“I love NM as long as it’s not my girlfriend”

conventions and controversies of #monogamy on TikTok

Authors

DOI:

https://doi.org/10.9771/peri.v1i21.58773

Abstract

The debate over monogamy has renewed the discussion about models of affective/sexual relationships and gathered strong engagement from new generations. In this context, social networks have become fertile ground for sharing information about this subject, as well as for the massification of controversies and rivalry around relationship models. Based on this, this research aims to survey how the debate has shaped itself on one of the most popular networks among young Brazilians, TikTok. Therefore, the investigation collected the first 50 Brazilian contents delivered by the platform in its search system in the “#monogamy” indexer and systematized them based on a set of codes and comparative indicators, adopting a content analysis perspective. Given the sample, in this article we demonstrate how gender conventions, marital behaviors and expectations and positions of inequality are revealed through engagement around the hashtag “monogamy”.

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Author Biographies

Maria Luiza Lopes, Federal University of Para

She holds a bachelor's degree in Social Sciences from the Federal University of Pará (UFPA), is a member of the Ethnography, Power and Socialities Research Group (Pugna/UFPA) and is a postgraduate student in Consumer Behavior and Experience at the Escola Superior de Propaganda e Marketing (ESPM) in Rio de Janeiro.

Michele Escoura, Federal University of Para

Anthropologist, PhD in Social Sciences from the State University of Campinas (Unicamp). Professor at the Federal University of Pará (UFPA) in the School of Social Sciences and the Graduate Program in Sociology and Anthropology (PPGSA/UFPA). Researcher at the Arthur Napoleão Figueiredo Anthropology Laboratory (LAANF) and coordinator of the Ethnography, Power and Socialities Research Group (Pugna/UFPA).

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Published

2025-02-22

How to Cite

Lopes, M. L., & Escoura, M. (2025). “I love NM as long as it’s not my girlfriend”: conventions and controversies of #monogamy on TikTok . Revista Periódicus, 1(21), 72–92. https://doi.org/10.9771/peri.v1i21.58773

Issue

Vol. 1 No. 21 (2025): Defying monogamy: emergent biopolitics of relational dissidence

Section

Dossier 21- Defying monogamy: emergent biopolitics of relational dissidence

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Copyright (c) 2025 Maria Luiza Lopes, Michele Escoura

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