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Evidence has also shown that the description of one’s personal characteristics does influence others’ perception of him or her.In a study conducted by Keisling and Gynther (1993), men perceived physically unattractive and average women described as affectionate and compassionate as more attractive than those described as independent and assertive.Women became less demanding as they aged, whereas men became more demanding.As discussed before, little research has considered cultural differences in the choice of contents of personal ads.Visit for more related articles at Global Media Journal This cross-cultural study explored the role of culture and gender in mate selection.Through content analyzing two hundred Chinese personal advertisements and two hundred American personal advertisements posted on Chinese and American dating websites, the study found that culture had significant impact on patterns of self-presentation and mate preference.

Another important component of personal ads is qualities that the advertiser is looking for in others.

Few studies have examined the impact of culture on mate selection patterns as reflected by personal ads.

As an exploratory cross-cultural investigation, the present study content analyzed 200 Chinese personal ads and 200 American personal ads posted on four dating websites (Two websites developed in Mainland China and two in the United States).

mate selection, online dating, self-presentation, cross-cultural analysis Personal advertisements are inseparable components of many print media (Vičková, 1996).

The aim of personal ads is not only to provide information about advertisers’ personal features and their mate preferences but also to mediate personal contact.

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