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Sociology, Vol. 32, No. 4, 795-814 (1998)
DOI: 10.1177/0038038598032004009

Marketing the Self, Buying an other: Dating in a Post Modern, Consumer Society

Elizabeth Jagger

This paper provides a content analysis of 1094 dating advertisements. It seeks, in part, to test results of previous research emanating mainly from the disciplines of psychology and sociobiology, which shows that men offer financial and occupational attributes and seek physical attractiveness in partners whereas women offer physical attractiveness and seek resource and status attributes, consistent with traditional `sex-role' stereotypes and mating selection strategies. Locating analyses in the context of a postmodern, consumer society, it shows that lifestyle choices have superseded resources as primary identity markers for men, that women market their `masculine' attributes and seek `feminine' men; and that the body is central to identity for both men and women. It concludes therefore that traditional gendered stereotypes may now be changing as men and women deal with a context of a novel set of social conditions.

Key Words: dating advertisements • gendered stereotypes • self-identity


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