Аннотация: The subject of this research is the gender analysis of the strategies and techniques, using which the visitors of the dating sites create unrestricted forms of self-representations. The authors clarify the notions of “communication strategy”, “speech strategy” and “communication tactic”, and “speech tactic”. The material for the research were the self-representations of men and women of 18 years of age and above, presented on the Russian and English language dating sites. As a unit of analysis the authors used a fragment of self-representation, which verbalized a certain strategy/tactic. Among the main conclusions of the conducted research are the discovered five universal verbal strategies characteristic for men and women, users of Russian and English languages: characteristics of the target of search, purpose of search, creation of the image of a desired situation, and direction towards communication. Each verbal strategy has a certain set of communicational and speech tactics. There were no major differences detected in the choice of verbal strategies and communication tactics that were characteristic to the speech of men and women of both languages.