This article discusses the representation of black men in Brazilian “telenovelas” (TV Globo) in the 2000s. The research corpus is composed of 53 Brazilian “telenovelas”, presented in three showtimes: 18, 19 and 21 hours. First, a survey was made about the presence of black characters in Brazilian “telenovelas”. Then, from the results obtained, the research conducted an analysis of the representation of black characters in some of those products. Despite this new context of representation, so hegemonic, black characters still remain mostly with non-prominent roles in the narratives. However, some "advances"were observed and categorized in three ways: black as protagonist, nuclei blacks and blacks as villains.