A1 Journal article (refereed)
The ‘Mascara Boys’ : Performance, Subversion, and the New Pakistani Masculinity (2024)

Salam-Salmaoui, R., & Salam, S. (2024). The ‘Mascara Boys’ : Performance, Subversion, and the New Pakistani Masculinity. Gender Issues, 41, Article 3. https://doi.org/10.1007/s12147-024-09320-0

JYU authors or editors

Publication details

All authors or editors: Salam-Salmaoui, Rauha; Salam, Shazrah

Journal or series: Gender Issues

ISSN: 1098-092X

eISSN: 1936-4717

Publication year: 2024

Publication date: 23/01/2024

Volume: 41

Article number: 3

Publisher: Springer

Publication country: United States

Publication language: English

DOI: https://doi.org/10.1007/s12147-024-09320-0

Publication open access: Openly available

Publication channel open access: Partially open access channel

Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/93272

Abstract

This study offers an exploration into the performative expressions of gender and masculinity by the "Mascara Boys" in Pakistan. Situating the research within the frameworks of performativity theory and hybrid masculinities, the study investigates how these individuals subvert and challenge established masculinity norms through the strategic use of Instagram as a transgressive digital space. The findings reveal a multifaceted landscape where digital platforms act as both a stage and a catalyst for conversations on gender diversity, both within Pakistan and transnationally. The Mascara Boys emerge as agents of change who navigate complex intersections of socio-cultural expectations to embody a form of hybrid masculinity that is both locally informed and globally resonant. Through their intentional acts, they not only disturb entrenched heteropatriarchal structures but also contribute to a richer, more complex understanding of masculinity. The study concludes that their emergence as practitioners of hybrid masculinity within the Pakistani context signals a significant paradigm shift, urging a re-evaluation of normative gender roles and paving the way for a more inclusive discourse on gender diversity in Pakistan.

Keywords: performativity; gender; gender variance; masculinity; Instagram

Free keywords: performativity; hybrid masculinity; gender expressions; instagram; Pakistan

Contributing organizations

Ministry reporting: Yes

VIRTA submission year: 2024

Preliminary JUFO rating: 1