The Specifics of Self-Presentation when Choosing a Marriage Partner Through Advertisements: An Analysis of Values
https://doi.org/10.18384/2949-5105-2023-4-90-107
Abstract
Aim. Psychological analysis of the peculiarities of self-presentation of the personality when choosing a marriage partner in the period of youth.
Methodology. Content analysis of marriage ads for 1995, 2010 and 2023, selected by the method of continuous sampling, as well as statistical and mathematical analysis of the obtained data was carried out. The main unit of analysis was the text of the dating advertisement. The total sample of respondents amounted to 600 people.
Results. The analysis showed that in the content of the presented characteristics and in the desired image of a future partner in women and men there is a situation of discrepancy between what the authors of advertisements offer and what the authors of the opposite sex want to find. The existing dynamics of values in the presented characteristics and values of the desired image of the future partner in men and women, which is explained by the global socio-economic, political and other changes in Russia.
Theoretical and/or practical significance of the study lies in the fact that the data obtained not only expand the ideas in the field of both family psychology and developmental psychology regarding the value-motivational sphere of young people, changing from generation to generation. In 1991, material values prevailed among young people, in 2010 spiritual and personal values, in 2023 a return to the importance of material values was observed. At the same time, the emphasis was placed on attractive appearance and following a healthy lifestyle. The results of the study provide new research vectors for specialists in family psychology, developmental and social psychology.
About the Authors
E. A. Nurmukhametov
Ufa University of Science and Technologies
Russian Federation
Russian Federation
Ernest A. Nurmukhametov – Сand. Sci. (Psychology), Psychologist of Coordination center
ul. Zaki Validi 32, Ufa, 450076, Republic of Bashkortostan, Russian Federation
I. F. Nurmukhametova
Ufa University of Science and Technologies
Russian Federation
Russian Federation
Irina F. Nurmukhametova – Сand. Sci. (Psychology), Assoc. Prof. of Department of General Psychology, psychology faculty
ul. Zaki Validi 32, Ufa, 450076, Republic of Bashkortostan, Russian Federation
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