This research focuses on the specific interaction between toxic discourse and entertainment platforms in the context of masculinity content on social media. Notably, in the last years, there has been an increase of what has been called “manfluencers”, both as individuals (e.g. Andrew Tate, Joe Rogan, Myron Gaines – as well as women, like Hanna Pearl Davis ) and podcasts (Whatever podcast, Fres&Fit Miami, etc.).

Indonesia has had the highest level of generosity in the world in the last five years. This philanthropic culture is represented by viral content on YouTube and is welcomed by content creators, who increasingly produce content about donations to the poor. In this research, I call these “giving-to-others videos” to distinguish them from organized “donation” videos. Videos that depict poverty and heroes who help in surprising ways are popular among Indonesian viewers