Masculinity as plasticity: exploring masculinity in times of mediatization and biomedicalization

This article critically examines masculinity as a dynamic and malleable construct, conceptualized through the lens of plasticity. Drawing on empirical studies of male self-representation on YouTube, it explores how masculinity is increasingly shaped by biomedical and media technologies. Practices such as the use of pharmaceuticals and mediated self-display illustrate how masculinity is continuously molded and aestheticized. The article situates these practices within broader theoretical frameworks, including hegemonic, inclusive, and hybrid masculinities, while also addressing the cisnormative biases that continue to dominate studies of men and masculinity. By rethinking masculinity as plasticity, the article challenges traditional notions of gender as biologically fixed, highlighting the physical and psychological adaptability of masculine identities. It emphasizes the interplay between biomedicalization and mediatization as key forces that sculpt contemporary masculinities, transcending binary gender assumptions and fostering more inclusive understandings of gendered identities in an increasingly digital and technologically mediated world.