Alpha Male: The New Representations

This article analyzes how media representations of the new masculinity — especially on the covers of GQ Brasil and L'Officiel Hommes magazines — are constructed through the appropriation of discourses historically associated with non-hegemonic groups, such as women and LGBTQIA+ people. Based on the concepts of hybrid masculinity and half-plagiarism, we seek to demonstrate how this borrowing of discourses from other groups can cause a silencing and a historical erasure of these groups, through an analysis of the discourse of the magazine covers of Marcos Mion for GQ Brasil and Jose Loreto for L'Officiel Hommes. We can observe that this silencing influences the construction of the subject's identity and leads to a political unfeasibility of the bodies, maintaining the order of the already existing sensible.