Discursive representation of masculinity and femininity in Tinder and Grindr: Hegemonic masculinity, feminine devaluation and femmephobia

Abstract

By analysing 200 Tinder profiles of Spanish heterosexual men and 200 Grindr profiles of Spanish queer men, this article examines these men’s online gendered and sexualised self-representation strategies. More specifically, the study develops a discourse and feminist analysis of post-feminist media cultures which contrasts these men’s discursive representations. In so doing, the article attempts to cast light on the (d-)evaluating discursive strategies these Spanish heterosexual and queer men deploy when creating their profiles. Importantly, the analysis gives evidence of how occupying the masculine or the feminine position goes hand in hand with the devaluation and policing of femininity. Furthermore, the analysis calls attention to the contradictory gender ideas present in their personal profiles and this, in turn, sheds further light on the ways they construct multiple masculine identities to negotiate their sexual gendered identities.