In this article, the concept of gender is tackled as a socio culturalconstruction, which determines a hierarchy that includes and put peopleon the margin from its representation of male and female acts, idealfor a social group. Gender discourse differentiation is the product ofseveral social technologies such as communication media, institutionaldiscourses, several epistemologies, and daily life actions. The concept of hegemonic masculinity and its representation in audio-visual productsis examined through a semiotic analysis of male characters in theseries Parks and Recreation (Daniels and Schur, 2009). The analysisoffers examples of masculine hierarchy and features of hegemonic,subordinated, alternative, and marginal masculinities.