Abstract

Short-video platforms have become influential spaces where young men encounter negotiate and reproduce ideas about masculinity status success and gender. Recommendation algorithms continuously select content based on engagement patterns potentially increasing exposure to particular representations of male identity. This paper examines how algorithmically curated short-video environments influence young men’s understandings of social status economic success physical appearance relationships and gender roles. Drawing upon recent scholarship on digital masculinity influencer culture algorithmic recommendation and youth identity formation the study argues that short-video platforms can transform masculinity into a highly visible and measurable form of digital performance. Content presenting wealth physical strength emotional control entrepreneurial achievement and heterosexual desirability may receive repeated exposure because of its engagement potential. At the same time young men can enc