Self presentation in online environments: a study of Indian Muslim matrimonial profiles

Smeeta Mishra, Mathukutty M. Monippally, Krishna Prasad Jayakar

Research output: Contribution to journalArticle

4 Citations (Scopus)

Abstract

This study examines the self presentation practices of Indian Muslim men and women in online matrimonial advertisements. Findings indicate that while Indian Muslims are using the new medium to adhere to traditional cultural and religious values, they are also making critical adjustments to adapt to the medium itself. While Muslim men and women claimed to possess different attributes in their profiles drawing upon gender role expectations in Indian society, they were identical in their preference for light skin or what is termed as 'fair complexion' in Indian English. An overwhelming majority of advertisers claimed to possess desirable skin tones and body types. Few Indian Muslim profiles highlighted external manifestations of religiosity, such as praying five times a day, wearing a hijab or burqa, and observing Ramadan. Further, results of this study also illuminate the influence of South Asian culture on Islamic practice, which is evident in the mention of caste identifications in the online matrimonial profiles.

Original languageEnglish (US)
Pages (from-to)38-53
Number of pages16
JournalAsian Journal of Communication
Volume23
Issue number1
DOIs
StatePublished - Feb 1 2013

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self-presentation
Muslim
Skin
role expectation
caste
gender role
new media
Values

All Science Journal Classification (ASJC) codes

  • Communication
  • Education

Cite this

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Self presentation in online environments : a study of Indian Muslim matrimonial profiles. / Mishra, Smeeta; Monippally, Mathukutty M.; Jayakar, Krishna Prasad.

In: Asian Journal of Communication, Vol. 23, No. 1, 01.02.2013, p. 38-53.

Research output: Contribution to journalArticle

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