**Abstract**

This article analyzes the concept of "new masculinity", a term that has been used excessively to boast about a series of changes concerning men's discussions, habits, practices, and behaviors that point towards more just gender relations. However, in the digital era, it is crucial to observe the role the culture industry and pseudo-intellectuals, or "prosumers" play in the construction and reconstruction of masculinity, in the emergence of a media configuration that provides great benefits to capitalism and helps preserve patriarchal privileges. Recognizing the trajectories and mutations that male chauvinism, sexism, and the patriarchy have experienced with the goal of adapting to the neoliberal and culturalist current of the times, makes it possible to demonstrate the media contraptions that contribute to perpetuating models that, celebrated as "new", maintain strong links to traditional masculinity founded upon gender inequality. This will allow us to explain the "neo-chauvinist" and "retrosexist" trends that emerge in responses to viral feminism, as a strategy to continue perpetuating gender violence, both physical and symbolic.

**Keywords:** masculinities, sexism, hispter, neo-chauvinism, retrosexism, feminism, prosumerism
