Arts and Humanities Commons^™

Looking For Mr. Right Or Mr. Right-Now: A Content Analysis Of Gay Men’S Personals, Matt Reid

Masters Theses

Personal advertisements have long been valued by researchers for evaluating norms relating to love and romance in any given societal context. Using thematic, directed content analysis on ads placed on a popular online dating website, this exploratory study seeks to uncover the various ways by which gay and straight men craft an image of the ideal self.

Results largely diverge from previous studies, most of which were conducted prior to the advent of online dating and at a time in a society where homosexuality was more taboo. The current study found that gay men, more often than straight men, employ …