Gay men, Gaydar and the commodification of difference

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.

The paper uses an approach based on technological inscription and the commodification of difference to study Gaydar, a commercial social networking site.

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.

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.

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.