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Scholarly debates on sex dolls tend to view them in one of two ways. Either the purchase and use of sex dolls reflects and exacerbates misogyny, or that dolls are themselves a technological marvel meeting an array of sexual and emotional needs in sex negative cultures. I complicate these views by analyzing how and why heterosexual men personify their hyperreal sex toys in conventionally feminine, albeit hypersexualized, ways. Drawing on digital ethnographic observations and interviews with 41 love and sex doll owners who use digital media to personify their dolls, I suggest that the creation of hyper-gendered doll personas tends to reproduce culturally specific gender norms due to social dynamics within the community. Specifically, I show how doll community norms privilege heterosexual masculinity and thus limit the doll personas that are imagined and created. By focusing on the social practices of this community rather than how sex dolls are designed, this research suggests a way for scholars to be critical of taboos against technologically assisted sexual pleasure while acknowledging the tendency of futuristic sex practices to reproduce social inequalities. Implications for how future sexual technologies could someday challenge status-quo inequalities are discussed. [ABSTRACT FROM AUTHOR]