Co-opting the neoliberal manhood ideal: Masculinity, normativity, and recursive normalisation in Serbian gay men's digital dating profiles

Abstract

AbstractThis article investigates sexual and gender ideologies in online dating profiles of Sebian gay men using corpus-linguistic and discourse-analytic methods. Selected keywords are analysed in context, and particular attention is paid to collocation patterns, including grammatical collocates that are shown to carry discursive relevance beyond style. The analysis reveals that repeated associations centre on concepts of masculinity and normality, in a local indexical order of ‘proper’ manhood, sexuality, global modernity, and national identity. Overall, the texts are most strongly characterized by adversarial distance towards certain gay men, operating in normalizing assimilation to the national (heterosexual) citizen ideal. A broader mechanism, termed recursive normalisation, is described as underpinning the observed patterns. The findings are further discussed as highlighting the pitfalls of theory and social movements focused on social assimilation, arguing for the need for further queer linguistic deconstruction of the normalising discourses that intersect marginalized communities and broader, systemic hegemonies. (Gay men, online dating, masculinity, recursive normalization)