Online personal ads: community and sex, virtually.

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.