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Reframing masculinity: Male beauty influencers, hybridity, and the digital Pakistani diaspora Cover

Reframing masculinity: Male beauty influencers, hybridity, and the digital Pakistani diaspora

Nordic Journal of Media Studies
Volume 7 (2025): Issue 1 (May 2025)
By: RAUHA SALAM-SALMAOUI,  SHAJEE HASSAN and  SHAZRAH SALAM  
Open Access
|May 2025

Figures & Tables

Figure 1

Theme distribution across content types

Figure 2

Zafar endorsing beauty brands Source: Zafar, n.d.

Figure 3

Zafar’s question/answer session Comments: Zafar stated the following in this story [translated]: May all your problems be solved. Formulas are for mathematics and algebra, why are you using formulas in creams? Even if you add toilet cleaner to the creams, your colour won’t be like other people. You should embrace your complexion. I always say work on your glow, your face, hands, and ankles should all be of the same colour. Understood my dear? So, if you need a recommendation for this, then use “Allure Cream”, because Allure skin brightening cream by Rija Skincare is not loaded with mercury and things that are bad for your skin. Come out you childless woman (authriye)! (while opening the box of cream). This is safe and effective, and it has hyaluronic acid, niacinamide, and alpha arbutin, which will make your skin complexion the same, and your skin will glow. Work on getting your glow. Don’t say stupid (boongiyan) things. Source: Zafar, n.d.

Figure 4

Zafar performing Umrah Source: Zafar, n.d.

Figure 5

Zafar in Pakistani, Arab, and Western attire

Figure 6

Distribution of Zafar’s attire across posts, IGTV videos, and stories
DOI: https://doi.org/10.2478/njms-2025-0008 | Journal eISSN: 2003-184X
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Language: English
Page range: 130 - 149
Published on: May 19, 2025
Published by: University of Gothenburg Nordicom
In partnership with: Paradigm Publishing Services
Publication frequency: 1 issue per year
Keywords:
male beauty influencer,
digital diaspora,
gender norms,
hybridity,
Ken Doll Dubai
Related subjects:
Social sciences,
Communication science,
Mass communication,
Public and political communication,
Visual communication

© 2025 RAUHA SALAM-SALMAOUI, SHAJEE HASSAN, SHAZRAH SALAM, published by University of Gothenburg Nordicom
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

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