Young men's health promotion and new information communication technologies: illuminating the issues and research agendas

The article examines the use of newer, interactive information and communication technologies (ICTs) in young men's health promotion (HP), drawing on gender theory, HP research and evidence on young men's Internet usage. The focus is on highlighting an agenda for research in terms of emerging issues. New forms of social media ICT (for example ‘web 2’-based on-line social networking sites, micro-blogging services, i-phones and podcasts) have the potential to enable young men to engage with health information in new and interesting ways. Given concerns about young men's engagement with health services, innovative ICT formats, particularly using the Internet, have been tried. However, issues persist around surfing ‘addiction’, quality control and equal access. Approaches to HP using new ICTs offer distributed control over information content and quality and a lay social context for accessing information. Online communities can potentially legitimize young men's participation in discourses around health, and support sustained engagement. The article discusses how this could support young men to re-conceptualize healthy choices in the context of masculine imperatives and responsible citizenship if specific conditions are met (for trusting engagement) and risks addressed (such as commercial disinformation). The skill requirements for young men to engage effectively with new ICTs are explored, focusing on health literacy (HL). It is predicted that social marketing approaches to HP for young men will increasingly include new ICTs, making specific requirements for HL. These approaches may appeal narrowly to hegemonic masculinities or broadly to multiple masculinities, including those historically marginalized. Recommendations are made for future research.