For generations, boys have counted on their dads and even TV to teach them how to be men.

But now, masculinity is something that is also taught online.

A new study from Common Sense Media found nearly three-quarters of boys, between the ages of 11 and 17, regularly see digital masculinity content. Most often, it’s about making money, building muscle, and content about fighting, weapons, or guns.

Jim Steyer, the CEO and founder of Common Sense Media, told NBC that these sources include social media influencers.

“They are hearing over and over again the same thing: You can’t show weakness,” Steyer said. “You don’t want to be a wimp, and what it does to kids ‘ self-esteem and self-image is really damaging.”

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