Gender Differences in Personal Advertisements in Lithuanian Itv Sms
نویسندگان
چکیده
This study examines a popular Lithuanian iTV SMS program, Telejazz, which broadcasts music and personal ads posted by viewers to the program in the form of text messages. The contents of the televised SMS ads are compared with previous research on personal ads in print media. Despite the novelty and the technical constraints of the convergent iTV SMS medium, content analysis of the personal ads reveals that females and males have contrasting self-presentations and expectations, similar to those found in traditional newspaper ads in English. These findings are interpreted in light of the Lithuanian cultural context, interactional sociolinguistic theories of gender differentiation, and theories of technology adoption/adaption that emphasize ways in which users reinscribe existing social practices in new media.
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