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.Abstract
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.
Item Type: | Article |
---|---|
Research Institute, Centre or Group - Does NOT include content added after October 2018: | Cultural Communication and Computing Research Institute > Communication and Computing Research Centre |
Identification Number: | https://doi.org/10.1108/09593840810896046 |
Page Range: | 300-314 |
Depositing User: | Users 56 not found. |
Date Deposited: | 25 Sep 2012 16:21 |
Last Modified: | 19 Mar 2021 00:01 |
URI: | https://shura.shu.ac.uk/id/eprint/6238 |
Actions (login required)
View Item |
Downloads
Downloads per month over past year