Market Relations: How Dating Apps are Arranged

Nowadays, we cannot imagine our life without messengers and social networks that allow us to be constantly in touch. Personal space is no longer personal: we are actively sharing our life with others. The sphere of online dating did not stand aside: we go online in search of a soulmate, and more and more couples meet on the Internet.

An “online” dating market is created according to the laws of supply and demand: “consumers” are eyeing profiles of potential partners as goods. Everyone can conduct “market research” and build their profile in such a way as to attract people of interest to them. From this perspective, traditional dating websites where you can find a partner among beautiful Russian brides right here and right now, are still relevant for many users.

Respecting Market Relations

Why are we coming to Tinder? Who are we looking for? Many theories explain this practice. For example, Belgian media researcher Elizabeth Timmermans and psychologist Alien De Clove believe that the main motivation for Tinder users is social approval and increased self-esteem. Due to the fast decision-making mechanics, you can view dozens of profiles in a few moments. Numerous “couples” — the result of mutual “likes” — creates a feeling of acceptance and own attractiveness.

Tinder has several obvious advantages compared to traditional dating sites:

1. the opportunity to meet here and now;
2. a simplified interface that reduces the time to search for a partner;
3. a minimal possibility of cheating due to synchronization with the profile in social networks.

Express Yourself

What principles are we guided by when filling out the profile? There are different self-presentation strategies, and they can also be explained in different ways. Opening the application, the user sees a photo that should “hook” him and the text that gives signals about the other person’s value system.

The American sociologist Irving Hoffman believes that the process of selecting the appropriate “role” is generally unconscious: we fill out the profile, but if you ask an outsider to evaluate it, you may not know whom he will describe.

American social psychologists Edward Jones and Thane Pittman believe that self-presentation is a source of power in interpersonal relationships; and for their colleagues Roy Braumeister and Andrew Steinhilber, this is the practice of self-expression, one of the natural needs of man.

Researchers also see online communication as a platform for identity experiments. Tinder allows you to become a seductive beauty or intellectual with glasses, changing the photo and description of yourself — and thus the circle of potential partners.

Today, mobile dating apps are an easy and quick way to find a partner for a romantic or business relations. However, it is necessary to take into account the laws of this market, where communication begins even before the chat has opened.

This article does not necessarily reflect the opinions of the editors or management of EconoTimes.