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Taking into account the overlap between the public health discourses classifying pathologies and the modes  of subjectivation that are materialized in consumption discourses, the purpose of this article is to map  discourses on masculinity that are intertwined in the public health discourse on toxic masculinity. Based  on the methodological assumptions of the critical discourse analysis, we will analyze discourses that appeal  to modes of subjectivation in two campaigns carried out by SUS against toxic masculinity so that we can  explore the ways of exhorting male audience used by them. In these campaigns, it is possible to observe a  narrative about healthy masculinity in contrast to a sick masculinity, the displacement of the responsibility  for health from social institutions to an individual responsability, and elements to legitimate discourse  reinforcing the hegemonic masculinity in the same videos that aim to question it.

A masculinidade tóxica no discurso da saúde pública: estratégias de convocação dos homens em campanhas do SUS