Hooking up is a term commonly used in contemporary American society to refer to sexual activity between two people who are not in a committed romantic relationship. Data show that although many college students are engaging in hookups, there is no consensus on how to define a hookup. The author uses the concept of “strategic ambiguity” to explore the intentionality and usefulness of the vagueness of this term. Specific to hookups, strategic ambiguity is when individuals use the term “hookup” to (...) describe their sexual activities rather than give details about their sexual activities as an impression management strategy to protect their sexual and social identities. Analyzing data gathered through interviews with heterosexual students at a mid-sized public university in the South, this article addresses the normative character and the myriad definitions of hookups; addresses the underlying heterosexist bias in the definitions of hookups; and analyzes how the ambiguity of the term “hookup” serves women and men in different ways and both reinforces and challenges the current gender order, allowing men to conform to and preserve components of hegemonic masculinity and women to conform to and preserve components of emphasized femininity. (shrink)