The deliberations undertaken in the article are a fragment of a broader research project into the social and cultural position of the modern male. This issue poses the question about the extent and activity areas in which men presenting themselves relate to traditional characteristics of the personal model of the male, and those in which one can find new elements brought about by contemporary social, economic and cultural reality. The starting point for empirical analysis is marked by two basic issue - efficiency and auto-presentation, treated here as sensitising ideas. The main focus is on one of two most important efficiency factors-activities, divided into general and particular ones. On their basis, quality analysis of visual material is conducted, which constitutes the starting point in searching for and diagnosing changes as well as constructing the contemporary concept of manhood.