The background to the study is to see how men as sex buyers are presents in two tabloids, Aftonbladet and Expressen. Not least which social identities ascribes to them and if they are put in a broader social context. Media can be seen as active participants in the society. Media texts are often presents as a conveyer of a reflection of reality. It is the image of men as sex buyers as the media texts conveys and what truths and aspects they highlights that the study would look into. Two databases was used to find the media texts and analyzed on the basis of previous research on prostitution, gender- and masculinity theories. A discourse analysis approach was used as a method. The result shows that men usually paired with a number of different social identities. It could be about what jobs they have, how their economic status looks like, which marital status they have and what sexual needs they have. The problems of men as sex buyers falls on an individual level, combined with their immediate environment. Something that is frequently neglected in the texts is to put the purchase of sex buyers in a larger societal context and discuss issues of gender order and to see the buying of sex in terms of a lack of equality.