{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,5,4]],"date-time":"2026-05-04T23:20:07Z","timestamp":1777936807250,"version":"3.51.4"},"reference-count":39,"publisher":"SAGE Publications","issue":"6","license":[{"start":{"date-parts":[[2015,12,27]],"date-time":"2015-12-27T00:00:00Z","timestamp":1451174400000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/journals.sagepub.com\/page\/policies\/text-and-data-mining-license"}],"content-domain":{"domain":["journals.sagepub.com"],"crossmark-restriction":true},"short-container-title":["New Media &amp; Society"],"published-print":{"date-parts":[[2017,6]]},"abstract":"<jats:p>A February 2014 iteration of Facebook\u2019s software upgraded the number of options for gender identification from 2 to 58. Drawing on critical theoretical approaches to technology, queer theory, and insights from science and technology studies, this iteration is situated within a 10-year history of software and user modifications that pivot around gender. I argue that the gender binary has regulated Facebook\u2019s design strategy while the co-existence of binary and non-binary affordances has enabled the company to serve both users and advertising clients simultaneously. Three findings are revealed: (1) an original programming decision to store three values for gender in Facebook\u2019s database became an important fissure for non-binary possibilities, (2) gender became increasingly valuable over time, and (3) in the deep level of the database, non-binary users are reconfigured into a binary system. This analysis also exposes Facebook\u2019s focus on authenticity as an insincere yet highly marketable regulatory regime.<\/jats:p>","DOI":"10.1177\/1461444815621527","type":"journal-article","created":{"date-parts":[[2015,12,28]],"date-time":"2015-12-28T20:33:31Z","timestamp":1451334811000},"page":"880-898","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":128,"title":["The gender binary will not be deprogrammed: Ten years of coding gender on Facebook"],"prefix":"10.1177","volume":"19","author":[{"given":"Rena","family":"Bivens","sequence":"first","affiliation":[{"name":"Carleton University, Canada"}]}],"member":"179","published-online":{"date-parts":[[2015,12,27]]},"reference":[{"key":"bibr1-1461444815621527","unstructured":"Associated Press (2014) Facebook expands gender options: transgender activists hail \u201cbig advance.\u201d The Guardian, 14 February. 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