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Landlord–tenant relations are one of the core social relations of daily life yet are surprisingly under-theorized by housing scholars and geographers. This article begins to address this gap by applying for feminist scholarship on hegemonic masculinity and emphasized femininity to the case of the expansion and subsequent retrenchment of rent-control policy in Ontario, Canada in 2017–2018. Through a discourse analysis of government policy documents and news media coverage, I demonstrate that portrayals of landlords and tenants broadly conformed to characteristics of hegemonic masculinity and emphasized femininity, respectively, with landlords most commonly portrayed as ‘rational’ and tenants most commonly portrayed as ‘vulnerable’. Landlords benefit from traits associated with hegemonic masculinity even if they themselves do not embody them. Similarly, landlords benefit from the portrayal of tenants as passive victims, in need of paternalistic government protection, as opposed to potentially powerful collective actors.

‘Don’t wake papa bear!’ Understanding media representations of landlord-tenant relations