Gay men, Gaydar and the commodification of difference
Light, B, Fletcher, G and Adam, AE '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:||Gender, communication, homosexuality, internet, ICT, inclusion, exclusion|
|Themes:||Subjects / Themes > H Social Sciences|
Subjects / Themes > T Technology
Subjects outside of the University Themes
|Schools:||Colleges and Schools > College of Business & Law > Salford Business School > Centre for Digital Business|
|Journal or Publication Title:||Information Technology and People|
|Depositing User:||Gordon Fletcher|
|Date Deposited:||10 Sep 2009 16:22|
|Last Modified:||17 Dec 2012 13:29|
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