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In this article it is argued that warrior masculinity has become influential in Norwegian contemporary media and popular culture. The author focuses specifically on the men's magazine Alfa launched in 2010 and which produced a media discussion on the representation of Norwegian soldiers in Afghanistan. The soldiers were presented in the magazine as warriors and stated that killing was better than sex. Warrior masculinity is not unique to Alfa; it can also be seen in other areas of Norwegian contemporary culture in popular practices such as paintball and airsoft.

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