Abstract
Online dating has become an increasingly acceptable way for “singles” to meet appropriate partners. The author uses discourse analysis to explore the use of language in the construction of gendered identities in 20 online profiles, comparing the norms of gender presentation and communication with the ways in which language is used to signal various kinds of gendered “selves.” Dating sites require users to develop a new literacy of self-presentation, one that reinforces and re-inscribes the tendency toward promotionalism that permeates contemporary social life. In this context, how are Internet and social media users tapping into existing social and cultural resources and putting gender norms to work in their representations of self? How do online dating sites provide insight into an ongoing, reflexive process of self-promotion and self-construction?
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