This is an updated version of a talk I gave in September 2011 in Bonn (plus some slights from a German presentation in May 2012 in Berlin). The presented research project - an explorative analysis of the web portal and networking site GayRomeo (now: PlanetRomeo) - was carried out in 2009/2010, which is why many of the references might appear outdated. However, some people asked me to publish an English version of the study (thus I also integrated further results and some longer text passages). And here we go :)

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