MATE SELECTION AND MASS COMMUNICATION IN INDIA

In: Public opinion quarterly: journal of the American Association for Public Opinion Research, Band 17, Heft 4, S. 481-495

Abstract

A content analysis of 400 matrimonial advertisements from 4 English language Indian newspapers, indicate that traditional selective techniques are replaced by new ones. The advertisements bespeak of the individualization of selection of partners for marriage. The characteristics of and in advertisements were: (1) Caste works imperfectly in the larger cities. 25% of M indicated caste to be no barrier to marriage, and 15% did not mention caste. 75% of F named their caste and 25% indicated the caste to which they expected their future husbands to belong. (2) Age of advertisers was above the prevailing level. (3) M attached considerable value to education on the part of future wives and F placed less on the educational achievements of husbands. (4) A favorable family status was mentioned by 33% of M and 50% of F, with 17% of M mentioning superior family status as requirement for future wives, and 8% of F doing so. (5) Occupations were mentioned by 75% of M with only 11% of women because Uc women in India are employed. Most M did not name occupational requirements for wives, with F being more specific on this. (6) Own physical traits were described by 20% of M, with 50% of F doing so. Appearance of M in F advertisements played a small role, but among M 50% specified attractiveness as a requirement. It is concluded that individualization of marriage selection and other spheres of life is increasing in urban areas and will spread to rural areas as well, but changes in the social system will come slowly. L. P. Chall.