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 本文探讨了1980年代《花花公子巴西版》（Playboy Brazil）中的男性主义话语如何建构男子气概的概念，以及这些话语如何助力塑造新型男子气质范式。本研究采用定性研究范式，着重强调通过细致且批判性地研读书面文本以获取研究信息的重要价值，借助米歇尔·福柯（M. Foucault）提出的话语分析视角，重新审视该期刊的专栏与文章，以期探析该期刊所呈现的社会主体的建构过程。研究结果表明，该杂志传播了一种全新的男子气概理想，这直接影响了所谓“新男性”的性观念与男子气质。