Naomi Meyer's thesis: Anyone can be Anyone

Naomi Meyer Jhb-34170 Lecturer: Jonathan Cane Field of Specialisation: Alchemy

[Type the document title] [Year]i

Abstract This report draws on a qualitative study of South African Cupid.com, a South African dating website, to juxtapose the fixed, coherent elements of personal branding, and the playful, shifting elements of the disembodied identity on Internet dating websites. The Internet is taking over people’s lifestyles, and Internet dating is becoming an effortless way of finding a partner in today’s consumer, fast-paced society. By applying a qualitative analysis of the dating website, ethnographic participation and a review of literature, the tensions and connections between personal branding and the disembodied identity are explored conducive to determining whether this tension constitutes the possible creation of the self as a brand. The competing structures are examined in order to establish the type of personal brand that is made possible by the tenuous relationship. Four members of South African Cupid have been approached and interviewed in order to determine whether the online brand is maintained offline.

[Type the document title] [Year]ii

Contents 1. Introduction 1.1. Focus of the Study 1.2. Rationale 1.3. Purpose of the Study 1.4. Demarcation 1.5. Outline of the Study

.1 .1 .1 .3 .3 .3

2. Literature Survey 2.1. Literature Review 2.2. Research Problem 2.3. Research Question and Sub-questions 2.4. Objectives of the Study 2.5. Goals

.5 .5 .12 .12 .13 .13

3. Methodology 3.1. Research Design 3.2. Research Methods 3.3. Method of Recruitment 3.4. Data Collection and Analysis 3.5. Ethical Issues

.14 .14 .15 .16 .16 .17

4. Empirical Data

.18

5. Data Analysis 5.1. South African Cupid.com 5.2. Themes and Sub-themes

.20 .20 .21

6. Findings and Conclusions

.27

7. List of Images

.31

8. Bibliography

.32

9. Addendums 9.1. Addendum A 9.2. Addendum B

.37 .38 .39

[Type the document title] [Year]iii

“Choose your avatar, your on screen persona, but don’t worry if it doesn’t suit, you can modify it later. Second Life is a space for the creation of an alternative identity. It functions as a quasi materialized projection of desire.”

(Orbach 2009: 77)

[Type the document title] [Year]1

I Introduction The aim of the introductory chapter is to present the focus, rationale, purpose, demarcation and outline of the study.

1.1 The focus of the study The topic of study analyses the presentation of the disembodied identity in Internet dating websites as the possible creation of the self as a brand. The study furthermore explores the conflicting relationship between personal branding (which is fixed and coherent) and disembodiment (which is shifting and playful). The competing structures are examined by drawing on earlier studies of personal branding, disembodiment and self-marketing in order to establish the type of personal brand that is made possible by the tenuous relationship of personal branding and disembodiment.

1.2 Rationale The study of personal branding in online dating websites is undertaken, as personal branding in the online context is currently underexplored. A number of studies have been attentive to personal branding and self-marketing independently, but few have been applied to the context of a disembodied identity.

The Internet is most popular for the fact that it has become an alternative to the search for companionship, friendship, and romantic relationships. The number of websites promoting the opportunity to meet people with similar interests and hobbies, the pursuit for love, friendship or sex has grown tremendously. The trend of online dating originated from the fact that the post-modern individual’s life is rapidly changing due to the expanding amalgamation and domination of the Internet into people’s lifestyles (Drennan, Luck & Wiyanto 2008: 1). This has resulted in online dating rapidly becoming a prominent way of finding a partner, due to the fact that it sustains a setting with a reduced time cost of meeting a possible partner, and a means of playing with the identity (Ardévol 2005: 2; Ariely, Hitsch & Hortaçsu 2004: 4). Internet dating platforms administers a different and new kind of personal relationship that can be advanced online, thus I consider it important to study the type of branding that is made accessible by disembodiment.

1.2 Rationale

[Type the document title] [Year]2

Personal branding is an essential factor in contemporary society, as stated by Kaputa (2005) “today, branding isn’t just for companies, Hollywood celebrities, or highly paid athletes. People in all walks of life are starting to use personal branding to get ahead in the game of life”.

Personal branding situated in relation to a disembodied identity is something we should be studying in South Africa, as discoveries in new research appointed by MWEB has verified that 74% of South Africans go online particularly to visit social networking sites, of which 24% meet intimate partners and go on face-to-face dates with someone they have met online (Social Networking in South Africa 2010). According to Schawbel (2009: 12), the expansion and success of online social networking has led to an increase in interests of personal branding. This has made personal branding accessible for all people.

The study of personal branding in the context of Internet dating websites is essential for contemporary society. Nunes (cited in Merkle & Richardson 2004: 3) observes that the creation of a new civilization is being actuated due to the proliferation of the Internet, a civilization “that exists on the shimmering surface of our computer screens”. It is evident that the Internet has a significant effect on social life, and has even influenced the means in which we market ourselves in order to seek prospective romantic and platonic partners. In contemporary society the means by which an individual discovers a dream partner online “…requires little more than a computer, a modem and an ability to make conversation” (Wysocki cited in Merkle & Richardson 2004: 4).

The topic of study relates to branding in an appropriately meaningful way, as personal branding is a relatively new concept which is often misunderstood and misapplied, therefore the researcher clarifies the definition of personal branding in order to highlight the tension between the fixed elements of personal branding in relation to the playful elements of disembodiment.

The appeal for personal branding has grown as rapidly as the proliferation of the Internet.

Therefore a study of personal branding in relation to the online identity is vital.

1.3 Purpose of the Study

[Type the document title] [Year]3

1.3. Purpose of the Study The purpose of the study is to provide a better understanding of personal branding and to determine whether individuals brand themselves in the process of recreating the identity on Internet dating platforms, and the means in which the articulate elements of personal branding can be applied to the playful and shifting disembodied identity. Essentially the purpose is to establish what type of branding is made possible by disembodiment.

1.4. Demarcation The application of personal branding in social networks other than online dating websites will not be studied. The research is confined to Internet dating websites in which individuals seek intimate personal relationships with others.

1.5. Outline of the Study The thesis comprises of six chapters: Introduction, Literature Review, Methodology, Empirical Data, Data Analysis, and Findings and Conclusions.

The introduction demonstrates a brief focus of the study. A rationale and the purpose of the study are provided in order to present a comprehensive understanding of the thesis.

The literature survey studies significant theories which reinforces the research problems, objectives and goals that are listed after the literature review. A number of research questions are derived from the related theories. The literature survey analyses the definition of Internet dating platforms and its varying functions, the concept of an identity in context with the disembodied realm of Internet dating platforms, and the concept of disembodiment in context with the online identity. In addition, the literature study distinguishes the disembodied identity in relation to personal branding, and the means by which personal branding is possibly implemented in a disembodied context. A theoretical foundation directs the study to the next chapter.

1.5 Outline of the Study

[Type the document title] [Year]4

The methodology presents information on the manner in which data is collected, the subjects that are involved and excluded, and the method of recruitment. Furthermore, the methodology presents the manner in which ethical issues are resolved.

The empirical data reveals the data that has been collected by executing ethnographic participation utilizing qualitative data; this chapter deliberates the application of the qualitative fieldwork. The data analysis presents the evaluation and results of the empirical data by measuring the empirical data against the literature survey; the research questions are answered in this chapter.

