The view that 'masculinity' is bad for men's health prevails in much academic and media discourse. Yet solutions to the so-called men's health crisis invariably (and ironically) rely upon rather than challenge hegemonic forms of masculinity. Recent work in this area, influenced by the wider critical men's studies literature, has begun to highlight the multiple and complex ways in which masculinity is invoked to frame and account for both unhealthy and healthy practices.
In this talk I will draw on data from media texts, extracts from interviews and an online discussion forum. Discussion will touch on implications for theorising contemporary masculinities, and for men's health promotion.