Decoupling touch from sex: gender(ed) representations of physical intimacy in the cuddle industry

The present study explores the resistance to and potential transformation of hegemonic gender norms regarding intimacy and sexuality through an instrumental case study of the so-called "professional cuddlers", a category of body workers that have proliferated in Europe since 2015 offering paid sessions of non-sexual physical intimacy. Despite efforts to frame the service as a form of therapy, professional cuddling is often misunderstood as a front for prostitution, and practitioners must frequently deal with unwanted sexual advancements. Drawing from a 3-year online ethnographic study of cuddling services, the dataset includes 10 in-depth interviews informed by a previous qualitative analysis of 46 newspaper articles, 16 forum discussions, and 25 websites related to such practices. Findings demonstrate that the representational limbo experienced by practitioners could be better understood as a product of the "sexusociety". Though it is unclear whether professional cuddling has any significant impact on hegemonic gender norms, results show that it nonetheless deconstructs the normative landscape through the enactment of alternative scripts.

“Hold your nose and harness these men”: Sexual vulnerability in a hyper-masculine organization – A barrier or a resource?

Based on 34 in-depth interviews with women in the Israeli military, this article explores how the sexual vulnerability of women in power positions is used as both a disciplining power and a resource for agency that enables them to negotiate a hyper-masculine organizational culture. Juxtaposing theoretical insights from the CMS literature on sexuality within organizations with those arising from the Butlerian conceptualization of vulnerability, we offer an analytical framework for understanding women’s sexual vulnerability in hyper-masculine environments, not exclusively as a victimization process but also as a significant survival practice designed for coping with their organizational exclusion. Accordingly, the theoretical contribution of this article allows for a nuanced examination of subjects experiencing exclusion and devaluation as they constitute their political subjectivity in hostile work environments.

Putting sexualized labour in the picture: Encoding ‘reasonable entitlement’ in the lap dancing industry

This article is based on a semiotic analysis of corporate websites in the lap dancing industry. Forming part of a larger ethnographic study of the UK lap dancing industry, it focuses on how the exchange relationship between dancers and customers is shaped by the industry’s online presence. Methodologically, it draws on Hancock’s semiotic approach to the analysis of organizational artefacts and Brewis’s writing on the importance of understanding how sex work is constructed and perceived. The article shows the importance of corporate websites as virtual spaces that landscape customer expectations of the exchange relationship emphasizing how these expectations perpetuate, on the one hand, a very prescriptive range of body images shaping the performance and consumption of lap dancing work, and on the other, an ambiguous suggestion of open-ended possibility. The article argues that, in combination, this landscaping of prescription and possibility constitutes a powerful organization of anticipation underpinning perceptions of reasonable entitlement within the lap dancing exchange relationship considering how this impacts upon the dancers’ experiences of this relationship. The analysis highlights both the importance of virtual corporate spaces in landscaping interactive service exchanges, as well as the intensification that results from the ambiguity encoded within these spaces, requiring service providers to reconcile anticipation and experience, prescription and possibility, within the exchange relationship.

The organisation of sexuality and the sexuality of organisation: A genealogical analysis of sexual ‘inclusive exclusion’ at work

This article problematises sexual inclusion in the workplace by theorising the social and historical processes that underpin heteronormativity in organisations. Drawing on a genealogical analysis of sexuality and inclusion in four Italian social firms that support the work and social integration of disadvantaged individuals, the article provides an in-depth analysis of the historical conditions affecting the management of sexualities in organisations. The analysis exposes the fragility and contradictory character of the notion of inclusion by illustrating how efforts to ‘include’ are often grounded on normative principles. It also shows how heteronormativity works, in practice, to moderate different modalities of lesbian, gay, bisexual, transgender and queer inclusion, recreating hierarchies and binaries within lesbian, gay, bisexual, transgender and queer individuals. The article discusses how the power of heteronormativity produces specific meanings of inclusion within which some lesbian, gay, bisexual, transgender and queer workers are included and normalised, and others remain excluded because they do not conform to normative conventions and flaunt their ‘diversity’. The necessity of taking a queer perspective on ‘inclusion’ that scrutinises the heteronormative logic is also discussed. The article concludes by shedding light on how, within a heteronormative regime shaped by neoliberal predicaments, ‘inclusive’ organisations might continue to exclude lesbian, gay, bisexual, transgender and queer individuals.

"Just don't be creepy": A phenomenological study of the experiences of men in massage therapy

Background Societal expectations around traditional binary gender roles result in some professions being considered "men's work" or "women's work". Massage therapy (MT) is one such profession that, despite being predominantly female, is joined by an increasing number of men with a desire to help others. Methods This descriptive phenomenological study asked male massage therapists in Ontario, Canada, about their experience of gender in their professional lives. Fourteen men shared their experiences of practice, which included discriminatory hiring and patient preferences for female practitioners. These issues resulted in difficulty establishing a clinical practice. To create a successful practice, men described the need for professionalism, clear communication, and a comfortable treatment environment. Results and conclusions Researchers should explore the impact of discrimination on men in MT, patient preferences based on the therapist's gender, and the role of education in perpetuating societal heterosexual norms. Finally, as with any shift in culture, all levels of organization must take action to remove discrimination and bias within the profession of MT.

A Touch Too Much: Negotiating Masculinity, Propriety and Proximity in Intimate Labour

This paper explores how men who perform intimate labour negotiate perceptions of themselves and their work through complex intersections of masculinity, proximity and propriety. Its focus is on the ways in which embodied organizational negotiations are shaped by gendered perceptions of bodily propriety in three examples of physically, sexually and/or emotionally intimate forms of labour: male massage therapists; men who work in sex shops; and men working as Santa Claus performers. While ostensibly quite different forms of work, each is shaped by the expectation that a ‘quality’ interaction with customers or clients will be based upon the nurturance of a close physical, sexual and/or emotional bond between the service provider and recipient, at the same time as maintaining appropriate bodily boundaries and professional distance. Mediating both imperatives requires a careful negotiation of being appropriately close while at the same time understanding that social perceptions of their work, themselves as workers, and their interactions with customers and clients mean that they are frequently under heightened scrutiny, requiring constant vigilance on their part. Drawing on insights from phenomenological writing on embodiment, specifically Merleau-Ponty’s (2002 [1945]) Phenomenology of Perception, the analysis considers the ways in which intersections between masculinity, propriety and proximity are perceived and negotiated in intimate forms of labour, reflecting on instances when a touch becomes ‘too much’. It considers what these instances reveal to us about gendered experiences of embodiment within organizations and the importance of perception in understanding embodied negotiations of workplace intimacy.