Predicting the strength and direction of sexual selection is a challenging task for evolutionary theory, as the effects of ecological factors, social environment, and behavioural plasticity, all need to be taken into account. The Operational Sex Ratio (OSR) is a key variable, which has been shown to (i) affect the strength and direction of mating competition, as a social environment cue, and (ii) be affected itself by ecological conditions through sex-specific environmental effects. Yet, gaining a global view of (i) and (ii) in wild populations represents an arduous but necessary step to further our understanding of sexual selection dynamics in the wild. Here, we address this challenge by using reaction norms. We conducted an extensive field study on the two-spotted goby Pomatoschistus flavescens, monitoring six populations along a latitudinal gradient during an entire breeding season. Doing so, we compared across populations the temporal trajectories in social environment and sexual displays, which is unprecedented. We develop a reaction norm framework based on OSR theory to analyse the data. We show that what appears to be tremendous variation in sexual displays across populations and sampling times, follows consistent rules: sexual display behaviour follows behavioural reaction norms in response to the social environment that are consistent across populations, but social environment fluctuations are specific to each population. Recording behaviour not only over time, but also along a latitudinal gradient where ecological conditions change and in turn affect OSR, was necessary to gain insight into the relationship between social environment and sexual displays, which in turn contributes to sexual selection dynamics.