Abstract
Social media is a central arena where Indigenous and minority populations negotiate cultural identity, belonging and wellbeing. For young Pacific men in Aotearoa New Zealand (NZ), these digital spaces intersect with long-standing cultural expectations of masculinity, creating both opportunities for connection and risks to mental health. Although Pacific communities are among the most digitally engaged in NZ, they continue to face disproportionate mental health inequities, with Pacific men particularly shaped by cultural norms of service and provision. This study explored how social media influenced expressions of masculinity and wellbeing among young Pacific men, a group largely absent from current scholarship. A qualitative, phenomenological design was employed, guided by the talanoa method as a culturally grounded and dialogical approach. Fifty Pacific males aged 18–30 were recruited through universities, churches and community groups in Auckland, New Plymouth and Dunedin. Talanoa sessions were conducted in participant-chosen settings, audio-recorded, transcribed and analysed thematically. Two key themes emerged. Digital masculinity highlighted how platforms intensified pressures of financial performance, reinforced emotional suppression and fostered comparison cultures that undermined wellbeing. Digital shame showed how gossip, cultural taboos and stereotyping extended individual actions into communal reputations, producing collective embarrassment and fractured relationships. These findings reveal that online interactions among young Pacific men are deeply relational and culturally embedded , carrying significant implications for wellbeing. The study underscores the urgent need for Pacific-led digital wellbeing initiatives that recognise masculinity as culturally situated, addressing both the possibilities and risks of social media.