[Type the document title] [Year]5

II Literature Survey The research presented in this paper studies the means by which individuals present themselves when anonymous and disembodied in the online world. The study examines whether personal branding elements can be applied to the self in online dating by means of the recreation of a disembodied identity. If personal branding does occur online the study will analyze the tension and connection between the playful elements of disembodiment and the articulate, fixed execution of personal branding, as well as the means by which the online brand affects the offline identity.

The definition of Internet dating platforms and their varying functions is clarified by found research. Past studies convey that Internet dating platforms are growing in popularity, as they are inexpensive, instantaneous, effortless and accessible ways of meeting potential partners, on which physical and personal attributes of the individuals are displayed. The aim of the individual utilizing Internet dating sites is to attract another with the intention of developing a romantic relationship or companionship (Ardévol 2005: 6-7). The persons on the dating sites apply self-description as an interceder between the target audience and the subject as portrayed in the profile. An additional reason for the growth in popularity is the fact that it offers the opportunity to interact anonymously, thus allowing participants to maintain their identity, or to experiment with and play with their identities (Ardévol 2005: 2).

South African Cupid.com is the online dating website that is studied as the disembodied domain of animated fantasy, and a means through which persons advertise themselves. Arvidsson (2006: 678-679) observes that Internet dating platforms embody an abundance of profiles to scan through, photos of others and information about height, gender, race, body types, and hair colour. Arvidsson (2006: 679) reinforces his previous statement by maintaining that “dating sites neither hide nor reveal, they give signs”, and that “the effect is primarily of leaving blanks that stimulate curiosity and fantasy”. A realm of imagination and play unrestricted by reality facilitates online personal relationships.

Literature Survey

[Type the document title] [Year]6

In essence, Internet dating platforms are opportunities for the conception of a substitute identity. It is a space where individuals connect and reciprocate facts about themselves, fashioning identities that, for the most part, relies on imagination (Orbach 2009: 78).

The concept of an identity in context with Internet dating platforms is debated by past research. In order to understand the concept of disembodiment in context with the online identity deliberated by the abovementioned researchers, it is necessary to understand disembodiment in the light of Beusch’s (2006: 8) theory of the online identity not needing to coincide with the corporeal identity. Zhao (2005: 388-392) expands on Beusch’s theory by reasoning that disembodiment in the online context is a detachment of the self from the corporeal identity, unlike the corporeal identity where the individual is in the indubitable physical vicinity of another. Dreyfus (2001: 50) continues to define disembodiment as the irrelevance of our bodies, and states that “our minds seem to be present wherever our interests take us”. Dreyfus (2001: 50) emphasizes the irrelevance of the body in connection with disembodiment by conveying that the notion of disembodiment online is celebrated as a grand new venture in “sloughing off our situated bodies and becoming ubiquitous”; however, a fear exists that this may lead to a loss of vital embodied human abilities by an isolation from the corporeal body and essentially the physical world.

The feared and celebrated notion of disembodiment is confirmed by Ajana (2005: 2) who accurately states that “in every utopian encounter, images are conjured of how technology may set us astray… from the constraints of our own bodies”, and therefore describes disembodiment as the “transcendence of body limitations through electronic prosthesis”. This confirms the conception of substitute identities on Internet dating platforms, as the result is that multiple selves are created as individuals construct different, shifting identities by partaking in role-play games. Therefore anyone can be anyone (Hardey 2002: 583; Kellner 1995: 4; Turkle 1997: 32).

In order to establish what an identity is in the context of the disembodied realm of Internet dating platforms, the research intends to convey an understanding of the concept of disembodiment in connection to the online identity. This connection is studied in relation with Schouten’s (1991: 413) argument that an identity is “the cognitive and affective understanding of who and what we are”. Past research has suggested that the online identity is toyed with, as individuals interact with others from a distance in disembodied conditions. This form of interaction allows participants to write a fluid self into being, giving rise to an online identity

Literature Survey

[Type the document title] [Year]7

which differs from the offline self (McCabe, Watchravesringkan & Yurchisin 2005: 736; Waskul 2003: 4; Zhao 2005: 390). As accurately affirmed by Beusch (2006: 7) Cyberspace is much celebrated because it is viewed as a disembodied realm of social interaction. The identity adopted in a chat room or a message board need not bear any resemblance to the physical, corporeal and material body that is so important in face-toface interactions.

The research is built on the fact that in a disembodied environment the online identity connects with others indirectly and from a distance. The online identity is electronically linked to another individual whilst bodily removed and in separate locations. The result of the fact that anyone can be anyone in a disembodied platform is a playful online self-presentation, which becomes an imperative part of self-construction (Zhao 2005: 392). Fundamentally, playful selfpresentation is enabled by the fact that the omission of embodiment removes the need to be limited to the physical, and allows the initiation of toying with new and improved identities and, in some instances, dematerializes one’s existence. The individual on an online dating site is no longer constrained by a single identity, but has the potential to display fluidity by occupying various roles. The fluctuating identity on an Internet dating website becomes a reflexive assignment, and the marketing of such an identity becomes a game (Orbach 2009: 79).

Found theories confirm a relationship between self-marketing and personal branding in a disembodied framework. The practice of self-marketing in online dating platforms has been verified by past research. Giddens (cited in Ardévol 2005: 9) asserts that the self online “has become a reflexive project, created and displayed through a plurality of consumer choices and cultural preferences”, thus the research is guided by the following question: whether or not the marketing of the self in the disembodied context of Internet dating is associated to the branding of the self. This interrogation will disclose whether online identities do in fact brand themselves, or simply market themselves. Shepherd (2005: 5) affirms that the concepts of selfbranding and self-marketing are often mistaken for a similar idea. Enslin (2003: 20), however, argues that “the concepts of marketing and branding are so inextricably linked it is futile to separate them”. Ries and Ries (2000: 2-4) resolves that the two competing concepts of selfmarketing and self-branding are separate theories, but are connected by the fact that the basis of the marketing process is to build a brand in the minds of consumers.

Literature Survey

[Type the document title] [Year]8

According to Ellison, Gibbs and Heino (2010: 437) self-marketing is defined as a consumeroriented approach, in which the individual on an Internet dating site becomes a product via marketing the self and buying another self. As mentioned, many researchers have studied self marketing online as the concept of playing with the identity, the self becoming a reflexive project, and individuals creating multiple selves by partaking in role-play games online. The analysis of whether this leads to or connects with personal branding is underexplored.

An Internet dating platform is a domain of fantasy and the imagined, and the characteristics of an individual playing with the identity is affirmed. However, past research has discovered that the anonymous identity on a dating site utilizing the consumer-oriented approach highlighted

by Ellison, Gibbs and Heino (2010: 437), seldom creates a fantasy self, but the anonymity operates as a basis of establishing real world relationships, and the building of trust (Hardey 2002: 583).

Giddens (cited in Ardévol 2005: 9) expands on the concept of the anonymous online individual marketing the self by stating that the online body is associated with consumption in contemporary society, as the body constitutes a part of an identity augmenting project. The questions derived from the studied literature is the following: how will the correlation between the self-description and the image portrayed of the online self be constituted in the public spaces of interchange in order to market the self, and what decisions do people make when deciding on the image they want to project of themselves in order to establish the said real world relationships?

