Acceso abierto

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
Perfil de Orcid
Buscar este autor en
Sciendo|Google Scholar
SALAM-SALMAOUI, RAUHA
, 
SHAJEE HASSAN

SHAJEE HASSAN

Department of Communication Studies, University of SargodhaPakistan
Perfil de Orcid
Buscar este autor en
Sciendo|Google Scholar
HASSAN, SHAJEE
 y 
SHAZRAH SALAM

SHAZRAH SALAM

Department of English, Bahauddin Zakariya UniversityPakistan
Perfil de Orcid
Buscar este autor en
Sciendo|Google Scholar
SALAM, SHAZRAH
  
19 may 2025
Reframing masculinity: Male beauty influencers, hybridity, and the digital Pakistani diaspora's Cover Image
Acerca de este artículo
Artículo anterior
Artículo siguiente
Cite
Descargar portada
Publicado en línea: 19 may 2025
Páginas: 130 - 149
DOI: https://doi.org/10.2478/njms-2025-0008
Palabras clave
© 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
Idioma:
Inglés
Calendario de la edición:
1 veces al año
Temas de la revista:
Ciencias sociales, Ciencias de la comunicación, Comunicación de masas, Comunicación pública y política, Comunicación visual
RSS Feed de revista