The present doctoral thesis aims to reflect the discourse of the new manof western fashion and its media representations. From there, I propose to analyze the place occupied by young, black and brazilian peripheral identities in this space. For this, I carry out a literature review on the notion of gender in the West as a social construction, in order to think about the social hierarchies of masculinities. Then, I present the new man and contextualize the scenario of its emergence, identifying its different marketing categories. Then, I use the theory of social representations to think about the ways in which the media and fashion represent black bodies, establishing the black identities residing in Rio s favelas as a cut. Finally, I chose Mangueira favela, located in the north of Rio de Janeiro, to establish a comparison between these media images of the young favelado with the ways and fashions of young people from Mangueira posted on the social network Instagram.