Lots of people now share personal accounts of their health and wellbeing and tips on how to improve the same. Indeed, a whole sub-genre of motivational videos on systems such as Youtube has emerged in which individuals discuss their success and failures with various healthcare products. Within that sub-genre, there are also “bro-science” videos.
This sub-genre is commonly frequented by male bodybuilders looking at how to improve themselves their sport, but there are other bro-science video producers who consider products for baldness and other generally male “afflictions” and putative remedies for such conditions. UK psychologists have studied dozens of bro-science videos on this topic on Youtube with a view to understanding what motivates these amateur motivators to create their videos.
Understanding the gendered concept of bro-science videos also represents an intriguing and pertinent avenue of investigation in the social sciences, especially given that women also create and watch similar videos.
McNeill, A. and Sillence, E. (2018) ‘Motivations and stake management in producing YouTube ‘bro-science’ videos for baldness treatment‘, Int. J. Web Based Communities, Vol. 14, No. 2, pp.97-113.
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