Virility and male discourses: a “new man” for brazilian society

Abstract This article explores how the idea of virility was established through masculinist discourses present in the magazine Playboy Brazil in the 1980s; and how these discourses helped to create a new pattern of masculinity. Through a qualitative approach that emphasizes the importance of the information generated from a careful and critical look at the written sources, the journal’s columns and articles are revisited from the perspective of the discourse analysis proposed by M. Foucault, with a view to apprehending how the social subjects presented by the journal are constituted. The results show that the magazine spread a new ideal of virility that directly affected the sexuality and masculinity of the so-called “new man”.

摘要 本文探析了1980年代《花花公子巴西版》（Playboy Brazil）中男权主义话语（masculinist discourses）所确立的阳刚气概（virility）理念，以及此类话语如何助力构建新型男性气质（masculinity）范式。本文采用定性研究方法（qualitative approach），强调通过审慎且批判性地审视书面文献以获取信息的重要性，并依托米歇尔·福柯（M. Foucault）提出的话语分析（discourse analysis）视角，重新审视该杂志的专栏与文章，以期厘清杂志所呈现的社会主体的建构路径。研究结果显示，该杂志传播了一种全新的阳刚气概理想，这一理念直接影响了所谓“新男性”的性观念与男性气质。