“People Get Emotional About Their Money:” Performing Masculinity in a Financial Discussion Board

Abstract

This article investigates the discursive practices of company stockholders in one financial cyberspace, the Berkshire Hathaway Board on The Commodity Stand 1 website. After a review of relevant research on gender and investing in computer-mediated communication and the history of the site chosen for examination, I analyze how members of the site create and maintain identity and community through their discursive performances, with particular emphasis on aspects of gendered practices. This investigation found that participants performed roles as admirers, intelligent investors, and mentors. The discursive practices are reified and gendered masculine. Feminine forms of talk were subjugated overtly and through the homogeneity of the masculine form. This research is one step toward a communicative foundation for researching the gendered manifestation and perpetuation of economic discourses in everyday life.

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