostalgic return to perceived traditional masculinity. It reveals a critical tension between adaptation and resistance that characterizes contemporary male identity politics within Estonia.
At the meso level, institutionalized power relations become arenas where masculinity is enacted and enforced through mechanisms of domination. These settings, whether workplaces or social groups, manifest interpersonal conflicts and structural inequalities that uphold gendered hierarchies. The study exposes how these violent and controlling dynamics are normalized and often rationalized within manfluencers’ discourse, perpetuating cycles of domination that limit gender equity.
Meanwhile, at the micro level, the interplay of anguish and discipline constructs identities characterized by emotional complexity and rigorous self-monitoring. Men articulate experiences of constraint and obligation, wrestling with contradictions between societal expectations to be both tough and sensitive. This psychological dimension emphasizes the performative burden placed on individuals, as masculinity becomes a disciplined project fraught with tension and nuanced emotional labor.
Importantly, the study maps these discursive patterns onto the Estonian cultural landscape, where ingrained gender norms continue to influence personal and public conceptions of masculinity. The local setting, marked by specific histories and social structures, interacts with imported manosphere themes, resulting in unique configurations of gender identity. This dual layering underscores the significance of culture-specific analysis in understanding the globalized discourse of masculinity.
The researchers highlight the role of digital media as a potent vector through which manfluencers disseminate, contest, and negotiate masculine identities. Online platforms serve as public arenas where these discourses unfold dynamically, enabling rapid circulation and reception of ideas that challenge or reinforce established norms. The study’s focus on social media reflects broader trends in masculinity research that recognize the nexus between technology, culture, and identity formation.
Beyond descriptive analysis, the work prompts critical reflection on the socio-political implications of mainstreaming manosphere discourses. By legitimizing contentious views on gender relations and embedding them in influential public voices, these discourses have the potential to shape attitudes, behaviors, and policy debates on masculinity. This normalization carries risks, as it can foster divisive narratives and reinforce regressive gender stereotypes.
Nevertheless, the study also reveals ambivalence and contradictions within manfluencers’ discourses, suggesting spaces for contestation and redefinition. Rather than monolithic voices, these influencers articulate varied and sometimes conflicting versions of masculinity, reflecting ongoing negotiations in societal understandings of gender. This fluidity provides a vista into how shifting gender identities are being constructed and contested in contemporary Estonia.
Ultimately, the research contributes to expanding the conceptual toolkit available to scholars interested in masculinity, gender studies, and digital culture. By bridging micro, meso, and macro analytical levels, it furnishes a comprehensive framework to appreciate how discourses operate across scales, shaping individuals and societies simultaneously. This integrative perspective advances understanding of how digital masculinities emerge within complex socio-cultural terrains.
As cultural debates around gender evolve globally, studies such as this remind us that masculine identity is far from static or universal. Rather, it is a contested, multidimensional landscape where historical legacies, institutional practices, and personal narratives converge and diverge. The Estonian manfluencers’ discourses exemplify this dynamic, offering critical insights into the ongoing remaking of masculinity in the 21st century.
By unpacking the layered discourses that inform male identities—from societal grand narratives to intimate emotional experiences—this pioneering research paves the way for nuanced conversations about gender, power, and identity in the digital age. It foregrounds critical questions about how masculinity is constructed and sustained, revealing both its fragility and resilience in the face of rapid social transformation.
Subject of Research: Contemporary masculinity discourses among Estonian male social media influencers ("manfluencers")
Article Title: Mainstreaming the manosphere: discourses of contemporary masculinity among Estonian manfluencers
Article References:
Lott, K., Murumaa-Mengel, M. & Marling, R. Mainstreaming the manosphere: discourses of contemporary masculinity among Estonian manfluencers. Humanit Soc Sci Commun 12, 602 (2025). https://doi.org/10.1057/s41599-025-04903-y
Image Credits: AI Generated
