ABSTRACT
This chapter focuses on variations in perceptions and conceptions of the word "macho" held by Mexican and Latino men. The chapter shows that how Latino men themselves perceive the word "macho" and how they describe men who are considered "muy machos." A number of consistent themes are found among the men who were classified as viewing the word "macho" in a negative light. These are synthetic/exaggerated masculinity, male dominance/authoritarianism, violence/aggressiveness and self-centeredness/egoismo. As true of men who were classified as negative toward the word "macho," several themes were discernible among those classified as positive. As with the negative themes, they are separate but overlapping. These are assertiveness/standing up for rights, responsibility/selflessness, general code of ethics and sincerity/respect. The close parallel between negative and positive macho traits is reminiscent of Vicente T. Mendoza's distinction between genuine and false macho.
