The study Naked men sell - if the Love Island viewers choose analyzes the reality show Love Island and how it portraits masculinity. Through a semiotic image analysis, the study examines visual content based on challenges performed during the episodes. The purpose of the thesis is to find masculine stereotypes and clarify the impact they might have on individuals but also society. The video sequences retrieved in 2019 and 2021 define how media portrays gender roles in one of today’s most popular reality shows. The frequent occurrence of gender-normative stereotypes is certainly a fact in today's media culture. The theoretical frameworks representation, gender theory, hegemonic masculinity, the male gaze and objectifying form the basis for the analysis which is based on the five selected sequences. As a result of the analysis, we were able to establish a problematic representation of masculinity in the show. Lastly the thesis illustrates a male dominated, objectifying and heteronormative context. The video sequences reproduce the participants based on stereotypical traits such as how they dress, their body language, props and focus etcetera. Gender is presented in a way that can be perceived as monotonous and unreal. The show creates a fictional picture of gender since representation is a construction of reality.