ABSTRACT
This chapter compares face-ism in online dating sites in Japan, South Korea, Sweden, and the United States to broaden authors' understanding of under-researched area of media representation. It investigates whether there is a relationship between authors' face-ism results and an internationally recognized gender index or indigenous philosophical traditions. The chapter relates authors' results to the masculinity dimension from Hofstede's cultural dimensions and to Confucianism. It formulates some research question: Will the face-ism score of men be significantly higher than that of women in the profile photographs of online dating sites, what role does age play for gender differences in face-ism scores and what role does education play for gender differences in face-ism scores. The chapter also formulates what role education played for gender differences in the face-ism score and describes what are the differences of the mean face-ism scores between men and women within each culture better reflected by Hofstede's masculinity index or by Confucianism.
