In this article, based on ethnographic fieldwork, and interviews with 29 self-defined BDSM practitioners, I explore the incorporation process of BDSM (Bondage and Discipline, Dominance and Submission, Sadism and Masochism) in Swedish society. I argue that the so-called ‘good sexuality’ described by Gayle Rubin (2011) and Don Kulick (2005) is still alive as a normative principle in this context. Drawing on Foucault’s concept ‘biopower’ (1976), I show that to gain acceptance and to fit into a society characterized by ‘good sexuality’, BDSM has to be normalized. This normalization process is closely connected to a middle-class hegemony and results in limitations that in various ways affect the practitioners, as well as impacting the transgressive core of BDSM.
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