The playful self-presentation of an online identity can be problematic in relation to selfmarketing, as the online identity is susceptible to pretence; one can be whatever one wishes to be (Beusch 2006; Hardey 2002: 85; Kellner 1995: 4; Turkle 1997: 32). Featherstone (cited in Jagger 2001: 42) claims that online selves “engage in an endless, superficial play with signs and images, producing multiple and shifting identities, continually reinventing themselves”. The perpetual reinvention of the self is often considered necessary in Internet dating, as it allows one to continue to be competitive in selling one’s image in a progressively competitive realm (Shepherd 2005: 6).

Literature Survey

[Type the document title] [Year]9

If personal branding can be applied to a disembodied identity by way of personal branding’s connection with self-marketing, the research examines the type of branding made possible by the tenuous, playful domain of Internet dating websites.

Personal branding in Internet dating platforms is currently underexplored. In contrast to selfmarketing, when implementing personal branding individuals do not undertake the recreation of an identity, as changing the self or playing with one’s identity is admonished (Shepherd 2005: 6). Personal branding is concrete and coherent, whereas the disembodied identity is constantly shifting and playful. The purpose of the study is to explore the entangled relationship between the fixed, concrete components of personal branding applied to the shifting, playful disembodied identity (made possible by self-marketing). Little research has interrogated whether personal branding is truly at odd with the playful elements of the disembodied identity on an Internet dating website.

Kaputa (2005) defines personal branding as “a strong personal identity based on a clear perception about what you stand for”. Hearn (2008: 198) specifies personal branding as the self-conscious construction of a promoted and presented self, focusing on attaining monetary value and captivating the recognition of others. Personal branding in any context thus involves the integral strategy for success in an accelerating complex, fluctuating and flexible corporate world. The function of a personal brand is outlined as the production of material profit and material value.

An individual’s self-brand, according to Kaputa (2005), Montoya and Vandehey (2002: 15), and Schawbel (2009: 3) is people’s perceptions of your strengths, goals, character, and worth, portraying a quintessential identity. People in all spheres have started to brand themselves in order to maximize their potential and accomplish their goals. Personal branding differentiates one person from another, thus assists individuals in standing out from their competitors in any context.

The research explores the differences between online and offline personalities. The creation of the online identity influences the decisions that people make when determining the image they want to project of themselves to attract and develop offline real world relationships. If personal branding is a possibility online as established by Drennan, Luck and Wiyanto (2008: 1), the

Literature Survey

[Type the document title] [Year] 10

research studies the extent in which the personal brand is carried across to the offline identity, if at all. This is studied by drawing on McCabe, Watchravesringkan and Yurchisin’s (2005: 739) affirmation that individuals often maintain different identities online and offline. The research is thus guided by the following questions: is personal branding executed in the online dating context, and if so, how is it accomplished and maintained for both the online and offline identities?

In light of the abovementioned questions, past research has delved into the question of the fixed notion of personal branding related to a shifting online, disembodied personality. Despite the fact that personal branding reprimands the recreation and playing with an identity, Montoya and Vandehey (2002: 22), and Shepherd (2005: 10) stress that the personal brand does not mean that you have to become the brand. Drawing on Montoya and Vandehey’s (2002: 22) statement that “a personal brand is not you; it is the public perception of your personality and abilities” and Shepherd’s (2005: 10) assertion that a personal brand “doesn’t mean you are losing ‘you the person’; it does mean you are shaping the perception people have of ‘you the person’”.

My argument develops from the question of how personal branding can be applied to a shifting, playful online identity. Furthermore, the research analyses the following studies that affirm the existence of personal branding in the shifting online context, and the relation and tension that occurs between personal branding and disembodiment.

Hearn (2008: 213) acknowledges the existence of personal branding in an online dating context, and distinctively defines an online personal brand as inventories of numerous types of selves that obscure the differentiation between product and consumer. Personal branding online can thus be directly related to the concept of the disembodied identity playing with the identity and the self becoming a reflexive project. The construction of an online branded identity comprises of the fashioning of a marketable, divisible narrative or image.

Hearn (2008: 211) elaborates by asserting that users of dating sites create inventories of branded selves, as they consume and obtain others in the “social marketplace”. Despite the fact that they are not necessarily consciously branding themselves, they prevail as global subjects of worth, and become product, producer and consumer.

Literature Survey

[Type the document title] [Year] 11

Ardévol (2005: 3) is of the opinion that Internet dating users consider the creation of their identities not only as fantasy or playing, but furthermore they assess their investment in terms of product, quality, profit, output, and efficiency. Therefore the conception of an identity on an Internet dating site strongly relates to personal branding. Individuals utilizing Internet dating platforms may lie about their identities and appearance, but researchers have found that the body and the accurate representation of the physical embodied self remains an important factor. Robinson (2007: 94) furthermore highlights that in creating online selves, users do not attempt to alter or surpass the most important elements of their offline selves, “rather, users bring into being bodies, personas and personalities framed according to the same categories that exist in the offline world”. This demonstrates that members participating in online dating and the fashioning of an identity in a disembodied context want to maintain the corporeal, offline body online in some way, rather than to create an imaginary identity that surpasses the corporeal, offline identity. Robinson (2007: 100) deduces that online environments admit the exploration of new realizations of ourselves, the relationship between our corporeal and disembodied identities, and the mind-body duality.

Appertaining to the abovementioned statements, Drennan, Luck and Wiyanto (2008: 1) conclude that “branding elements can be applied to an online dating context in the terms of autonomy, relatedness, and competence”. Personal branding involves the fact that individuals are commoditised by the process of buying other selves and selling oneself. The research inquires into these statements.

Drawing on the found theories concerning personal branding and self-marketing in a disembodied context, the research interrogates to what extent the concrete elements of personal branding are at odd with disembodiment’s playful elements, and studies the type of branding that is made possible by disembodiment. The research resolves and articulates that once the certain type of personal brand has been established in the disembodied form, individuals might feel driven to become this brand. Consequently, the study will investigate whether the online identity affects one in such a way that the offline personality becomes the brand (Arruda 2003: 6).

In conclusion, there is an evident tension between the concrete and systematic aspects of personal branding and the playful, fluctuating concept of disembodiment. However, this

2.2 Research Problem

[Type the document title] [Year] 12

tension may bring forth a different and intriguing form of personal branding. The study probes into the questions and statements deduced from the literature review in order to identify findings and conclusions. The problem and research questions are derived from the literature survey and follows.

2.2 Research Problem Disembodiment and anonymity changes the way we perceive ourselves, the anonymous other may become abstruse (Beusch 2006; Ellison, Hancock & Toma 2008: 103). A tension exists between the conflicting relationships of the systematic and fixed aspects of personal branding and the playful, shifting concept of disembodiment. The notion of personal branding as concrete may be at odd with the playful elements of disembodiment, however, a new form of personal branding may be brought forth in the disembodied environment of an online dating community. The purpose of the research is to resolve the problem statement by determining whether personal branding exists in the online platform of dating websites, and whether the personal brand implemented is truly at odd with the disembodied identity.

The following questions and objectives are analyzed to obtain a meaningful answer to the abovementioned problem statement. The objectives are the steps taken in the course of the study in order to reach the goals (FouchĂŠ & De Vos 2005: 116).

2.3 Research Questions Through the content analysis of an individual’s presentation of the self on Internet dating platforms, the research question is: What is the connection between personal branding and the disembodied identity?

The following sub-questions are derived from the abovementioned question: 1. Is the interpretation of personal branding as fixed truly at odd with the playful elements of disembodiment?

