LIGHT, Ben, FLETCHER, Gordon and ADAM, Alison (2008). Gay men, gaydar and the commodification of difference. Information Technology and People, 21 (3), 300-314.Full text not available from this repository.
Purpose – The purpose of this paper is to investigate information communications technologies (ICT)-mediated inclusion and exclusion in terms of sexuality through a study of a commercial social networking web site 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, the study identifies a series of contrasting identity constructions and market segmentations that 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, web site 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 sexualised object, Gaydar presents a semiosis of politicised messages that question heteronormativity while simultaneously contributing to the definition of an increasingly globalised, commercialised and monolithic form of gay male sexuality defined against ICT.
|Research Institute, Centre or Group:||Cultural Communication and Computing Research Institute > Communication and Computing Research Centre|
|Depositing User:||Rachel Finch|
|Date Deposited:||25 Sep 2012 16:21|
|Last Modified:||25 Sep 2012 16:21|
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