Open Daily: 10am - 10pm | Alley door pickup 10am - 7pm 3038 Hennepin Ave Minneapolis, MN
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  • Open Daily: 10am - 10pm
    Alley-side Pickup: 10am - 7pm

    3038 Hennepin Ave Minneapolis, MN
    612-822-4611

Open Daily: 10am - 10pm | Alley-side Pickup: 10am - 7pm
3038 Hennepin Ave Minneapolis, MN
612-822-4611
Male Lifestyle Influencers Promoting Mental Health

Male Lifestyle Influencers Promoting Mental Health

Karagiorgou, Ioanna

Hardcover

Series: Routledge Critical Advertising Studies

AccountingGeneral ReferenceGeneral Sociology

ISBN10: 1041143591
ISBN13: 9781041143598
Publisher: Routledge
Published: Aug 5 2026
Pages: 94
Weight: 0.58
Height: 0.31 Width: 5.50 Depth: 8.50
Language: English

This book critically examines the intersection of influencer marketing, mental health promotion, and contemporary constructions of masculinity.

Focusing on male influencers in the United Kingdom, this study considers how Instagram has created space for the public expression and destigmatisation of male vulnerability while simultaneously commodifying mental health discourse. It explores how male fashion and lifestyle influencers leverage their branded selves, including through commercial partnerships, to frame mental health within commercial and cultural contexts, blurring the boundaries between wellness, self-care, and consumerism. Drawing on qualitative case studies and thematic content analysis of social media outputs, the author interrogates the ethical and regulatory gaps surrounding influencer promotion of wellness goods and services, raising urgent questions about accountability, transparency, and the monetisation of emotional well-being in digital advertising culture. Finally, this book introduces the concept of 'algorithmic depression' to describe how influencers' narratives of mental health are not only shaped by personal and cultural forces but also structured by platform algorithms that influence what forms of emotional expression are made visible, valued, and circulated.

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