Markeing Molly and Mellville: Dating in a postmodern, consumer society

Based on a content analysis of 100 heterosexual dating advertisements, the paper, in part, seeks to build upon the findings of previous research emerging mainly from the disciplines of sociobiology and psychology, which shows that when selling the self, men market their financial and occupational re...

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Bibliographic Details
Published in:Sociology (Oxford) 2001-02, Vol.35 (1), p.39
Main Author: Jagger, Elizabeth
Format: Article
Language:English
Subjects:
Advertisements
Comparative studies
Content analysis
Dating services
Heterosexuality
Men
Postmodernism
Self image
Sex roles
Stereotypes
Women
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Summary:Based on a content analysis of 100 heterosexual dating advertisements, the paper, in part, seeks to build upon the findings of previous research emerging mainly from the disciplines of sociobiology and psychology, which shows that when selling the self, men market their financial and occupational resources, whereas women offer physical attractiveness and appealing body shape, consistent with traditional sex-role stereotypes and mating selection strategies. The main focus of this paper, however, is on the repetitive and changing meanings of masculinity and femininity. Locating analyses in the context of a postmodern, consumer society, it is shown that while consumer culture appears to provide men with a wide range of resources for the creation of identities, reflexive self-fashioning is more problematic for women.
ISSN:0038-0385
1469-8684