2. How do individuals come to conceive themselves when they and those they are presenting themselves to are disembodied and anonymous?

2.4 Objectives of the Study

[Type the document title] [Year] 13

3. What decisions do people make when deciding on the image they want to project of themselves in order to establish the said real-world relationships?

4. What form of personal brand is made possible in the shifting and playful circumstances of disembodiment? To what extent is this form of branding executed, and how is it performed?

5. If personal branding is executed in the online dating context, how is it maintained for both the online and offline identities?

6. Does the personal brand created for the online identity affect the offline identity?

2.4 Objectives of the Study The objectives of the study is to determine whether personal branding exists in Internet dating, as the disembodied individual partaking in the process of Internet dating is said to involve the self in a deliberate strategic operation, and the individual becomes an asset (Jagger 2001: 42; Zhao 2005: 387).

The objective is to inquire into the differences between personal branding and disembodiment in order to establish whether personal branding as fixed and coherent is truly at odd with the shifting, playful elements of disembodiment.

If the research presents evidence that the individual partaking in Internet dating websites is implementing personal branding by means of the recreation of a disembodied identity, I examine the extent to which they execute it, how they go about branding the self, and the type of personal branding that is made possible by disembodiment.

2.5 Goals The formulation of the goal of the study depends on the final outcome as directed by the study (FouchĂŠ 2005: 104). The goal of the research is to expand the present knowledge of personal branding as it is manifested online, by exploring how personal branding relates to the means in which people play with their online identities, and how this affects their offline identities. This will lead to the revelation of whether personal branding is implemented by the individual participating in online dating websites. Ultimately, the goal is to determine how personal branding occurs in a disembodied context, and what type of personal brand is made possible in a disembodied context.

[Type the document title] [Year] 14

III Methodology 3.1 Research Design The research design directs the formation of instructions and directions that administers the research problem (Mouton 2001: 107). The research presented executes ethnographic participation utilizing a qualitative data collection approach. Ethnographic research encompasses the process of becoming immersed in an online dating community (namely South African Cupid.com) that I have originally been unacquainted with, and in partaking in such a setting a systematic written account of the experiences and observations obtained is assembled. The purpose of becoming involved in the dating website is to study the means in which online dating participants market and brand themselves when disembodied and anonymous and to analyze the competing frameworks of personal branding and disembodiment (Emerson, Fretz & Shaw 1995: 2).

Ethnographic participation enables the examination of the online community’s patterns of behaviour. The final outcome of this ethnographic study is a holistic, explanatory and analytical portrait of the online community in order to determine if and how they brand themselves in a disembodied environment and the means in which members of the online community play with their identities and involve themselves in reflexive projects by creating multiple identities. A deep understanding of the community observed is provided. Subsequent to the ethnographic participation, objective accounts are written of the lived experience (FouchÊ 2005: 269).

The application of qualitative data analysis denotes a large quantity of descriptive data that is collected by utilizing methods such as in-depth interviews with members of South African Cupid.com, participation observation through an involvement in the dating website, and document analysis. The qualitative data collection approach makes use of the insider perspective, which denotes the aim to build up the understanding of the South African Cupid.com community by immersing myself in the dating website, and to reform the basic sententious structures. The methods of qualitative data analysis will also be explanatory and holistic (FouchĂŠ 2005: 333; Mouton 2001: 169).

3.2 Research Method

[Type the document title] [Year] 15

In summary, information for this study is acquired through the execution of the qualitative research and ethnographic participation which entails becoming involved in the online dating community, leading to the selection of members of the dating website in order to implement in-depth interviews, as well as the study of relevant literature. The interviews conducted are used to attain additional information about the project, and to apprehend the project’s objectives and goals. Fundamentally the qualitative research and ethnographic participation allows me to critically deliberate the possibility of the implementation of personal branding by the members of South African Cupid.com in a fluctuating disembodied setting. The research design ensures the effectiveness and credibility of the results (Fouché 2005: 268; Mouton 2001: 107-110).

3.2 Research Method Subjects are identified and involved according to the term of universe, which is described by Arkava and Lane (cited in Strydom 2005: 193) as “all potential subjects that possess the attributes in which the researcher is interested”. The universe applied in the study is all online communication websites. The population (limiting the components of the study) is the dating websites, and the sample used is a South African Internet dating website namely South African Cupid.com.

Four members of the dating website are selected and studied, and only certain types of subjects are included by imposing purposive sampling. Purposive sampling is made up of components that consist of the most typical characteristics of the population, thus based on the researcher’s opinion (De Vos 2005: 202).

The inclusion criteria consist of four members selected from South African Cupid.com, of which all are males. The preferred language is English and/or Afrikaans. The candidates vary from the ages of 25 – 35. Only individuals who have added a profile photograph of themselves and at least five additional photographs are included. The members must have written at least 100 words describing themselves and what they look for in a partner, as well as additional information about their personalities and interests.

3.3 Method of Recruitment

[Type the document title] [Year] 16

The exclusion criteria consist of individuals without a profile photograph of the self, without additional photographs, an outline of their personalities, and without a description of their interests.

3.3 Method of Recruitment The selected subjects are approached online and informed of the research being imposed. Once the subjects consent to participate, in-depth interviews are administered with the four subjects independently. The in-depth interviews are audio recorded. As much as possible is uncovered about each individual’s offline identity in order to establish the differences between the offline and online identities, and the manner in which they present themselves in order to market and brand their identities both offline and online. This process determines whether there is a distinct difference between the online and offline identities, and whether the branding of the self is truly at odd with the playful elements of disembodiment.

3.4 Data Collection and Analysis Two sources of data collections are applied, namely four in-depth interviews and the process of becoming immersed in the South African Cupid.com website.

The data analysis is the means of unpacking the information obtained from the website and the in-depth interviews. After the collection of information coding is implemented in order to analyze the information. With the use of coding themes and sub-themes are identified.

According to Marshall and Rossmann (cited in De Vos 2005: 338) “coding data is the formal representation of analytical thinking�.

Data is continually collected and analyzed. Constant coding assists the study. Audio recordings are made concurrent with the in-depth interviews. Field notes are made after each in-depth interview. The total process includes developing categories and themes for the raw data and then documenting the feedback obtained from the in-depth interviews by using graphics and tables. Themes and sub-themes are identified according to the data attained during interviews,

3.5 Ethical Issues

[Type the document title] [Year] 17

which is transferred and interpreted afterwards (Creswell 2009: 184; Morse 2009: 209; Mouton 2001: 197).

According to FouchĂŠ (2005: 272), ethnographic research has possible ethical problems, as the researcher does not simply immerse the self in the community and leave it without having been influenced in one way or another. The process of collecting data in the online community demands personal engagement in the website, skills to resolve conflict, the strength to withstand and to deal with possible dangers and situations of difficulty.

3.5 Ethical Issues Selected members’ consent to participate in the study is obtained. Members remain anonymous. The notes and the audio recordings made about the in-depth interviews are stored in a locked cabinet. In order to ensure my own safety, a male that has consented is present during the in-depth interviews.

