Exploration of Tiktok’s Masculinity Representations in Influencing Gender Attitudes Among Selected Kenyan Male Youths in Nairobi County

Abstract

This qualitative research study explored how masculinity is represented on TikTok and how these portrayals influence gender attitudes and behaviours among selected Kenyan male youth in Nairobi County. The study was guided by Gender Performativity Theory and Framing Theory, which provided a framework for understanding how masculinity is constructed, performed, and interpreted in digital spaces. The study pursued the following specific objectives: (1) to analyse the diverse representations of masculinity on TikTok portrayed by selected Kenyan youth in Nairobi County, (2) to explore the perceptions of Kenyan male youth in Nairobi County regarding masculinity representations, and (3) to examine the impact of masculinity representations on gender attitudes and behaviours of selected Kenyan male youth in Nairobi County. Using purposive sampling, ten male TikTok influencers aged 18–34 with over one million followers and based in Nairobi were selected. Data were collected through non-participant observation of their videos and accompanying viewer comments, analysed using a detailed coding manual and thematic content analysis. The findings revealed that modern masculinity (marked by emotional openness, stylish grooming, and inclusivity) was the most dominant representation, while traditional and fluid masculinities were also evident. Viewer reactions varied widely: some celebrated non-conforming portrayals, while others expressed hostility rooted in traditional gender expectations. The study found that TikTok content significantly influenced viewers’ gender attitudes and behaviours, as evidenced by comments reflecting admiration, desire to emulate influencer styles, and adoption of their expressed gender ideologies. This underscores TikTok’s dual role as a space for both challenging and reinforcing gender norms. The study concluded that TikTok is a site of cultural negotiation, where progressive and conservative masculinity ideals coexist and contest. Recommendations include integrating media literacy and gender education into youth programs, empowering influencers to foster inclusive content, and promoting collaborative initiatives among researchers, media professionals, and policy actors. The study contributes to digital media and gender studies by highlighting TikTok’s role in shaping evolving masculinity narratives within African urban contexts.