The intention of this thesis is to explore whether New Zealand trends in online dating parallel those identified by overseas studies, or whether patterns are emerging that are unique to New Zealand society. The Internet Windows Messenger instant messenger service (MSN) was used to interview 32 subjects about their experiences with online dating, covering areas such as motivation for using online dating; types of relationships sought; barriers to online dating; online rapport and offline chemistry; online infidelity; and managing 'difference'. Drawing on these responses, this thesis presents findings pertaining to a diverse group of New Zealanders' attitudes towards and uses of online dating. Some of the key findings show that online rapport does not guarantee offline chemistry; that there are gender differences in attitudes towards appearance, age, and receiving sexually explicit material online; and that sexual experimentation and infidelity are being facilitated through online dating. The issue of 'difference' as it relates to online dating has been largely neglected by overseas researchers, and for this reason was extensively included in this research. Key findings relating to 'difference' show that there is a clear split between those interviewees whose 'difference' impacted positively on their online dating experience (those with sexual 'difference' falling into this category), and those whose 'difference' impacted negatively (those with physical or mental 'difference'). In addition, those interviewees with a sexual 'difference' have been able to connect with other like-minded people through online dating, contributing to the 'normalization' of previously considered deviant behaviours. Based on the research presented in this thesis, it appears that New Zealand online dating activities are consistent with overseas trends, although there are indications that some behaviour may be more specific to New Zealand society, such as gender differences in relation to bisexuality, and covert same-sex encounters involving men who are either married or who state in their profiles that they are 'straight' or heterosexual.

<p>ABSTRACT</p><p>Title: ”Dating Online. Self-Marketing Through Sweden's Biggest Dating Site – Match.com”</p><p>Number of pages: 34</p><p>Author: Joanna Stokowska</p><p>Tutor: Amelie Hössjer</p><p>Course: Media and Communication Studies C</p><p>Period: Autumn term 2005</p><p>University: Division of Media and Communication Studies, Department of Information Science, Uppsala University</p><p>Purpose/aim: The aim of this paper is to study the online dating phenomenon. The questions to be answered are: how do people form their personal profiles? Does the method of how one markets him/herself, within an online dating service, vary among different age groups?</p><p>Material/method: 100 personal profiles have been downloaded and analysed from Sweden's largest dating website, Match.com. Both quantitative and qualitative methods were used when analysing the data.</p><p>Main results: Match.com gives clear instructions on how to form a profile. The company makes sure that the content of all the personal sites fulfils the company’s policy. The differences in how people in different age groups and of different gender advertise themselves, through profiles, are relatively small. Most of individuals tend to focus on descriptions of their personality, favourite activities and body. Interaction through the profiles (seen as channels) tends to have an intimate form.</p><p>Keywords: Dating online, personal profiles, mediated intimacy, mediated interaction.</p>

ABSTRACT Title: ”Dating Online. Self-Marketing Through Sweden's Biggest Dating Site – Match.com” Number of pages: 34 Author: Joanna Stokowska Tutor: Amelie Hössjer Course: Media and Communication Studies C Period: Autumn term 2005 University: Division of Media and Communication Studies, Department of Information Science, Uppsala University Purpose/aim: The aim of this paper is to study the online dating phenomenon. The questions to be answered are: how do people form their personal profiles? Does the method of how one markets him/herself, within an online dating service, vary among different age groups? Material/method: 100 personal profiles have been downloaded and analysed from Sweden's largest dating website, Match.com. Both quantitative and qualitative methods were used when analysing the data. Main results: Match.com gives clear instructions on how to form a profile. The company makes sure that the content of all the personal sites fulfils the company’s policy. The differences in how people in different age groups and of different gender advertise themselves, through profiles, are relatively small. Most of individuals tend to focus on descriptions of their personality, favourite activities and body. Interaction through the profiles (seen as channels) tends to have an intimate form. Keywords: Dating online, personal profiles, mediated intimacy, mediated interaction.

This thesis investigated women’s self-presentation when seeking a romantic partner on an online dating site. Fifteen online dating profiles written by women, ages 25 to 29, seeking a male partner were collected and analyzed. Narrative analysis was used to study the profiles’ thematic content and structural form. From the thematic analysis, two stories emerged: the Single Woman Story and the Relationship Story. Within the Single Woman Story, there were four themes: Poetic and Philosophical, Idealistic, Independent, and Active. Within the Relationship Story, there were two main themes: Adventures of a New Life Stage, and Sharing a Life with Someone. From the structural analysis, a continuum was evident: at one end, women focused primarily on themselves (Who I Am) and at the other end, women primarily focused on a potential partner (Who You Are). The strengths and limitations of the study, along with implications of the results are discussed.