The “Sassy Woman” and the “Performing Man”: Heterosexual casual sex advice and the (re)constitution of gendered subjectivities

Media forums that provide “sex advice” are a rich source of (sexual) information for heterosexual individuals and have been critically examined for the ways in which they construct heterosexuality (and sexual subjectivities). The representations of (heterosexual) casual sex are also prevalent across the mass media. This paper uses a Foucauldian/poststructuralist mode of discourse analysis to explore how casual sex “advice” in three self-help books (two aimed at women, one aimed at men), and online advice articles, constituted casual sex and masculine and feminine heterosexual subjectivities. Four main (profoundly gendered) subject positions were identified in the texts: the “strategic man”; the “performing man”; the “sassy woman”; and the “vulnerable woman.” It is argued that although some alternative ways of constituting heterosexual identities were provided (particularly for women), gender difference was not only implicated in such advice but also, at times, crudely exaggerated. The implications of these representations are discussed in relation to contemporary heterosexualities, heterosexual sexual identities, and heterosexual power relations.