‘We are aspiring to something that is not achievable by natural means’: a material-semiotic rendition of ‘technologies of the self’, steroid use, and social media among queer men in Winnipeg, Canada

This study examines the socio-cultural dimensions of anabolic-androgenic steroid use among queer men in Winnipeg, Canada, addressing a gap in research that often focuses on risks and harms. Using qualitative methods, 17 semi-structured interviews were conducted with current, former, and potential anabolic-androgenic steroid users. Findings reveal that anabolic-androgenic steroid use extends beyond individual health risks, acting as a 'technology of the self' that fosters physical transformation, personal empowerment, and social belonging. Participants highlighted the influence of social media and queer community aesthetics, navigating tensions between idealised body norms and lived realities. For many, anabolic-androgenic steroid use enhanced self-worth and social connections but simultaneously reinforced hegemonic masculinity and systemic inequities, particularly for men of colour. These practices reflect deeply intertwined relationships between the body, identity, and notions of community. The study criticises interventions narrowly focused on harm, advocating for compassionate, culturally informed policies that address the lived experiences and aspirations of queer men who use anabolic-androgenic steroids. By situating their use within broader socio-technical and ethical fields, the research calls for nuanced approaches that acknowledge the intersecting pressures shaping engagement with body enhancement practices.