Objective: to inquire about the representation of masculinity in the narrative of the series "El Cartel de los Sapos" as perceived by college students. Method: it was developed through a qualitative type research, which used focus groups comprised of 10 young college male students. Thematic analysis was used as well as the Atlas Ti, version 7.0 processing tool, to identify consistencies and relations between categories and subcategories. Results: there is evidence of three aspects that affect assessments received by the students: (1) masculinity, (2) power, and (3) models of life. One may observe an internalization of roles, jargon, and postures, imaginary associated with the exercise of masculinity permeated by the legitimacy of violence and the exercise of power built from models of life adopted by the characters, as well as the messages transmitted by the series. Conclusions: it is necessary to guide intervention strategies inviting the active participation of the actors who develop these contents from the audiences which are aimed, that invite critical reflection which address the various dimensions and aspects of communication for the deconstruction of the collective imaginaries that culturally emerge from the series.