Research Article Open Access
Seeking Love Online: A Cross-cultural Examination of Personal Advertisements
on American and Chinese Dating Websites
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. More Chinese advertisers provided information on their physical appearances, health conditions, financial status, education, and morality, whereas more American advertisers wrote about their personality and hobbies. A similar pattern was found in their statements about mate preferences: statement about physical characteristics, financial status and morality more frequently appeared in Chinese personal ads, and statements about personality and hobbies more frequently occurred in American personal ads. Results also revealed some gender differences. Particularly, Chinese women were more likely to write about their own personalities, moralities, and physical characteristics than Chinese men.
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