This article, based upon the idea that in non formal University spaces important processes of identity construction take place, presents an empirical study conducted in consonance with notions of the cultural studies, in relation to the issues of identity, power, sexuality and gender. The context of the study was a public university and the data was obtained mainly through the observation of hazing activities and interviews conducted with Pharmacy students. We have evidenced ways through which hazing constitutes a modern power technology. Situations were identified in which sexism, homophobe meanings and moral harassment prevail, always represented as jokes. Meanings on sexuality were found intertwined with gender and consumerism aspects: the bodies were exposed and subjected to processes which exclude what was seen as "not normal", reinforcing the hegemonic identity. Such discourses and practices build knowledge and social meanings and should receive greater attention by the University.
educational background; sexuality; gender; hazing; identities