by The Open University
Available in 36 free installments
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The old adage ?opposites attract? is not particularly born out by research. In fact numerous studies suggest that we tend to be attracted to people who are similar to ourselves. This applies to whether we are considering friendships or more intimate relationships. Similarities can be seen in age, ethnicity, religion, social class, intelligence, interests and some aspects of physical appearance. However, research suggests the most important similarities are those concerning beliefs, values, attitudes and how people see the world. Steven Duck (1992) explained this is because seeing the world in the same way as someone else makes it easier to interact with them. It also increases our confidence in our own attitudes which in turn bolsters our self-esteem.
Our society places particular value on physical characteristics. Curvy body shapes, long legs and luxurious hair are characteristics that are often seen as desirable in women. For men it might include characteristics such as muscularity, tallness and a firm jawline. For both sexes there is youthfulness, white even teeth, and facial symmetry. There is a vast amount of media coverage implicitly favouring, and in the case of the advertising industry explicitly promoting, these models of attractiveness. Films, magazines and television all contribute to what might be termed the tyranny of body shape images. There is a whole industry that aims to mould consumer preferences, and so sell products, by distorting the reality of normal into the unreality of ideals such as the so-called ideal of women being size zero.
Because the ideal of attractiveness based on physical characteristics rather than personality traits (such as kindness, intelligence, thoughtfulness, sense of humour) is continually being promoted in western societies, you might assume that relationships in the west would be based on physical characteristics. This assumption has been found to be true, but only up to a point. Whether or not it is true might be to do with the reason for the relationship, short-term fun or longer-term commitment.
Research suggests that what is valued in a partner also differs along gender lines. Catherine Cameron et al (1977) in a study of personal adverts found that women tended to promote themselves in terms of socially favoured personality and physical characteristics, such as sense of humour, outgoing, slim, attractive and so on. On the other hand, men tended to highlight their economic status, so will often use terms such as ?professional? or ?homeowner?. This difference seems to suggest that women ?think? that men look for personal attractiveness whilst men ?think? that women want security ? the wording of the adverts reflecting what each gender ?thinks? that the other is looking for ? is supported by a range of research.
Find the personal ads section of a magazine or local newspaper. Go through the first twenty ?women seeking men? and make a brief note of how the women describe themselves, then do the same with the first twenty ?men seeking women?. Do your findings support Cameron et al's findings?
In this activity you started with a research question related to gender differences in how people promote themselves to potential partners. You then identified relevant ?gender samples? and then you undertook an analysis of the samples in relation to defined categories, which are items in the adverts that promote ?socially favoured characteristics? and those ?promoting economic status?. So your research involved you taking a considered approach to ?testing? Cameron et al's findings.
Clearly the sample would be too small and the source too limited to provide a thorough test of gender differences in how people promote themselves in personal ads these days.
