This thesis examines four modes of electronic talk – an online magazine article and reader responses, forum contributions, video creator and viewer responses, marketing testimonials - with discursive psychological (Edwards & Potter, 1992) and membership categorisation analytical (Sacks, 1992) approaches. The wealth of Internet computer-mediated forms of communications provide fruitful datasets as newly forming identities like ‘metrosexual’ are arguably more easily claimed online in the absence of face-to-face interaction. Given that we know little of how self-identifying ‘metrosexuals’ define, construct and negotiate their identity in relation to other gender and sexual identities, these absences underpin this thesis. Scholars have predominately examined ‘metrosexuality’ from sociological perspectives (Carniel, 2009 Coad, 2008 Miller, 2008) arguing it challenges gender and sexuality through an interest in feminised practices, but also by unhinging it from gender and sexuality as an asexual personal aesthetic lifestyle. Men’s increasing consumption of image enhancement products and especially facial cosmetics – aspects of so-called ‘metrosexuality’ (Simpson, 1994, 2002) – constitute one such example. The recent critical focus on men and masculinities purports challenges to the dominance of ‘hegemonic’ or idealised dominant masculine scripts (Connell, 1995).