[Type the document title] [Year] 18

IV EMPIRICAL DATA As mentioned earlier, four members of the dating website namely South African Cupid.com have been selected and studied. The empirical data was collected over a period of three months, from July to September. During this period letters were sent to the subjects via the website’s mail service in order to gain their consent (see Addendum A attached). Consequently four interviews were administered individually. The dialogue with the selected interviewees was actualized in an informal and non-threatening environment. Subsequent to a calm setting, participants felt at ease with their surroundings and shared their experiences and sentiments spontaneously. The interviews performed were based on the researcher’s ethnographic participation on the dating website. A framework of questions was used in order to guide the discussion (see Addendum B attached). The framework of questions was answered indirectly by the interviewees during the conducted interviews, which results in an articulate understanding of the main research question and the research objectives. The questions were discursively woven into the interviews, and interviewees freely expanded on any informal questions or remarks provided.

Certain concepts were identified from the in-depth interviews which allowed for the coding and organizing of relevant data. Repeated information was identified and divided into themes and sub-themes. Following the in-depth interviews was an empirical analysis of data, wherein the repetition of information and answers to questions were coded and divided into themes and sub-themes. A systematic written account of my experiences and observations on South African Cupid.com was accumulated.

Basic information of participants: Respondent one: Gender: Male Age: 28 Languages spoken: English, Afrikaans Ethnicity: Caucasian (white)

Empirical Data

[Type the document title] [Year] 19

Respondent one’s sub-headline claims that he is a Hopeless Romantic Gentleman. He is a part-time student and has been partaking in Internet dating for two consecutive years. Respondent one has not succeeded in a romantic relationship on South African Cupid.com; however, he has acquired several pen-pals and platonic companions.

Respondent two: Gender: Male Age: 26 Languages spoken: English Ethnicity: Caucasian (white) Respondent two is new to the scene of Internet dating. He has recently relocated from Cape Town to Johannesburg, and is currently seeking potential platonic and romantic partners on South African Cupid.com.

Respondent two’s sub-headline states his name.

Respondent three: Gender: Male Age: 35 Languages spoken: English Ethnicity: Black Respondent three emigrated from England to South Africa at the beginning of the year 2011, and is currently seeking potential platonic and romantic partners on South African Cupid.com. His sub-headline affirms that he is an Englishman in Joburg.

Respondent four: Gender: Male Age: 32 Languages spoken: Afrikaans Ethnicity: Caucasian (white) Respondent four has been participating in Internet dating for four years, and has succeeded in three real-world relationships by utilizing online dating.

One relationship lasted a year, one lasted eight months, and he recently met his current partner on South African Cupid.com. His sub-headline conveys that he is Down to Earth.

[Type the document title] [Year] 20

V Data Analysis 5.1 South African Cupid.com The act of ethnographic participation and a consummate involvement in the dating website has engendered a thorough analysis pertaining to the means in which the selected website functions. The following account of South African Cupid.com enables a better understanding of the data that has been collected and analysed.

Most dating websites have similar formations and requirements. As stated by Arvidsson (2006: 673) all Internet dating sites are becoming “a general trend to commodify our ability to construct a social world through communicative interaction”. South African Cupid.com is formulated as a gallery of profiles to browse through and presents the opportunity to experience “South African dating and singles”. The site caters for South African citizens seeking South African partners.

Participants are required to fill in an online form with a number of sections providing a detailed account of who the user is and the user’s interests, this is known as the user’s profile. Ardévol (2005: 6) affirms that a profile is “the user’s ‘calling card’. It is a display of physical and personal attributes, of worries and hobbies, focused on finding the right person”. The complete profile is arranged into four fields namely Your Basics, Your Appearance, Your Lifestyle, and Your Background/ Cultural Values. Members are encouraged to add photos, videos, a sub-headline and supplementary information about themselves. The profile can be altered with regards to personalised security settings.

Upon logging onto the site a list of recommended matches is provided by the website. If the participant is not satisfied by the recommended matches an advanced or basic search can be utilised. Once the desired participant has been selected, one can “show interest” by clicking on an icon conveying the symbol of a heart. The “show interest” icon admits communication.

5.2 Themes and Sub-themes

[Type the document title] [Year] 21

South African Cupid.com offers ease and convenience regarding the pursuit of relationships.

Ardévol (2005: 1) confirms that all Internet dating websites “offer a reliable and easy way to establish contacts”.

5.2 Themes and Sub-themes The following chapter analyses and examines the empirical data in contrast to the relevant literature studies.

The interviews with four selected members of South African Cupid.com as well as the ethnographic participation and observation presents an insightful view into the online dating arena and the relationship that personal branding has with the disembodied identity. The analysis of concepts, themes and sub-themes is derived from my own and the four respondents’ personal experiences.

Having studied the online profiles of the selected members and having met the members faceto-face allows for a scrupulous understanding of online dating and the behavioural patterns of members. The themes and sub-themes have been deduced relevant to clarifying and solving the research question. The four interviews have been combined in order to be examined in contrast to the relevant literature studies.

Themes were included after classification, analyzing and defining of the relevant themes. The themes were scientifically identified within the context of the study. Themes were classified and identified utilizing themes and concepts unrelated to one another and therefore the themes are autonomous. Questions that were asked in establishing these themes were as follows: 1. What is the central theme?

2. What is the dynamics and discussion behind the theme?

3. Is the theme within the context of the study?

4. Who is involved?

From the abovementioned concepts sub-themes were developed. The themes and sub-themes were developed from interviews with the participants of the study and ethnographic participation on South African Cupid.com.

5.2 Themes and Sub-themes

[Type the document title] [Year] 22

A primary theme that has been identified is the convenience of Internet dating in today’s expeditious society. An analysis of Internet dating websites carried out by Ardévol (2005: 6-7) affirms that they are growing in popularity, as they are convenient and easy ways of finding a suitable partner. Respondents one, two and three agree that they utilize South African Cupid.com because of the ease and speed of finding potential romantic or platonic companions, of alluring and repelling the right people. All respondents asserted that they either did not have the time, the money or the confidence to seek a partner in the corporeal world.

A sub-theme derived from the convenience of Internet dating is that of relocation and seeking a convenient way of meeting platonic and romantic companions. Respondent two has relocated from Cape Town to Johannesburg, and respondent three has recently emigrated from England to South Africa. Both respondents asserted that affiliating themselves with an Internet dating website is an easy and convenient way of meeting new people. Respondent four claimed that he was seeking a different type of person and relationship in contrast to previous relationships he has experienced, thus he stated that “I figure that Internet dating was a good way for me to change my context”.

The importance of authenticity and consistency is established as a theme. The theme is built on the fact that despite the formulation of an improved identity projected on the website, all respondents agree that authenticity and consistency online is vital to a successful corporeal identity.

A sub-theme deduced from the theme of authenticity and consistency is that of distorting the truth online in an indistinct manner. Evidence exists of respondents one, two and three toying with their identities by distorting the truth online in ways that are not easily or immediately visible upon meeting them. The subjects toy with their identities in order to cultivate the possibility of a corporeal relationship, in doing so they play with their online identities in ways that are not transparent in order to attempt consistency online and offline. Respondent one attested that “I alter certain aspects that I dislike about myself and admire in others”. Upon further discourse and interrogation it was established that the three respondents exaggerate truths or conceal weaknesses. An attempt at maintaining the online identity was discernible during the corporeal dates. Respondent one affirmed that “most people probably strive to evolve into the improved identity that they’ve created on South African Cupid.com”. The theme of authenticity and consistency is pertinent to the research sub-questions of the affect that the online identity has on the offline identity, and how the online personal brand is maintained offline.

