Masculinidade (em) revista: apropriações, negociações e resistências entre leitores da Men’s Health.

This article analyzes the process of identity construction male readers from the appropriation of representations on masculinity at the Men's Health magazine. Then, was realized study of reception with six assiduous readers of the magazine. Were applied in-depth interviews, structured from categories that correspond to the contemporary construction of masculinity (beauty/sexuality, consumption, work and family). It tried to be noted different forms of appropriation and resistance to this discourse hegemonic masculinity on the construction of identity of these individuals. In conclusion, it was noticed that the media still takes on the role in identity formation of their receptors -which, in time, ranging from upgrading the standard of masculinity of the "new man" to the maintenance of traditional values. [ABSTRACT FROM AUTHOR]