Marketing Molly and Melville: dating in a postmodern, consumer society

Based on a content analysis of 100 heterosexual dating advertisements, seeks to build upon the findings of previous research emerging mainly from the disciplines of sociobiology and psychology. This shows that when selling the self, men market their financial and occupational resources, whereas women offer physical attractiveness and appealing body shape, consistent with traditional 'sex-role' stereotypes and mating selection strategies. Focuses on the repetitive and changing meanings of masculinity and femininity. Argues that although what constitutes a 'feminine' identity has now diversified as men and women deal with a novel set of social conditions, women's subjectivities remain more fixed and stable than those of men. Consequently, access to cultural resources for identity construction are not equally available to men and women. (Original abstract - amended)