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L’auteure compare les normes de présentation et de communication de genre avec la manière dont le langage est utilisé pour afficher diverses sortes de soi sexués.Les sites de rencontre obligent les utilisateurs à développer une nouvelle présentation de soi qui renforce et réinscrit une tendance à ce type de promotion qui est si présent dans la vie sociale contemporaine.Dans ce contexte, comment les utilisateurs d’internet et des médias sociaux utilisent-ils les ressources sociales et culturelles qui sont à leur disposition et comment incorporent-ils les normes de genre dans leurs représentations de soi?

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ABSTRACT Online dating has become an increasingly acceptable way for “singles” to meet appropriate partners.The author uses discourse analysis to explore the use of language in the construction of gendered identities in 20 online profiles, comparing the norms of gender presentation and communication with the ways in which language is used to signal various kinds of gendered “selves.” Dating sites require users to develop a new literacy of self-presentation, one that reinforces and re-inscribes the tendency toward promotionalism that permeates contemporary social life.Lists of “check the box” questions can do away with the need for explicit categorizations such as “S[ingle] W[hite] F[emale].” This complicates the process of constructing a (gendered) image for the dating marketplace, since users can no longer rely on signalling broadly using a relatively simple code.Instead, they are more likely to be tailoring their profiles to specific audiences.Online dating profiles are a useful object of analysis for a number of reasons.

Their use has become increasingly popular, especially among younger Internet users, as indicated by the plethora of specific or niche sites that have sprung up (Whitty, 2007b).In this context, how are Internet and social media users tapping into existing social and cultural resources and putting gender norms to work in their representations of self?How do online dating sites provide insight into an ongoing, reflexive process of self-promotion and self-construction?KEYWORDS Discourse; Gender; Mediated; Internet; Sexuality RÉSUMÉ Les services de rencontre en ligne sont devenus un moyen de plus en plus acceptable pour les célibataires de chercher des partenaires convenables.Dans cet article, l’auteure a recours à l’analyse du discours afin d’explorer, dans vingt profils en ligne, l’utilisation du langage pour la construction d’une identité sexuée.I argue that due to long-term shifts in the way we signal our identities or identifications, and to changes in the format of the advertisements (from print to Internet “profiles”), gender identity is “indexed” primarily through references to other, lifestyle-affiliated categories as well as through more direct discursive cues.