5.2 Themes and Sub-themes

[Type the document title] [Year] 23

A sub-theme that has been depicted regarding the importance of authenticity and consistency is the maintenance of the online identity when presenting oneself offline by being congruent.

Respondent four stated that “I am myself. I don’t try to be someone else. What I present online is very much who I am offline. I reckon that authenticity attracts authenticity. I am on the dating site to look for relationships, and those require authenticity”. He elaborated by stating that an online identity should be sustainable, thus should relate to the offline identity.

Respondent two stated that he maintains his online identity offline “by being congruent”. In the context of Internet dating, it is necessary for an offline identity to be easily maintained, as it should not involve anything more than being authentic. This analysis of playful sincerity contradicts McCabe, Watchravesringkan and Yurchisin’s (2005: 736) belief that the fluid self existing online differs from the offline self.

As for authenticity and consistency impacting on the affect that the online identity has on the maintenance of the offline identity, respondent one and four elaborated that “brutal honesty is important for the creation of an online identity”. Respondent four, however, attested the following: “I added somewhat less-than-flattering pictures of myself. What this does is that it certainly limits the number of responses I’d get, but the responses I did end up getting were generally from women who were actually interested in me”. Despite this exaggerated truth, the information that the respondent posts of himself is sincere. The consummate involvement on South African Cupid.com as well as meeting the members face-to-face reveals that it is imperative to maintain honesty in order to advance a consistent online and offline presence and personal brand. All respondents agreed that the online personality needs to be carried throughout the corporeal date, which is consistent with Schawbel’s (2009: 3) statement that it is essential to know how to behave on a date in order to perpetuate the coherence of the personal brand.

The abovementioned findings uncover the following research sub-question: What decisions do people make when deciding on the image they want to project of themselves in order to establish the said real-world relationships? A theme that has been encountered is the significance of the image individuals on South African Cupid.com project of themselves in order to attract suitable companions. Respondents agreed that the initial attributes that they look for on other members profiles affects the means by which they formulate their own profiles. All respondents allege that there are three elements they look for in a potential partner on the dating site, namely the photographs posted, the sub-headline, and the possibility of authenticity. Respondent one stated that an additional important attribute is the “life-stage” of the potential companion, he elaborated that one’s “life-stage” implies a “combination of education, marital status and children”.

5.2 Themes and Sub-themes

[Type the document title] [Year] 24

A sub-theme has been discerned regarding the means in which users perceive themselves in relation to how they perceive others. Respondent three affirmed that “I portray myself the way that I want people to think of me”. The respondent clarifies that users perceive themselves as objects as well as observers, thus can never project an objective view of their identities.

Furthermore, the respondent affirmed that “everything people write about themselves is inherently biased” when they and those they are presenting themselves to are anonymous.

The aforementioned theme guided the theme of the significance of confidence portrayed on a profile. Respondents two and four confirm that the ease of fashioning a substitute identity that can be played and experimented with online fosters confidence. Respondent two elaborated by stating that confidence is augmented by the fact that “the fear of rejection is not a concern” on a dating website. This lack of fear encourages participants to toy with their identities until it attracts the desired target audience. This confirms Ajana’s (2005: 2) theory of disembodiment related to members of South African Cupid.com, as they shed their situated bodies, oftentimes projecting a better version of themselves online.

The theme pertinent to the significance of confidence portrayed on a profile is derived from the sub-theme regarding the attraction of the right people. All respondents concurred concerning the relevance of branding and presenting oneself correctly and sufficiently on any dating website in order to stand out from the crowd and to allure the desired target audience.

Respondents two, three and four acknowledge their attraction to profiles that exude confidence and a clear understanding of what the member wants, thus they aspire to exhibit confidence in the creation of their own profiles in order to attract members with similar interests. Respondent two claimed that “confidence and intelligence is vital for me”.

Respondents one, three and four communicated that the first thing they look at on a member’s profile is his or her gallery of photographs. It is important that confidence is reflected on the posted photographs and carried throughout the profile.

A sub-theme that has been detected is that language use is essential. Respondent two stated that the first thing he looks at on a desired participant’s profile is the sub-headline and the nickname a user selects, which appears above the profile photograph. He asserted that “I can read a lot of meta-data from the name a person chooses, and the sub-headline. For instance, ‘Choose me choose me’ as a sub-head screams of desperation and stupidity. A good sub-head can attract a suitable partner”. A sub-headline provides a terse description of what the participant is interested in and who he is.

5.2 Themes and Sub-themes

[Type the document title] [Year] 25

All respondents are in agreement with Kaputa (2005), Montoya and Vandehey (2002: 15), and Schawbel’s (2009: 3) affirmation that personal branding differentiates one person from another, therefore assists members to stand out from competitors. The theme of differentiation is identified from this observation. The means in which respondents communicate the amount of and visual appearance of the photographs they post, and the information they choose to reveal of themselves discloses an idea of who they are, which creates opinions of them in the minds of others, thus determines the respondents’ success in attracting others. The preceding analysis guides the theme of differentiation regarding the fact that a personal brand is necessary in order to individuate one member from another, and for members to stand out from the sea of profiles.

Pertaining to the research sub-question of whether the fixed, concrete elements of personal branding is truly at odd with the playful and shifting elements of the disembodied identity on South African Cupid.com, playing with one’s online identity has been distinguished as a major theme that is intertwined throughout all themes. After interviewing, all respondents affirm to have been implementing a playful online self-presentation, whether by toying with the truth, adding unattractive photographs of the self or exaggerating accomplishments and strengths.

From personal experience and statements made by respondents two and four, it is patent that the playful, shifting nature of an online identity is necessary, as it enhances the effectiveness of one’s personal brand and the image others have of one’s concrete corporeal identity. All respondents agree that the competency of one’s personal brand is enhanced as the act of playing with one’s online identity assists the ability to attract the desired target audience to one’s brand efficiently. As stated by respondent one: “I edit and adjust my online identity with different facts about myself. This playful attitude allows me to experiment with which facts about me will attract the types of women I actually want to attract”. Zhao’s (2005: 392) study is augmented as all respondents agree that a playful self-presentation becomes an imperative part of one’s self-construction.

A sub-theme of presenting signs in order to evoke curiosity has been identified from the theme of playing with one’s identity online. From the experience of an immersion on South African Cupid.com I have discovered that the attraction of the desired target audience and driving away of the unwanted is accomplished by playing with the way in which one exhibits unique attributes, by exaggerating strengths and talents, and understating weaknesses, thus signs are presented as to who the member truly is. Arvidsson’s (2006: 679) argument is reinforced, as playing with an identity online gives signs instead of hiding or revealing one’s identity, this evokes curiosity and fantasy, thus provides an advantage over other brands in

5.2 Themes and Sub-themes

[Type the document title] [Year] 26

relation to one’s personal brand. The extent to which one toys with the online identity in order to market the self to the desired audience determines the degree to which one situates oneself in a niche. Respondent three affirms that he highlights particular themes relevant to his personality, “what I present of myself is correct but not complete, in this way I try to spark the curiosity of others�.

A sub-theme has been derived from this thread of discourse with the four respondents independently. Respondents one and two expressed that the playful self-presentation of an online identity does not constitute the reinvention of an identity, as Featherstone (cited in Jagger 2001: 42) gathered, but rather an attempt at improvement.

