Abstract
In this article, the author examines 2,400 men's personal advertisements from the Internet to explore gender role and sex role preferences in mate selection. Using content analysis, the author examines how men define their gender roles and sex roles, and how they express role preferences in their mate. The results show that when compared with gay men, straight men are less concerned about gender roles and sex roles. Gay men's personal advertisements are the real analytic lens here because they are the ones faced with the ambiguities that need to be negotiated, whereas straight men may have taken gender-typical roles for granted. The author also discusses how men knowingly or unknowingly express and reproduce cultural norms of heterosexuality and gender-typical behavior, and how they may perpetuate forms of heterosexism and sexism.
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