journal of digital research & publishing - The Sydney eScholarship ...

1 P M J O U R N A L O F D I G I T A L R ESEARCH & P UBLISHING
face­to­face relationship. In standard face­to­face interaction, the sequence for relationship
building begins with, 1) a need for spatial proximity and 2) physical attraction between two
individuals. The sequence moves forward to, 3) a search for common ground or similarities
once communication has commenced, and later continues on to 4) higher levels of self­
disclosure as a means of creating solidarity within the relationship. Correspondence based
relationships, such as those formed through personal advertisements, follow an inverted
sequence of these four criteria, tending to begin with 1) self­disclosure in an attempt 2) to
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importance, and later, depending on the depth of the relationship, a decision to meet in
person may cause a need for 4) spatial proximity. Reasons for this development include the
fact that textual publishing removes the need to be physically near others to communicate,
something which is traditionally necessary to form bonds. Self presentation through word
also reduces the importance of physical attractiveness as a primary means of attraction,
allows for great anonymity, and demands high levels of self­disclosure as compared to
face­to­face relationships. These variances on relationship development presented by
the publication of personal ads, ‘represent a developmental and behavioural sequence far
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(Merkle & Richardson 2000, p. 188­189).
If print and online personal advertisements are considered to be the same entity based
on commonly shared characteristics, the question then arises as to why a shift in their
publication to online contexts has taken place. Bolter and Grusin explain that, ‘every new
medium diverges from, yet also reproduces, older media whereas old media refashions
themselves to answer the challenges of new media.’ (Deuze 2006, p. 68). Applying this
concept to the personal advertisement, one can argue that online publication has evolved
from and reproduced traditional print media, and print type personal advertisements
have refashioned themselves so as to become compatible with the Internet medium. In
this way, the online personal advertisement can be seen as an evolution of, or extension on,
its print publication counterpart.
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six characteristics of digital publishing which have added value to their content over print
publication: 1) Ease of access ­ information placed online is not hindered by spatial and
temporal constraints of print texts and thus is accessible at any moment by anyone who has
an Internet connection and permission of access, even by multiple users simultaneously, 2)
Updatability ­ content can be updated quickly and frequently, 3) Scale ­ large quantities of
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