This article discusses representations of masculinity and care of the self in an online community of Men's Health magazine readers. Based on the analysis of topics and posts in virtual communities, this article interrogates issues such as the tensions around the opposition homosexual / heterosexual in readers' self-definitions, and the focus on a body designed as healthy and manly. The goal is to address the construction of a masculine self-image among those readers, drawing on themes, problems and techniques of the self that are present in the magazine, but especially beyond, which relates to a particular style of masculinity where self expression by means of body exposure plays a crucial role.
Anthropology of the body; sexuality; cyber culture; social networks