Shifts in Perceived Control in Indian Matrimonial Websites

• In Event: Communicating to/with the 'new' India: A cultural analysis of matrimonial websites, communication text books, and medical advertisements in contemporary India

Abstract

Arranged marriage is still prevalent in India. Traditionally, parents post classified advertisements in newspapers for a prospective spouse. The introduction of the internet has changed this process. This paper intends to problematize this sense of control from patriarchal influence to personal choice offered by such websites. The method involves extensive interviews with profile-holders of the Indian matrimonial website Shaadi.com regarding the different and more strategic modes of communication offered by the site that provides them with an increased sense of control regarding their partner selection.

Author

• Sreashi Das, Villanova University