Research contends that men have lower help-seeking behaviour than women, especially on issues regarding mental health and lifestyle. While problem pages are considered to be a feminine genre, recent changes to the problem page format, namely the advent of the internet and the emergence of agony uncles, would appear to have democratised advice columns for use by both sexes. This paper investigates the possibility that men might use this popular cultural form as an informal form of advice seeking. A content analysis of Ireland's only male agony uncle website www.worldweary.com was conducted to see if men look for help from this agony uncle and what types of issues they consult him about.
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