The final work deals with self-representation of users of the topical mobile platform, Tinder. A special focus is dedicated to distinguishing the differences in self-esteem between genders. In this day and age, Tinder is seen as one of most widespread and innovative means of finding close amicable or serious relationships. The use of this kind of platform allows us to create “ads” containing information about ourselves. These ads can then be seen by other users, which are in turn able to decide whether they wish to contact us. In this study I will focus on a theory about gender representation in advertising by J. Kilbourne, as well as on one of her most important findings tackling the subordination of women in social, sexual, emotional and educational areas of life. In comparison to men, women are shown as mere subordinates and objectivized sexual bodies. However, men are shown as aggressive and violent, demonstrating their superiority. I am interested in knowing whether female subordination to men is also reflected in Tinder, and how this is reflected in their self-representation. In the empiric part of this research I have analysed 10 female and 10 male users of aforementioned platform. I observed women’s profile photos, status (education, occupation, etc.) and descriptions of themselves. I discovered that gender hierarchy between men and women does exist, but not as distinctively. I also came to the conclusion that men add descriptions of themselves to their pictures more often and use more emoticons than women.
|
