"Be fit, my age, big c''k": Engagements with Hegemonic Masculinity, Hetero(homo)normativity and Discrimination among Queer Male Dating App Users in Malmö and Copenhagen - A Thematic and Summative Content Analysis

Abstract: This exploratory research addresses a significant gap in feminist, cultural, and digital geographies by examining the geographic variations of how hegemonic masculinity, hetero(homo)normativity and discrimination is exhibited by MSM dating apps users in two distinct city contexts. Drawing from a post-structuralist humanistic perspective, the study explores how dominant ideologies shape exclusionary online queer spaces made unique by digital placemaking. This was done through an open-ended questionnaire, profile observations and varying content analysis. The feminist epistemology and moving hypothesis allowed for a flexible methodological approach to capture the unpredictable and employ triangulation to counter inevitable biases in non-positivist research. The findings showing similarities support the hypothesis that gender normative pressures influence the self-(re)presentation among MSM dating app users. Both Copenhagen and Malmö users' profiles demonstrate photographic and textual elements that privilege and sustain hegemonic masculinity, hetero(homo)normativity, which thrives on discriminatory language. The gay ideal portrayed in these profiles revolves around non-effeminate, white, young, athletic, and handsome men. Age, race, and sexual position play significant roles in how these profile attributes are displayed, with variations observed between the two cities. Such variations do not directly support the hypothesis but provide more nuance to the discussion. In Malmö, users' profiles align more closely with the hetero(homo)normative ideal, emphasizing traditional masculinity and conforming to homonormative expectations. The portrayal of muscular or thin bodies, partial nudity, and adherence to sex roles reinforce masculine or feminine coding. Users in Malmö feel more pressured to conform to these norms, resulting in a higher frequency of explicit sexual content, harassment culture, and photographic anonymity. In contrast, Copenhagen profiles showcase alternative bodies and identities, often exhibiting a dominant-submissive narrative akin to BDSM culture. Users in Copenhagen feel less obligated to conform to normative ideals, dismantling stigma associated with kink culture. However, this alternative profile marketing in Copenhagen also leads to heightened instances of homophobic and misogynistic discrimination, perpetuating masculine dominance. This research reveals how digital placemaking influences varying performances of hegemonic phenomena, even between close geographical contexts. Contemporary understandings of self-(re)presentation and queer digital geographies allow us to contextualize how these intersectionality’s that sustain a masculine hierarchy are translated to a digital space, while online disinhibition explains its amplification. Dating apps restrict users to stereotypical categorical identities and encourage impression management through choreographed photos and social attraction based on nearby surroundings. This emphasis on place-based norms contributes to the geographic unity observed in masculinity and homonormative displays during profile observations. While traditional masculinity remains prevalent, the prominence of the Guy Next Door identifier suggests a desire to negate excessive masculinity without aligning with alternative subgroups. The anonymity of MSM online users facilitates increased engagement in sexual advancements and discrimination. Future studies in comparative MSM dating space should focus on specific forms of discrimination which could not be fully explored due to the need for comprehensive comparisons in a limited timeframe. Participants’ concerns of the hypersexual culture encouraged by these apps warrants further investigation. Additionally, multiple MSM dating apps should be used for a comprehensive understanding of the broader community.