ArticleAuthors: Smeeta Mishra; Mathukutty M. Monippally; Krishna P. Jayakar (2013)
This study examines the self presentation practices of Indian Muslim men and women in online matrimonial advertisements. Findings indicate that while Indian Muslims are using the new medium to adhere to traditional cultural and religious values, they are also making critical adjustments to adapt to the medium itself.
While Muslim men and women claimed to possess different attributes in their profiles drawing upon gender role expectations in Indian society, they were identical in their preference for light skin or what is termed as ‘fair complexion’ in Indian English. An overwhelming majority of advertisers claimed to possess desirable skin tones and body types. Few Indian Muslim prof... 
