Swinging Around Stigma: Gendered Marketing of Swingers’ Websites

Authors

Allison T. Serina, Gettysburg College
Molly Hall, Gettysburg College
Desirée Ciambrone, Rhode Island College
VoonChin Phua, Gettysburg CollegeFollow

Document Type

Article

Publication Date

2013

Department 1

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

DOI

10.1007/s12119-012-9153-2

Recommended Citation

Serina, Allison T., Molly Hall, Desire Ciambrone, and Voon Chin Phua. “Swinging Around Stigma: Gendered Marketing of Swingers’ Websites.” Sexuality and Culture 17.2 (2013): 348-359.

Required Publisher's Statement

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