Light, BA, Fletcher, G and Adam, AE 2008, 'Gay men, Gaydar and the commodification of difference' , Information Technology and People, 21 (3) , pp. 300-314.
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Purpose To investigate ICT mediated inclusion and exclusion in terms of sexuality through a study of a commercial social networking website for gay men Design/methodology/approach The paper uses an approach based on technological inscription and the commodification of difference to study Gaydar, a commercial social networking site. Findings Through the activities, events and interactions offered by Gaydar, we identify a series of contrasting identity constructions and market segmentations which are constructed through the cyclic commodification of difference. These are fuelled by a particular series of meanings attached to gay male sexualities which serve to keep gay men positioned as a niche market. Research limitations/implications The research centres on the study of one, albeit widely used, website with a very specific set of purposes. The study offers a model for future research on sexuality and ICTs. Originality/value This study places sexuality centre stage in an ICT mediated environment and provides insights into the contemporary phenomenon of social networking. As a sexualized object, Gaydar presents a semiosis of politicized messages that question heteronormativity while simultaneously contributing to the definition of an increasingly globalized, commercialized and monolithic form of gay male sexuality defined against ICT.
|Uncontrolled Keywords:||Sexuality; Homosexuals; Men; Social networks; Internet|
|Themes:||Subjects / Themes > H Social Sciences
Subjects / Themes > T Technology
Subjects outside of the University Themes
|Schools:||Schools > Salford Business School > Salford Business School Research Centre|
|Journal or Publication Title:||Information Technology and People|
|Funders:||Non funded research|
|Depositing User:||Gordon Fletcher|
|Date Deposited:||10 Sep 2009 15:22|
|Last Modified:||03 Nov 2016 13:06|
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