The Articulation of Masculinities amongst Men who Use(d) Image and Performance Enhancing Drugs

The motivations for consumption of Image and Performance Enhancement Drugs (IPEDs) have been widely explored in recent years, particularly due to the identification of wide-ranging associated public health concerns. The majority demographic of those consuming these substances are men, primarily utilising these substances in pursuit of physical appearance and/or performance goals. Historically, consumers of IPEDs were understood to be those predominantly intent on athletic pursuits, for sporting performance or bodybuilding. More recently, though, there has been greater diffusion of these substances, with growing non-sporting populations consuming them in pursuit of increased muscularity or other body image goals. A novel mixed-methodologies approach consisting of two studies was utilised, consisting of a netnography investigating posts across four major online fitness forums, and a cross-sectional survey investigation, involving an in-depth qualitative analysis utilising images and original data. Results suggest that societal contemporary ideals of the masculine body, particularly as they are presented online and, in the media, are increasingly sexualised. This objectification then fosters the internalisation of body image concerns, ultimately influencing the motivation for the consumption of IPEDs. Hence, it becomes imperative to recognise masculinities as a pivotal focal point for the facilitation of efficient harm reduction strategies and the development of educational resources pertaining to IPEDs.