Abstract:The objective of this study is to compare Hispanic and Caucasian Generation Y women's social dating ad humor styles using theoretical paradigms related to cultural norms, gender role, and education. Content analysis is performed on 400 dating ads collected in an interactive digital dating app. The results show that young Hispanic and Caucasian women share the same frequency and some similar patterns in the use of humor in social dating. In spite of the non-significant results on cultural differences, education… Show more
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