從報紙徵婚到交友軟體： 臺灣婚配與約會的性別規範演變

Abstract

本研究探討臺灣婚配與約會的性別規範如何隨著科技變遷而演變，特別聚焦於從報紙徵婚到交友軟體的轉變過程。傳統的報紙徵婚方式強調以婚姻為導向，並展現明顯的性別刻板印象，例如男性通常強調經濟能力與社會地位，而女性則被期待具有溫順、賢慧等特質。隨著網際網路的發展與交友軟體的興起，交友方式變得更加便利且多元化。然而，這並不代表傳統性別規範的完全消失，而是在新媒介環境下產生了新的性別互動模式。 研究者透過檔案研究法（Document Study），檢視過去報紙徵婚與現今交友軟體中的性別呈現，並分析性別權力關係如何變遷。研究發現，雖然交友軟體提供了兩性之間更多的自主選擇權，尤其是女性在配對過程中更具有主導性，但同時也產生了新的性別議題，例如外貌競爭與性化展示的現象。總體來說，從報紙徵婚到交友軟體的演變反映了臺灣社會性別規範的持續變動，並顯示出科技如何在其中扮演關鍵角色。

This study examines how gender norms in matchmaking and dating in Taiwan have evolved with technological changes, focusing particularly on the transition from newspaper marriage advertisements to dating apps. Traditional newspaper marriage ads emphasized a marriage-oriented approach and exhibited clear gender stereotypes. For instance, men were typically expected to highlight their financial capability and social status, while women were expected to possess qualities such as submissiveness and domesticity. With the advent of the internet and the rise of dating apps, dating practices have become more convenient and diverse. However, this does not imply the complete disappearance of traditional gender norms; rather, new patterns of gender interaction have emerged in the digital dating landscape. Using the document study method, this research examines gender representations in past newspaper marriage ads and contemporary dating apps, analyzing how gender power dynamics have shifted over time. The findings indicate that while dating apps provide greater autonomy in partner selection, especially granting women more agency in the matchmaking process, they also introduce new gender-related issues, such as competition based on physical appearance and the sexualization of self-presentation. Overall, the transition from newspaper marriage advertisements to dating apps reflects the ongoing transformation of gender norms in Taiwanese society and highlights the crucial role of technology in shaping these changes.