Is Thirty the New Sixty? Dating, Age and Gender in a Postmodern, Consumer Society

  title={Is Thirty the New Sixty? Dating, Age and Gender in a Postmodern, Consumer Society},
  author={Elizabeth Jagger},
  pages={106 - 89}
  • E. Jagger
  • Published 1 February 2005
  • Sociology
  • Sociology
Based on a content analysis of 1094 advertisements, the article extends the author’s previous research on dating by examining how age and gender intersect to influence the age at which people advertise, their choice of partner and how they manage aspects of their age identity. Locating analyses in the context of a postmodern, consumer culture, it shows that young men and older women are most likely to advertise. It reveals that the maintenance of traditional age differentials varies according… 

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