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Friendship, shared values and the intent-context-effect matrixIn this article, we use in-depth interviews with 35 openly gay male undergraduates from four universities in England to develop an understanding of the changing nature of language related to homosexuality. In addition to finding a diminution in the prevalence ofhomophobic language, we demonstrate that participants maintain complex and nuanced understandings of phrases that do not use homophobic pejoratives, such as 'that's so gay'.The majority of participants rejected the notion that these phrases are inherently homophobic, instead arguing that the intent with which they are said and the context in which they are used are vital in understanding their meaning and effect. We conceptualize an intent-context-effect matrix to understand the interdependency of these variables. Highlighting the situated nature of this matrix, we also demonstrate the importance of the existence of shared norms between those saying and hearing the phrase when interpreting such language. 1996). This has focused on the gendered nature of homophobic language, and argued that homophobic language primarily regulates gendered behaviours rather than sexual identities (Kiesling 2007). Given the centrality of homophobia to constructions of masculinity, the regulatory use of such language has been particularly prevalent among adolescent males (Mac an Ghaill 1994).However, there has been a liberalization in attitudes toward homosexuality in the UK over the past thirty years ( In this article, we use in-depth interviews with 35 openly gay male undergraduates from four universities in England to develop an understanding of the contemporary dynamics of homosexually themed language that is rooted in the attitudes and experiences of gay men.In addition to finding a diminution in the prevalence of homophobic language, we demonstrate that participants maintain complex and nuanced understandings of homosexually themed language. The majority of participants rejected the notion that 'that's so gay' and similar phrases were inherently homophobic, instead arguing that the intent with which they are said and the context in which they are used are vital in understanding their meaning and effect. The interdependency of intent and context with effect was so strong that we reject using them as distinct variables, instead conceptualizing an intent-context-effect matrix.Highlighting the situated nature of this matrix, participants emphasiz...