Gudelunas David
Annenberg School for Communication, 3620 Walnut Street, Philadelphia, PA 19104, USA.
J Homosex. 2005;49(1):1-33. doi: 10.1300/J082v49n01_01.
This study samples 200 personal advertisements from the online gay and lesbian global Web portal PlanetOut. This data, along with survey responses completed by advertisers included in the sample, are used to frame a discussion on the use of online gay and lesbian spaces and communities. Despite interacting in a global space, data showed that advertisers remained aware of their local identities. Differences between advertisers were most notable between gender and whether they logged on in a small or large town. Advertisers were interested in interacting locally, eager to move from online to offline communication, often-times not overly concerned with maintaining anonymity, and not interested in toying with multiple identities. Users of PlanetOut personals largely did not consider themselves part of a virtual gay and lesbian community even when they recognized the existence of a local geographically-based gay and lesbian community. However, the dynamic nature of online personal advertisements did allow for a new type of interactive advertisement that does differ from previous print forums.
本研究从在线同性恋全球门户网站PlanetOut中抽取了200条征友广告。这些数据，连同样本中广告发布者填写的调查问卷回复，被用于构建一场关于在线同性恋空间和社群使用情况的讨论。尽管是在全球范围内进行互动，但数据显示广告发布者仍然意识到自己的本地身份。广告发布者之间的差异在性别以及他们登录的是小镇还是大城市方面最为显著。广告发布者有在本地进行互动的兴趣，渴望从线上交流转向线下交流，通常不太在意保持匿名，也无意玩弄多重身份。即使PlanetOut征友板块的用户认识到存在基于地理位置的本地同性恋社群，他们大多也不认为自己是虚拟同性恋社群的一部分。然而，在线征友广告的动态特性确实催生了一种新型互动广告，它与以往的印刷论坛广告有所不同。
