This chapter explores the relationship between brain, media technology and young heteromasculinity by analyzing contemporary discussions about boys and pornography addiction. While concerns about these issues have been raised in many Western societies for some time, my starting point is recent debates in Sweden, where neuroscience has become a dominant way of framing pornography consumption. I further my discussion by analyzing Gary Wilson’s Your brain on porn, which has been influential to anti-pornography activists and young men desisting from pornography. Central to his claims about pornography addiction is plasticity, which presents the brain as becoming, but also reduces subjectivity and corporeality to mere brain processes. While pornography addiction discourse may make young men to passive recipients of mediated sex, constituting themselves as cerebral subjects also enables a neuro-based care of the self where they are encouraged to abstain from pornography.