Modern information technology has caused rapid changes in the understanding of intimacy; the quick expansion of online dating portals has opened new horizons in the field of identity, self-presentation, and the art of creating internet profiles. This diploma thesis with its analytical approach describes the characteristics of advertisements on the internet portal She–He. In March 2020, 50 male and 50 female profiles were chosen for analysis. The empirical part is dedicated to examining 9 hypotheses; the results are presented by graphs and the descriptive method. The research has shown that men’s advertisements are longer than women’s advertisements, and they offer more innovative introductions. Women publish more seducing and carefully designed photographs, but their number is the same as with men. The self-presentations of women are based on describing their activities, while men stress their personal traits. Men are more precise at stating their demands on the future partner; their goals in a future partnership are more clearly defined. Women’s primary criteria in looking for a partner are honesty, fidelity, and the desired financial situation. Men present themselves that way as well, but in their self-presentations they tend to stress their appearance more than women do. In the overall pattern, typical connections between users with higher education and the clarity of their goals are not evident; however, men with lower education have clearer demands concerning partnership and family.
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