Interfacing interpersonal and mediated communication: Use of active and strategic self‐disclosure in personal ads

This project examined self‐disclosure in personal ads as an active strategy to reduce the uncertainty associated with forming new relationships. The depth of the information a writer discloses about the self in personal ads was found to be positively related to the depth of information the writer discloses about desirable characteristics of a reader/respondent. The types of information an ad writer includes about desired respondents was the best predictor of the types of information disclosed about the self, providing a means for potential respondents to make judgments of similarity or dissimilarity. The age of ad writers was negatively related to the depth of disclosure about the self. Ad writers’ gender and type of relationship sought were unrelated to depth of disclosure. Implications of this research for definitions of self‐disclosure, reciprocity, and the interface between interpersonal and mediated forms of communication are discussed.