Abstract
The article presents the first findings of a study that seeks to contribute to the understanding of the construction of masculinities and work in the northern border of Mexico, within the specific context of Tecate, Baja California. Its objective is to analyze the articulation between the demographic and economic development of the city of Tecate from the beginning and rise of the brewing industry and its link with the construction of masculinities through a narrative design. The narratives show a homosocial system whose central value is the figure of the strong man as a model of rational male employee facing the changes in the economic system.
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