摘要：In this paper we use qualitative methodologies to investigate the way that ad placers represent themselves in online personal ads. Specific attention is paid to the comparison between self-expression in print (newspaper) media as well as the comparison between male and female ad placers. A variety of sites were investigated in a preliminary overview, and the data from (48 = 34 = 82) personals advertisements were examined in greater detail for an analysis of their content. Results suggest that the size and format differences between Internet and print personals is meaningful and that they allow for a broader range of self-representation, as well as imposing more specific requirements. As a result, although the use of cultural markers of desirability continues, the traditionally noted differences between genders (specifically gendered trade of women’s looks for men’s money) appears to be lessened. We believe that this not only has significance insofar as the method of partner seeking is likely to become more common in the future, but also because it appears to offer the possibility of altering the traditional gender inequalities present in initial processes of heterosexual courtship.
