Seeking Immigration Through Matrimonial Alliance: A Study of Advertisements in an Ethnic Weekly

Abstract

This paper analyzes newspaper advertisements placed by Asian Indians seeking or offering an opportunity to migrate to North America through matrimony. In particular it explores sex differences in the manner of advertising. The advertisements appeared in an Asian Indian weekly published in New York. Advertisers seeking immigration through matrimony are referred to as ’seekers’, those offering immigration as ’announcers’. Advertisers expressing an explicit desire for mates who are permanent residents of North America are classified as ’direct seekers’. Those whose wish for a permanent resident mate is only implied are classified as ’indirect seekers’. The analysis reveals that males more than females tend to be ’direct seekers’, and that females more than males resort to ’indirect’ seeking. Seekers tend to be younger than announcers, and are more likely to have never been married. About half the seekers live outside North America. They often advertise the possession of a marketable skill or a professional or North American degree to indicate potential for success in the new country.