Traditionally no, but there's no reason not to. I put it on all my male models when I do shoots - under cheekbones, around jaw, sides of nose, eye crease, center of cupids bow. I then highlight browbone, top of cheekbones, center of forehead, cupids bow, and fill in the top outer section of the eyebrows. On the day-to-day I don't recommend highlighting for guys but contour is easy and not obvious.
The key is NOT to use bronzer or a powder "2 shades darker than your skin tone" as most will advise to but do use a powder the colour of the shadows on your face. In my case (very fair) that means a purple-grey-brown. I use a narrow brush that's about 1/4" wide.
If it's for a picture you can put on 2x a much, plus a non-shimmery highlighter.
Generally I recommend you wear a silicone-based primer as men have larger pores and it also makes things stay for longer.
Eyebrow shape is so important for the whole face. Of course the ideal is almond eyes (higher at outer edges than inner) and eyebrows to match - look at any top model, male or female. If you've got a very round eye shape and eyebrows that go down rather than up, then pluck those suckers at the bottom outer corner and fill them in on top. Or get hairstroke cosmetic tattoo - yes even guys, it's more common than you think.
Example -
Here's a good tutorial about contouring. -
http://www.maskcara.com/maskcara/2012/11/10/hac-yourself-flawless/ For men I do a line under the cheekbone and then a line downwards (like this
http://s5.postimg.org/peq1ao2p3/mens_hairstyles_fashion_trends_2012_2013_cool_ha.jpg)
If you ever why models have such ridiculously prominent cheekbones in pictures, it's because they add a lot of makeup to already good bone structure. Kim Kardiashian and J Lo also use loads of contouring
