Gay men, Gaydar and the commodification of difference

Light, BA; Fletcher, G; Adam, AE

Abstract

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.

Citation

Light, B., Fletcher, G., & Adam, A. Gay men, Gaydar and the commodification of difference. Information Technology and People, 21(3), 300-314. https://doi.org/10.1108/09593840810896046

• Journal Article Type: Article
• Deposit Date: Sep 10, 2009
• Publicly Available Date: Sep 10, 2009
• Journal: Information Technology and People
• Print ISSN: 0959-3845
• Publisher: Emerald
• Peer Reviewed: Peer Reviewed
• Volume: 21
• Issue: 3
• Pages: 300-314
• DOI: https://doi.org/10.1108/09593840810896046
• Keywords: Sexuality; Homosexuals; Men; Social networks; Internet
• Publisher URL: http://www.emeraldinsight.com/journals.htm?issn=0959-3845
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