ABSTRACT
This chapter provides a review of the health outcomes and service utilization patterns of Canadian and American rural men and discusses how the rural context may both positively and negatively influence rural men’s health. It focuses on rural gender norms and shows how the norms create a unique social atmosphere that influences how rural men’s health is both conceptualized and performed. The chapter aims to identify how rural men’s gender identities can expose and protect them from potential health threats. It highlights the importance of choosing an appropriate rural characterization, as the lack of congruency between definitions creates different depictions of what is or is not rural and what can be considered rural health needs and resources. Resiliency and stoicism are core elements of traditional rural embodiments of masculinity that emphasize that a rural man ought to be tough, keep to himself, and avoid displays of emotion.
