Negotiating a sexy masculinity on social networking sites

Abstract

Social networking sites have emerged as spaces for both young men and women to portray themselves in sexualized ways, raising questions about how young men construct masculinity while embracing a kind of sexual self-objectification. In this case study analysis, a heterosexually identified male college student guides another male undergraduate on a tour of his MySpace profile in front of a video camera, supplementing the visual data with his own interpretations. The analysis focuses on how the young man takes up, or subverts, hegemonic masculinity in his sexual displays online. Data illustrate how irony is highly adaptive for perpetuating hegemonic masculinity on social networking sites, allowing men to collaborate using digital artifacts to socially construct an intractable kind of masculinity as they explore unconventional forms of sexual expression. The study also suggests that a heightened emphasis on public attention to the self is a critical lens for understanding shifting constructions of gender and sexuality in the millennial generation.

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