Swipe right for love: When Bae is Just an Algorithm.
Societal norms of dating have changed drastically since the mid-century where the contraceptive pill allowed for a distinction between sex and procreation (Hobbs, 2017). With the advent of digital technologies, dating practices have evolved further through the adoption of popular online dating platforms such as OKCupid, Happn, Tinder and Grindr (Hobbs, 2017).
A 2017 study of individuals across diverse sexualities, genders, age groups and relationship status’ demonstrated that 72% of people were just as likely to pursue monogamous relations after engaging with dating apps (Hobbs, 2017). Furthermore, another 14% were found to have increased their desire for monogamy since using these apps (Hobbs, 2017). This qualitative investigation consisted of an online survey followed by in-depth interviews for contextual insights (Hobbs, 2017). Through this study, it became evident that dating apps had not significantly altered the societal norm of seeking monogamous, long term relationships (Hobbs, 2017).
Conversely, the study reinforced existing findings that certain dating practices are unique to digital technology such as gamification, reflexive curation of the self and tech addiction (Lincoln, 2017; Hobbs, 2017).
Since this study was conducted in 2017, more nuanced dating apps have become prevalent such as Bumble, Hinge and Feeld. Furthermore, a global pandemic in 2020 resulted in widespread lockdowns restricting the ability to meet prospective partners serendipitously. It is evident that some experiences of dating apps have been found to reduce people to commodities with strategic ‘gaming’ of apps (Hobbs, 2017).
Studies of the social lives of emerging adults reveal that social networks were more commonly managed through digital scheduling apps (Woodman, 2021) - it is possible that managing dating schedules may appear to be gamified but is simply part of a process for managing a busy schedule.
For many people living in large metropolitan areas, digital dating apps have provided the opportunity of a wider network of romantic options adding efficiency to the process of finding a prospective partner (Hobbs, 2017) and resolve the loneliness that comes with government-mandated lockdowns.
References
Hobbs, M, Owen, S & Gerber, L (2017), ‘Liquid love? Dating apps, sex, relationships and the digital transformation of intimacy.’, Journal of Sociology, vol. 53, no. 2, pp. 271–284. ISSN: 14407833
Lincoln, S & Robards, B (2017), ‘Editing the project of the self: sustained Facebook use and growing up online.’, Journal of Youth Studies, vol. 20, no. 4, pp. 518–531. ISSN: 13676261
Woodman, D (2021), ‘Making Time for the Tribes: The work of synchronization in the making of youth collectivities in the age of digital media’, in BS al (ed), Youth Collectivities: Cultures and objects, Routledge, London, pp. 52–67.
