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Many subcultural identities exist within male culture. Identities may vary by geographical location, and further intersectional research is needed in the fields of gender and sexuality as they relate to location. By examining a sample of 600 social networking app profiles, the present study establishes that experiences of masculinity vary significantly for non-heterosexual men based on their urban or rural setting. Men in rural locations are more inclined to assume traditionally masculine identities, and as such, a claim to an inconspicuous and heteronormative position in the masculinity hierarchy. Even so, “discreet and masculine” men must find ways to connect to others within the non-heterosexual male community for friendship, sexual companionship, romantic relationships, and mentorship. Regional social expectations play a major role in shaping and perpetuating varying masculinities, and non-heterosexual men in rural New Hampshire utilize social networking apps to project their own versions of masculinity while searching for others with whom to connect.