The analysis of the interviews and the development of prominent themes and sub-themes in this chapter provide a better understanding of the connection between personal branding and the disembodied identity which will be clarified in the following chapter therefore assists in answering the research question and sub-questions, and in addressing the objectives of the study consecutively.

[Type the document title] [Year] 27

VI Findings and Conclusions This chapter confers the findings and conclusions deduced from the previous chapters. It clarifies the connection that personal branding has with the disembodied identity despite the contrast between personal branding’s coherent and fixed elements and the disembodied identity’s playful and shifting nature. Implications for theory and recommendations will follow.

The research problem has been addressed. The research question and sub-questions have been answered accordingly, and the objectives have been reached. Consequently the following conclusions have been established in relation to the research question, sub-questions and the objectives of the study. The themes and sub-themes have been derived from the qualitative data analysis of this study which includes unstructured interviews with the participants and ethnographic participation on South African Cupid.com. The themes and sub-themes are related to the research sub-question in order to reach the conclusion pertaining to the research question and the objectives of the study.

In order to establish what type of personal brand is made possible in this fluctuating disembodied setting, the research probes into the reason for the growth and popularity of Internet dating websites. The theme uncovered pertaining to the aforementioned statement is the convenience of Internet dating in today’s expeditious society. The sub-theme pertinent to this theme is the fact that participants affiliate themselves with an Internet dating website when relocating and seeking an easy and convenient way of meeting platonic and romantic companions.

Themes and sub-themes related to the research sub-questions are the following: 1. How do individuals come to conceive themselves when they and those they are presenting themselves to are disembodied and anonymous?

2. What decisions do people make when deciding on the image they want to project of themselves in order to establish the said real-world relationships?

Findings and Conclusions

[Type the document title] [Year] 28

The first theme that has been identified with regards to the abovementioned research questions is the significance of the image individuals on South African Cupid.com project of themselves in order to attract suitable companions. A sub-theme relevant to this theme is the way in which users perceive themselves in relation to how they perceive others, and how they think they are being perceived by others.

The second theme that has been deduced from the research sub-questions is the significance of confidence portrayed on a profile. The sub-themes derived from this theme are that language use in developing a profile is essential, and the fact that one needs to brand oneself correctly and sufficiently in order to stand out from the crowd and attract the desired target audience.

The third theme that has been identified is that a personal brand is necessary in order to differentiate one member from another, and for members to stand out from the sea of profiles.

3. What form of personal brand is made possible in the shifting and playful circumstances of disembodiment? To what extent is this form of branding executed, and how is it performed?

The theme that has been distinguished regarding the abovementioned research question is that most members partake in a playful online self-presentation, thus the personal brand created is inherently playful and fluid. Sub-themes educed from this theme are that participants present signs of who they truly are in order to evoke curiosity, and the playful self-presentation of an online identity does not constitute the reinvention of an online identity.

4. If personal branding is executed in the online dating context, how is it maintained for both the online and offline identities?

5. Does the personal brand created for the online identity affect the offline identity?

The theme identified with regards to the abovementioned research sub-questions is the importance of constructing an authentic and consistent online identity. Two sub-themes have been identified in relation to this theme. The first sub-theme that is relevant to this theme is the fact that the majority of South African Cupid.com members distorts the truth online in an indistinct manner and attempt to carry the constructed and improved identity of themselves offline. The second sub-theme identified is that the online identity is maintained when presenting oneself offline by being congruent both online and offline.

Findings and Conclusions

[Type the document title] [Year] 29

The most significant finding relating to all of the above is that personal branding does and must exist in the context of Internet dating. It is necessary to implement a personal brand, as a personal brand differentiates one participant from another and provides a fundamental edge over competitors on the site. The established personal brand is vital in order to veraciously entice the desired target audience and to repel the unwanted. Participants transfer signs and messages of who they truly are. The signs are delineated on profile photographs, on sections providing a detailed account of who the user is, on sub-headlines and the means in which participants communicate with potential partners. The signs and messages conveyed determine the success of each participant and constructs an impression of the participant in the minds of other users.

The main objective of the study has been reached. All of the abovementioned findings have answered the main research question: What is the connection between personal branding and the disembodied identity? The result of the relationship between the concrete elements of personal branding and the fluid, shifting elements of the disembodied identity in the realm of an Internet dating website is a different kind of personal brand, a personal brand that is playful, one that gives signs of who one truly is in order to stimulate curiosity. It is vital to execute a personal brand in order to succeed in attracting desired participants, and yet playing with one’s online identity becomes an imperative part of constructing one’s online personal brand. Playing with an online personal brand evokes the curiosity and fantasy of others, thus enhances the effectiveness of one’s personal brand.

Drawing on the abovementioned findings, I argue that personal branding is not at odd with the playful disembodied identity on an Internet dating website, an entangled relationship exists between the systematic aspects of maintaining consistency and authenticity, and the playfulness of a fluid disembodied identity.

Findings and Conclusions

[Type the document title] [Year] 30

6.1 Implications for Theory As mentioned previously, the purpose of the study, as mentioned, is to provide a better understanding of personal branding and the relationship that personal branding has with the disembodied identity. The study is a holistic, explanatory and analytical portrait of personal branding and the Internet dating community. Personal branding in the context of online dating is currently under-explored, therefore the literature has been limited and difficult to find. A number of studies focus on personal branding and presenting the self on Internet dating sites independently, but few have been applied to personal branding pertaining to the disembodied identity on an Internet dating website.

6.2 Recommendations Recommendations for further studies are to increase the sample size, to immerse the self in more than one online dating community and therefore to increase the number of participants interviewed. It will be beneficial to analyse and interview males and females, and to compare their experiences, opinions and the means in which they brand themselves. A gap exists pertaining to personal branding in connection with Internet dating; therefore extensive study on this subject will constitute insightful new observations.

[Type the document title] [Year] 31

List of Images Figure 1: Barcode Available: http://www.barcodesaustralia.com Accessed: 2011/14/09

[Type the document title] [Year]32

Bibliography Ajana, B. 2005. Disembodiment and Cyberspace: A Phenomenological Approach. Electronic Journal of Sociology.

Available: http://www.sociology.org/content/2005/tier1/ajana.html Accessed on 2011/ 03/ 15

Ardévol, E. 2005. Dream Gallery: Online Dating as a Commodity. Paper presented at 6th EASA Media Anthropology Network e-Seminar, June 28–July 5.

Ariely, D, Hitsch, G & Hortaçsu, A. 2004. What Makes You Click: An Empirical Analysis of Online Dating. Working Paper.

Available: http://home.uchicago.edu/~hortacsu/onlinedating.pdf Accessed on 2011/ 03/ 21 Arruda, W. 2003. An Introduction to Personal Branding: A Revolution in the way we Manage our Careers.

Available: www.reachcc.com Accessed on 2011/ 03/ 15

Arvidsson, A. 2006. Quality Singles: Internet dating and the work of fantasy. New Media & Society, vol 8, pp. 671 – 690.

Beusch, D. 2006. Transmitting the Body in Online Interaction. M/C Journal, vol. 9.

Available: <http://journal.media-culture.org.au/0603/04-beusch.php>.

Accessed on 2011/ 03/ 15

Communicatio: South African Journal for Communication Theory and Research. 2011. [O].

Available:http://www.journals.co.za/ej/ejour_commu.html Accessed on 2011/ 03/20

Bibliography

[Type the document title] [Year] 33

Creswell, JW. 2003. Research design, qualitative, quantitative and mixed methods approaches.

