This study examines the multifaceted construction of masculinity within the contemporary Nigerian celebrity landscape, specifically focusing on the transition from traditional Nollywood stardom to the digital paradigm of “platformed manhood.” As social media platforms, notably Instagram, become primary sites for identity performance, male celebrities are increasingly required to engage in intensive digital, aesthetic, and emotional labour to maintain visibility and commercial viability.
Through a critical analysis of selected male Nollywood celebrities – Timini Egbuson, Ebuka Obi Uchendu, and Broda Shaggi- this research explores how masculine identity is perpetually curated, marketed, and monetised within a global digital economy. The paper argues that this shift has intensified the pressures of masculine performance, necessitating a strategic blurring of private and public spheres. By integrating theories of platformisation and hegemonic masculinity, the study illuminates the ways in which Instagram serves as a site for negotiating power and authority while also reinforcing traditional links between masculinity and economic success. The findings suggest that while digital platforms offer new avenues for cultural influence and economic empowerment, they also impose significant burdens of surveillance and algorithmic governance, fundamentally reshaping the nature of celebrity and gender performance in the twenty-first century.
