This article presents an analysis of the makeover reality show Real Men, which was broadcast on Swedish television in 2016. The analysis shows that Real Men – like other shows of its genre – functions as a form of ‘governmentality’ through which forms of neoliberal subjectivity are propagated and pedagogically enforced on ‘bad subjects’. However, the show surpasses the genre conventions by questioning the authority of the norms and values (i.e. middle-class, cosmopolitan and urban values) that are being propagated and in letting the values held by the working-class men on the show eventually be victorious and accepted within the narrative. The purpose of this article is to try to make sense of a popular cultural artefact such as Real Men against the background of the crisis of legitimacy for the neoliberal ideology and the rise of (right-wing) populism, and to try to understand how the forms and genres of popular culture transform and respond to this changing political context. © The Author(s) 2018.