This paper will analyse the personal advertisements placed by heterosexual men and women and gay men and lesbian women and identify the recurring themes and ideologies within them.

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INTRODUCTION

This paper will analyse the personal advertisements placed by heterosexual men and women and gay men and lesbian women and identify the recurring themes and ideologies within them. The themes and ideologies in relation to different genders and sexual identities will be discussed.

The findings will be analysed in relation to the theoretical framework of Michel Foucault and it will be established that in accordance with this framework, sex is a mechanism of control and regulation through institutions and discourses of society, which inform individuals how to experience their bodies.

Recurring themes of Personal Advertisements

The average age of heterosexual men who placed personal advertisements seeking females ranged from twenty to fifty. Most men provided a physical description of themselves as well as their physical preferences for women. The physical attributes of the body would appear to be of more significance than romantic love, which was rarely mentioned. Sexual desire was evident in most ads where physical attributes were emphasised with 'quiet nights at home' and 'fun times' mentioned frequently. Descriptions of interests were generally provided which would indicate that compatibility was also given importance. The average age of heterosexual women seeking males was from twenty to fifty. Some women provided a physical description of themselves with a few expressing their physical preferences for men. The 'body' and sexual desire was not as important for women, with most desiring companionship and 'friendship first'. Compatibility would appear to be of most significance with most ads providing descriptions of women's interests.

The average age of gay men placing personal ads ranged from twenty to fifty. The 'body' was significant with physical descriptions of themselves provided in most cases. However the most significant recurring theme was sexual desire with 'discreet fun', 'quiet nights', 'open-mindedness' and 'curious' frequently mentioned. Compatibility was also a factor with some ads providing descriptions of interests while romance was rarely mentioned. The personal ads placed by lesbians were identical to those of gay men with the most significant recurring theme being sexual desire. Average ages were from twenty to fifty and while compatibility was of some importance romance was not a factor.
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Different Genders and Sexual Identities.

Gender and sexuality provide two of the most basic narratives through which identities are forged (Woodward, 1997, p. 184). Identity is first of all a gendered category with its characteristics thought to derive from fundamental differences in male and female sexuality (Woodward, 1997, p. 185). Within the scientific paradigm sexuality has been defined as a biological imperative (Woodward, 1997, p. 184). Science became the prime regulator of sexuality usurping the role of the Church (Woodward, 1997, p. 189). The reduction of human sexual activity to presumed biological dimensions pervades medical discourse today ...

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