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Through a discursive analysis of the strategies users employ to construct their own identities , and the identities of their desired partners, I argue that identity categories marked as masculine and hunky (sawayaka) are privileged as more desirable than feminine and cute (kawaii) identities.Through this analysis, I suggest that users of this particular forum appear to valorise heteronormative masculinity, which they link to being hunky.

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Furthermore, users with long-term desires utilised various temporal strategies in order to overcome the perceived social norm of immediacy.

These findings suggest that users’ perceptions of temporality affect their linguistic strategies more saliently than the technological medium of the site itself, highlighting the importance of engaging with social approaches to the examination of CMC.

I juxtapose the Chinese and South Korean men’s narratives with the voices of Japanese gay men who ambivalently position Chinese and South Korean tourists as a threat to the status quo of the Japanese gay sub-culture.

I suggest that these men draw upon neo-colonial discourses of China and South Korea as “backward” which circulate throughout wider Japanese society to position Chinese and South Korean men as “ethnosexual invaders.”Although there has been a wealth of studies which have examined the discourses of masculinity and sexuality appearing within homoerotic manga marketed towards young girls and women known alternatively as yaoi, Boys Love or shōnen ai (in the West), there has been very little scholarly attention paid to the homoerotic genre known as bara, which is marketed towards homosexual men.

Furthermore, I argue that being cute is considered undesirable due to its perception as transgressing normative masculine gendered traits.

Shinjuku Ni-chōme (an area in central Tokyo) contains the highest concentration of queer establishments in the world, with some estimates suggesting that there are approximately 300 gay male bars within its confines.

This xenophobia has pervaded many aspects of Japanese society, and the gay male community in Tokyo’s Shinjuku Ni-chōme is no exception.

Drawing upon an ethnographic study of Ni-chōme and interviews conducted with Japanese, Chinese and South Korean men, this article utilises Nagel’s theory of the ethnosexual frontier to examine how certain racial identities are rendered illegitimate in Ni-chōme.

Each of these bars targets a specific subset of the Japanese gay community, with bars coming to be associated with semiotic structures indexing certain subjectivities (known as Types).

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