Title

Swinging Around Stigma: Gendered Marketing of Swingers’ Websites

Document Type

Article

Publication Date

2013

Department

Sociology

Abstract

Most research on swingers focus on the participants of this lifestyle. While research has examined swingers from a relational perspective, few, if any, have specifically examined the sources that facilitated swingers’ networks. In this paper, we are interested in how websites promote themselves and manage such a stigmatized activity. Specifically, we examine what aspects of swinging these websites focus on in order to attract members. Our findings indicate that these websites employ strategies that do not confront the stigma directly. In fact, this approach in and of itself is another strategy to swing around stigma. In addition, these websites are gendered and clearly target heterosexual men.

Comments

Allison T. Serina: Class of 2013

Molly Hall: Class of 2010

Required Publisher's Statement

Original version is available from the publisher at: http://link.springer.com/article/10.1007%2Fs12119-012-9153-2

This item is not available in The Cupola.

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