Project Team:
Dr Cristina Costa, Durham University, UK
Gladstone terrace centre for young people, Gateshead, UK
This EPSRC-funded project investigates how vulnerable young men engage with the digital world and how these experiences influence their sense of self-worth and mental health and wellbeing (MHW). In an era of constant digital connectivity, social media content creators, also known as digital influencers, play a powerful role in shaping opinions, attitudes, and values, sometimes fostering a false sense of belonging and relation with oneself. Some popular online celebrities exemplify the resurgence of ultra-masculinity online, raising urgent questions about the role of digital technologies in promoting healthier, more inclusive models of masculinity and social relations in general.
Why it is important to research digital masculinities
Young people – of all genders – today navigate complex digital spaces where identity formation, self-expression and social interaction are deeply intertwined with their digital engagement. These interactions can significantly impact their self-conception, which is a key predictor of mental health, through exposure to influencers and communities that often perpetuate toxic norms. Understanding the issues that digital influencing helps surface is critical for creating supportive environments that empower young people of all genders, rather than harming them.
Projected outcomes and impact
Although the project is still in progress – please check back for updates as we continue to share findings and resources on the website – its primary goal is to inform technology design, policy, and practice by exploring how digital practices intersect with mental health and wellbeing.
The project also aims to establish a network of mentors who can assist young people in navigating the impact of interacting with digital content creators. By fostering inclusive digital spaces and promoting healthier models of masculinity, we aim to support young men and young people more broadly in shaping positive identities in digital environments.
- The research team thanks the project funder EPSRC and NorthFutures for the funds to conduct this project.
Associated publications:
Costa, C. (2026a). Being a critical thinker online. https://doi.org/10.5281/zenodo.19337893
Costa, C. (2026b). Critical Thinker online (primary school). https://doi.org/10.5281/zenodo.20133816
Costa, C. (2026c). Digital Influences and conceptions of masculinity: Rethinking wellbeing through a lens of interpersonal recognition. https://doi.org/10.5281/zenodo.19499566
Costa, C., & Oliver, M. (2026). Growing Up in the Online World: DSIT Consultation Response. https://doi.org/10.5281/zenodo.20665672