This article describes findings from a study examining men’s sex advice centered on cultivating masculinity markers by obtaining sex from multiple women. Employing a feminist poststructuralist framework, discourse analysis is used to investigate how casual sex with multiple women is positioned as a crucial requirement in accruing social status and esteem in men’s online Pick-Up Artist (PUA) advice media. Three interpretive repertoires emerged: (a) Embattled Masculinity – defensive and combative themes are invoked to defend male privilege through the concealed pursuit and sexual command of women; (b) Feminine Commodities – women’s bodies are framed as commodities to signify masculinity achievement; and (c) Pressured Pursuit and Consent as Control – men are positioned as authorities in sex, presumed to hold both the responsibility and power to overcome the obstacle of female consent. Obtaining sex from women is the primary objective of PUA advice – an accumulation resource used to bolster an “authentic” masculinity. While securing sex from women is promoted as the main goal, and a fundamental requirement for masculine subjects, references to the value of the women themselves are conspicuously absent or disclaimed.
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