Second edition. Thousand Oaks: Sage Publications.

De Vos AS, Strydom, H, Fouché, CB & Delport, CSL. 2005. Research at Grass Roots (Third Edition). Pretoria: Van Schaik Publishers.

De Vos, AS. 2005. Qualitative Data Analysis and Interpretation, in De Vos, AS, Strydom, H, Fouché, CB. & Delport, CSL. Research at Grass Roots. Pretoria: Van Schaik Publishers.

Drennan, J, Luck, E & Wiyanto, T. 2008. Love as a commodity: human branding in the online dating context. In: 37th EMAC Conference: Marketing Landscapes: A Pause for Thought, 27-30 May 2008. Brighton: University of Brighton.

Dreyfus, L. 2001. On the Internet (Thinking in Action). New York: Routledge.

Ellison, NB, Gibbs, J & Heino, N. 2010. Relationshopping: Investigating the Market Metaphor in Online Dating. Journal of Social and Personal Relationships, vol. 27, pp. 427-447.

Ellison, N, Hancock, J & Toma, CL. 2008. Separating Fact from Fiction: An Examination of Deceptive Self-Presentation in Online Dating Profiles. Personality and Social Psychology Bulletin, vol. 34, pp. 1023-1036.

Emerson, R, Fretz, R & Shaw, L. 1995. Writing Ethnographic Field Notes. London: University of Chicago Press, Ltd.

Enslin, C. 2003. ‘The role of alternative brand contact planning in the South African marketing and communication industry’, PhD Thesis, University of Pretoria.

Bibliography

[Type the document title] [Year] 34

Available: http://upetd.up.ac.za/thesis/available/etd-07082004-094836/ Accessed on 2011/ 06/06

Fouché, CB. 2005. Qualitative Research Design. In Delport, CSL, De Vos, AS, Fouché, CB & Strydom, H. Research at Grass Roots. Pretoria: Van Schaik Publishers.

Fouché, CB. 2005. Writing the Research Proposal. In Delport, CSL, De Vos, AS, Fouché, CB & Strydom, H. Research at Grass Roots. Pretoria: Van Schaik Publishers.

Hardey, M. 2002.Life beyond the Screen: Embodiment and Identity through the Internet. The Sociological Review, vol 50, pp. 570-585.

Hearn, A. 2008. Meat, Mask, Burden: Probing the Contours of the Branded ‘Self’. Journal of Consumer Culture, vol. 8, pp. 197-216.

Jagger, E. 2001.Marketing Molly and Melville: Dating in a Postmodern, Consumer Society.Sociology, vol. 35, pp. 39-57.

Kaputa, C. 2005. The Power of a Self Brand. Article from Self Brand.

Available:<http://www.insiderreports.com/storypage.asp?ChanID=CT&StoryID=200067 10 Accessed on2011/09/03.

Kaputa, C. 2006. U R A Brand! How Smart People Brand themselves for Business and Success.

United States: Davies-Black Publishing.

Kellner, D. 1995. Media Culture: Cultural Studies, Identity and Politics between the Modern and the Post-modern. New York: Routledge.

Bibliography

[Type the document title] [Year] 35

McCabe, D, Watchravesringkan, K & Yurchinsin, J. 2005. An Exploration of Identity Re-Creation in the Context of Internet Dating. Social Behavior and Personality: An International Journal, vol. 33, pp. 735-750.

Merkle, E & Richardson, R. 2004. Digital Dating and Virtual Relating: Conceptualizing Computer Mediated Romantic Relationships. Family Relations, vol 49, pp. 187â&#x20AC;&#x201C;192.

Montoya, P & Vandehey, T. 2002. The Personal Branding Phenomenon. United States: McGrawHill.

Morse, JM. 2009. Developing Grounded Theory. The Second Generation. Walnut Creek: Left Coast Press, Inc. Mouton, J.2001. Understanding Social Research. Pretoria: Van Schaik Publishers.

Orbach, S. 2009. Bodies. Great Britain: Profile Books LTD. Ries, A & Ries, L. 2002. The Fall of Advertising. New York: Harper Collins.

Robinson, L.2007. The cyber-self: The self-ing project goes online, symbolic interaction in the digital age. New Media and Society, vol 9, pp. 93-110.

Schawbel, D. 2009. Me 2.0: Build a Powerful Brand to Achieve Career Success. New York: Kaplan Publishing, Inc.

Schouten, JW. 1991. Selves in Transition: Symbolic Consumption in Personal Rites of Passage and Identity Re-construction. Journal of Consumer Research, vol 17, pp. 412 â&#x20AC;&#x201C; 425.

Chicago: The University of Chicago Press.

Shepherd, IDH. 2005. From Cattle and Coke to Charlie: Meeting the Challenge of Self Marketing and Personal Branding. Journal of Marketing Management, vol 21, pp.589606. United Kingdom: Harcourt Brace & Company Ltd.

Bibliography

[Type the document title] [Year] 36

Social Networking in South Africa. 2010. [O].

Available: http://mybroadband.co.za/news/Internet/11238 Accessed on 2011/ 03/20

South African Cupid. 2011. [O].

Available: http://www.southafricancupid.com Accessed on 2011/ 03/10

Tracy, J. 2000. Web Marketing Applied: Web Strategies for the New Millennium. Great Britain: Advanstar Communications, Incorporated.

Turkle, S. 1997. Life on the Screen: Identity in the Age of the Internet. New York: Simon & Schuster.

Waskul, D. 2003. Self-Games and Body Play: personhood in online chat and cybersex. United Kingdom: Peter Lang Publishing.

Zhao, S. 2005. The Digital Self: Through the Looking Glass of Telecopresent Others. Symbolic Interaction, vol. 28, pp. 387-405. University of California Press: California.

[Type the document title] [Year] 37

Addendums

Addendums

[Type the document title] [Year] 38

Addendum A Letter to subject for consent

Dear (Participant) I am an honours student at Vega college of Brand Communications. I am currently completing my thesis in forms of personal branding in the context of Internet dating. I was wondering whether you would be willing to participate by going for a drink and a chat. You will remain anonymous in my thesis and our discussion will only be disclosed to my supervisor, Jonathan Cane.

Addendums

[Type the document title] [Year] 39

Addendum B Guiding Questions

The questions that were discursively woven into the interviews are the following:

1. What were your reasons for joining South African Cupid.com instead of trying to find a partner in the real world?

2. Are you seeking friendship or a more intimate relationship, is it business related, or is there another cause?

3. How do you create an identity for yourself on the South African Cupid website when you and those you are presenting yourself to are disembodied and anonymous?

4. What do you look for in other members on South African Cupid.com?

5. Do you play with or alter your online identity in any way?

6. Have you ever created a certain improved personality for yourself who you wish to carry offline as well?

7. What decisions do you make when determining the image you want to project of yourself in order to establish real world relationships?

8. Have you ever succeeded in a real world relationship by participating in South African Cupid.com?

9. If the answer to the previous question was yes, what actions did you perform in order to implement the real world relationship?

10. How did you carry your online identity (whether altered or not) offline?

11. Does the online identity you have created of yourself affect your offline identity in any way? How do you maintain your created identity both online and offline?

12. What do you feel differentiates one member from another on South African Cupid.com?

13. Do you make yourself easy to reach via Twitter, Facebook, or email once communication has been initiated? schmucknews@gmail.com