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

RAUHA SALAM-SALMAOUI

RAUHA SALAM-SALMAOUI

Department of Language and Communication Studies, University of JyväskyläFinland
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SALAM-SALMAOUI, RAUHA
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SHAJEE HASSAN

SHAJEE HASSAN

Department of Communication Studies, University of SargodhaPakistan
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SHAZRAH SALAM

SHAZRAH SALAM

Department of English, Bahauddin Zakariya UniversityPakistan
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SALAM, SHAZRAH
  
19. Mai 2025
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Online veröffentlicht: 19. Mai 2025
Seitenbereich: 130 - 149
DOI: https://doi.org/10.2478/njms-2025-0008
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© 2025 RAUHA SALAM-SALMAOUI et al., published by Sciendo
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Figure 1

Theme distribution across content types
Theme distribution across content types

Figure 2

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

Figure 5

Zafar in Pakistani, Arab, and Western attire
Zafar in Pakistani, Arab, and Western attire

Figure 6

Distribution of Zafar’s attire across posts, IGTV videos, and stories
Distribution of Zafar’s attire across posts, IGTV videos, and stories
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