Masculinity, Media, and Mental Health in Hong Kong

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Apr 25

A recent report titled “Young Men’s Health in a Digital World,” based on data from over 3,000 participants, was published by Movember this week. It examines how online content related to men and masculinity affects the health and well-being of young men aged 16–25 in the United States, the United Kingdom, and Australia.

In recent years, influencers, podcast hosts, and TikTok creators have filled digital spaces with messages aimed at young men. Approximately two-thirds of the young men surveyed regularly engage with content from influencers focusing on men and masculinity. This content is mainstream and day-to-day, attracting millions of followers. Their content encompasses a wide range of themes that resonate with young men, including fitness, financial success, and relationships.

Diverse Themes and Appeal

The content covers a wide range of themes that do resonate. Beyond the content itself, the sense of community and shared views contribute to their appeal.

Impact on Health Outcomes

The study highlights a significant gap in our understanding how this online content affects the health outcomes of young men. While the content can offer support and a sense of belonging, it may also perpetuate harmful stereotypes and negatively impact mental and physical health.

“Men and masculinity influencers appeal to young men as entertaining, motivating, and inspiring: While primarily engaging with influencers for entertainment, many young men reported acting upon influencers’ advice. Those acting on this advice described greater positive emotion as an outcome (i.e., felt motivated, happy, or purposeful) than negative emotion (i.e., felt anxious or unhappy).”

Men who interacted with the content felt more optimistic.

The Paradox

These same, more optimistic men were also more likely to report worse mental health outcomes, a reduced willingness to prioritise their mental health, and higher rates of risky health behaviours.

Men who regularly engage with men and masculinity influencers saw self-reliance and emotional control as the most important traits to embody.

“Young men watching men and masculinity influencers were also more likely to associate an inability to control one’s emotions with personal weakness and failure in men.”

Men who follow masculinity influencers often end up with a narrower view of gender roles. Compared to those who don’t watch this content, they’re more likely to hold strong beliefs about women and what relationships should look like. Many also express frustration around dating, in the study saying things like women are rude or that men and women have totally different values when it comes to dating. In response, the internet can provide advice, self-improvement tips, or quick fixes to make sense of it all.

So how can this be? How can they feel optimistic but at the same time report worse mental health outcomes?

The Promise

Masculinity influencers often sell a message of radical self-improvement:

Get fit
Start a business
Escape the 9–5
Attract women
Become a higher value person
Break out of mediocrity.

It sounds empowering, but only if the person already has some degree of stability or privilege: a support network, time and money.

The Reality

Here’s where the paradox comes in:

Many young men consuming this content lack family support, capital, or access to the necessary tools. They might live in precarious conditions—economically, socially, or emotionally.

So when the advice fails to deliver a breakthrough, the message becomes: “You must be the problem.” And that’s incredibly isolating and damaging.

Why It Hurts More Than It Helps

This kind of content creates false hope, leading to disappointment when change doesn’t happen. Instead of questioning the system, people often blame themselves, feeling shame and guilt.

The Core Paradox

“You’re not enough” (so buy into this version of masculinity)… “But you can be enough” (if you hustle hard enough). Yet when you fail, it’s not the system - it’s you.

Challenge Systems, Not Individuals

This isn’t a mindset issue; it’s a structural one. Hong Kong’s realities make it even more important to shift the blame from individuals to the systems around them.

The Structural Realities in Hong Kong

Cost of Living: Housing is unaffordable. Many people live with family into their 30s or 40s. That’s not failure; it is the only possibility. “Move out, build your empire” isn’t realistic when rent is half or more of a monthly income.
Work Culture: Long hours are considered ‘normal’ in many industries. “If you can’t cope, leave.” There’s little time or energy left for “side hustles” or pursuing your empire. Taking a break is often seen as a weakness.
Mental Health Stigma: We are still discouraged from expressing emotional needs. For men, there’s pressure to be the provider, even when the economy doesn’t allow for it. Mental health support remains unaffordable for many.
Class and Opportunity Gaps: Success often depends on family networks, access to expensive schooling, and proficiency in language. Many people lack the “starting capital” financial, emotional, or social to build a business or brand.

The Tone

“If you’re broke, lonely, and lost - it’s your fault. Try harder.”

It completely erases: