The Mobile Dating Revolution

By: Kira Warner

An Analysis of the Documentary, The Mobile Love Industry by Vice


In today’s world, online and mobile dating are some of the most common ways that couples are meeting. Some of the first online dating sites launched as early as the 1990’s, including sites such as Match.com, and in the early 2000’s mobile dating became possible. Now some of the most popular mobile dating applications include Tinder, Happn, and Bumble. One thing is clear, and that is online and mobile dating industries are changing the world’s
perceptions of traditional dating.




In a documentary filmed by Vice (a digital media and broadcasting company known for their journalism on controversial topics and events not typically covered by other news sources) titled, The Mobile Love Industry, host Karley Sciortino (writer for Vogue magazine and well known for her blog, Slutever.com which explores topics surrounding sex and relationships) explores how technology is connecting us in increasingly intimate ways and how it’s changing the way we meet and date.

The mobile dating app, Tinder is one of the most used social applications in the world. Interviews with Sean Rad, co-founder, president, and CEO of Tinder, reveal some of the main principles that went in to designing the foundation of Tinder. Sean Rad states “when you’re single what you are looking for is that connection” and so many industries are attempting to indirectly or directly touch on the need and desire for us as human beings to connect with others. Tinder attempts to directly touch on that desire to connect. User-testimonials even go as far as to say that dating apps make it so much easier to find someone with whom you can connect, whereas meeting someone at a bar, coffee shop, or restaurant for example, is a lot more difficult for some people. Users even feel that dating apps like Tinder reduce feelings of initial rejection because of the lack of face-to-face contact.

Online dating sites and mobile dating applications use several social psychological principles as the foundation of their user interface and even as strategies to enhance user traffic, this documentary investigates a few of these principles. For example, the proximity effect, or the tendency for individuals to form relationships with those who are close-by. Many apps including Tinder and Bumble connect users based on location and distance preferences (among other things including similar interests etc.). Physical attractiveness is also heavily weighted in the way people use these apps. Research shows that beautiful faces capture our attention, and that people tend to react more favorably to others who are physically attractive, as well as that people tend to agree on what constitutes attractiveness. Unfortunately (and fortunately) there also appears to be a bias-toward beauty in the way that we use some of these dating apps. People tend to associate physical attractiveness with other desirable qualities, what is known as the “what-is-beautiful-is-good” stereotype. Using Tinder as an example again, people using the app instantly see an image of another person and then decide whether they think that person is attractive or interesting, after that decision is made they can then decide to view additional photos of that person or choose to read a brief bio if one is given under that person’s profile.


There’s also the concept of liking others who are similar to us, drawing on the matching hypothesis, which is the idea that people tend to become involved romantically with others who are equivalent in their physical attractiveness. We also tend to like others who like us, a concept known as reciprocity. Dan Gould, VP of Technology at Tinder supports this, and reveals that Tinder “is much more about user choice and about reciprocity. What Tinder does is say you know you cannot contact me unless I also agree to be interested in you.” The idea is that when you match with another person, it was out of mutual agreement that both individuals found the other person attractive or at least interesting.


Individuals who have spoken out in support of this online and mobile dating revolution have also stated that they believe people are much more successful at finding a match through online and mobile dating, in a way that people could never do offline. This documentary touches on the fact that these apps are also increasingly beneficial for minority groups, in the way that users have the ability to search for certain kinds of people (e.g. deciding what type of dating app to use and which type of people you're looking to connect with). With online and mobile dating we are beginning to notice a huge shift towards networked individualism, and normalization of minority groups including many people in the LGBTQ community, and that individualism and normalization gives rise to more positive validation and inclusiveness for a lot of those minority groups.

“Dating apps have given us the tools to find the partner that we want, when we want them, no matter where we are.” – Karley Sciortino, Vice

If you’d like to watch this 30-minute documentary by Vice, it can be found here:

Even though this documentary takes on a more positive perception and approach to online and mobile dating, there are many more negative perceptions surrounding them. To provide a brief example, check out the image below:


This is an image of a billboard put up in Los Angeles by the AIDS Healthcare Foundation, which was drawing connections between dating apps like Tinder and Grindr and STD’s, accusing dating apps of promoting hookup culture, unsafe sex, and the spread of sexually transmitted diseases. The full article can be found at the link below: 

I want to know what you think:

  • Do you believe that online and mobile dating is encouraging hookup culture and the death of courtship?
  • Is beauty the object of your desire or do you believe that outward appearances are deceiving, should apps like Tinder not focus so heavily on profile images stressing physical attractiveness?

References


Kassin, S., Fein, S. & Markus, H. R. (2017). Social psychology (10th ed.). Boston, MA: Cengage Learning.

Schaus, M. (2015, September 29). Dating app Tinder orders 'cease and desist' of controversial STD billboard. Retrieved March 16, 2018, from http://www.bizpacreview.com/2015/09/29/dating-app-tinder-orders-cease-and-desist-of-controversial-std-billboard-257706#https://goo.gl/images/MdGfjS

V. (2015, October 16). The Mobile Love Industry. Retrieved March 16, 2018, from https://www.youtube.com/watch?v=J9V3fLUSQFM


Image URLs:

https://goo.gl/images/MdGfjS

Comments

  1. In response to your first question, I think mobile dating apps aren't necessarily encouraging the death of courtship, but rather changing our generations outlook on courtship. With so many people and options on mobile dating sites, people no longer have to settle for a partner or hope they happen to find "the one" at a bar anymore. We are able to be picky and know we don't have to settle down with the first partner we get acquainted with. In my eyes, this, along with growing acceptance of single parents and independence, is why there are more and more marriages ending in divorce. People are exploring their options and waiting to match with the best possible partner they can, if that means more hookups and less unhappy courtships, I'm on board with this movement.

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    1. Thank you for sharing your stance on this! I agree that in some ways, online and mobile dating have allowed people to be more picky in terms of what they want and need in a partner and this may also go hand in hand with how our generation and those younger are developing in an increasingly social and technological world. The norms are changing and peoples' perceptions of "courtship" are as well.

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  2. To answer your first question, I do believe that online and mobile dating promote hookup culture, but I do not believe that it promotes the death of courtship. With all these mobile dating apps, it makes it easier to find hookups, but it also makes it easier to find a partner that you have a lot in common with. So, essentially, these dating apps just make dating easier no matter what your intentions are.

    In response to your second question, I think that outward appearances can be very deceiving. I like how you tied in the "what-is-beautiful-is-good" stereotype because it explains why people are attracted to each other, but often times people are not as good as they look. However, I do think it's important to be attracted to potential partners, so Tinder's system isn't completely flawed. By being able to read bios and see additional pictures of people you match with, it allows people to make an educated judgement that includes more factors than just looks, which is also important.

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    1. Thank you for your response - Your answer to the first question got me thinking a little bit about how maybe online and mobile dating do not directly promote the death of courtship but rather change the norms and values associated with courtship as a mechanism of generational change. Maybe hookup culture isn't the result of online and mobile dating either. Rather, dating apps just make it easier for people only interested in "hooking up" to find other people who are also interested in "hooking up," it has only received more negative attention because of the media making it appear as if hookup culture is something that has evolved as a result of technology!?

      Referring to your response to the second question: I agree I think that initial attraction is sometimes key to finding a potential partner, and this might also have to do with the values an individual holds in attachment with the qualities they seek in a partner.

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  3. Speaking to your first question, I think it's nearly impossible to answer because society doesn't have a uniform ideas of the terms we're talking about. What is hookup culture? Is it a culture where relationships are formed purely on the basis of sex, with no concern for intimacy? Or is it a culture where we are afforded the opportunity to test more relationships than ever before, to quickly and efficiently filter through potential partners? And what does courtship even mean? My understanding of courtship is bound to be different from someone else's.

    At the end of the day, I don't think the new dating culture we're entering spells the end of intimate relationship or anything. It just allows people the freedom to try out more people.

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    1. You raise a very interesting point Trenton - yes, I think we live in a society where individual beliefs and values in regard to intimacy and relationships in general are very diverse and these terms aren't well defined and/or mean different things to different people. I know that what I think courtship is or what hookup culture means isn't purely objective and may not align with what others' believe. - Thanks for sharing your perspective!

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  4. To answer your questions, I do think that to a degree dating apps are encouraging more casual hookups. However, at the same time, there are some apps that are more focused on just hookups and some are more geared towards finding an actual romantic relationship. If people are looking for hookups, they will find them in person or over a dating app, the app just makes it more convenient. As to your other question, I think apps using attractiveness to decide on whether you want to talk to them or not is a good thing. In real life if a person doesn't find someone else attractive, they wouldn't approach them.

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  5. Great post! Very thorough. It's hard to answer the first question.. yes and no. I like the idea of love just coming naturally without having to looking for it, but I understand that just doesn't happen all the time. I think that using dating apps is a good way to meet people with similar interests (even though majority of people are just looking at the picture without reading a bio), but I think you lose the spark of meeting someone in person without knowing all about them online through texting and facebook stalking first. I do think a lot of younger people use Tinder to hookup. However, it's each individual's responsibility to make sure they're safe and their partner is being safe. That deals more with education though.
    I think looks matter and anyone who says differently is lying. But it's fine. It's normal. Obviously other things matter too but if someone isn't physically attractive, I think it'd be hard to get any further into a relationship.

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    1. Do you think the presence of social media and having the ability to learn everything about a person before meeting them is hurting or helping in the dating world? While it is nice having some context before meeting them but I often see my friends over-analyzing potential partners from a photo on instagram or comment on a facebook post.

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    2. I agree with you Cassie, in that education (such as safe sex practices) is an important component tied to some forms on online/mobile dating and rather than directly linking unsafe sexual practices with online or mobile dating - the education aspect should be considered a separate category (none the less- just as important).

      I am also interested to read your response to Emma's question

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    3. In response to Emma, I think it depends on the person. But overall I'd say it hurts the dating world. I've done it and seen it first hand the way you have; friends over analyze people and judge passed on pictures and posts from years ago. I even judged my freshman roommate pretty bad because of her posts and pictures and now she's one of my good friends and nothing like I was thinking. I also think people can look a lot different in pictures. I think it's best to just wait to make any calls until you meet them in person and get the real picture!

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  6. This is a great article, and to say it is currently very relevant would be a serious understatement. To hit both questions at once, I believe that these mobile dating apps do stress a very large portion of their focus on the pure attractiveness of a person, and while that is certainly not the only factor encouraging an initial interest in someone, I would certainly argue that physical attraction is what first catches our attention. The very nature of using these dating sites is almost like having a club or bar in your hand, you are first drawn in by someone's looks, and if you're interested enough, you can go and start up a conversation. Dating apps actually give you a little more information than just appearance to, even a brief bio in their profile leaves you with a little more information, which may be enough to help you make a better decision about that person based on their interests or what they are looking for. In the same way that some people in a bar or club are just looking for a hook up, and others are looking to start a relationship, these dating acts are subject to the people using them. If handled correctly, it certainly can help the courting process during the initial stages of a relationship by helping narrow down your field of potential candidates in an efficient way, however, efficiency doesn't necessarily mean it's more thorough. If someone doesn't particularly like one of your pictures and chooses not to match with you, then they could have missed out on a positive situation, that being said, the same situation can be applied to someone getting shot down immediately at a bar because they didn't immediately catch the other's eye, but given a second chance, could really impress the other individual.

    Online dating in this regard makes dating more efficient, although not necessarily as thorough or as telling as a face-to-face interaction with someone, so it is up to the user to decide how they want to navigate the "dating scene" and how they want their experience to be.

    The one issue with dating app is certainly that the efficiency I stated makes the culture of hooking up that much easier, which can lead to a propagation of unhealthy relationships, the spread of STD's, and what may be a higher risk for a rape scenario. All things considered, all of these are always there at the club or bar, but the efficiency and ability to hide more personal information or falsely represent yourself online makes it riskier than purely meeting people face to face. I think there is a time and a place for dating apps, and although I do not personally have any online dating platforms, I can see the allure and understand that they can certainly be an effective medium for starting a healthy relationship.

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    1. I like your explicit examples using dating apps vs. meeting someone at a club or bar. I think you hit exactly what the creators and monitors of such dating sites and apps attempt to target - using those sites/apps "is like having a club or bar in your hand" and efficiency is definitely a key component in the design of such apps. But, there are potential drawbacks associated with initial attraction-first impressions so to speak; there may be opportunities to pursue someone that is initially overlooked or disregarded before any "potential" for a relationship or hookup is realized.

      Thank you for sharing your thoughts on this; I appreciated the quality and thoroughness in your response!

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  7. In response to your first question, I think that dating apps sometimes encourage hookups, but not necessarily all the time. I think they make hookups an easier option for users. Some people even put in their bio that they are just looking for a hook up. Others might say they are looking for a committed relationship. In that case, the dating site obviously isn't encouraging a hook up.

    In response to the second question, I don't think dating apps or sites should veer away from focusing so much on the individual's profile image. I think that physical attractiveness is important in a relationship. If you aren't attracted to them, then the relationship probably will not work out. The profiles still have a bio so if you decide that a person is somewhat attractive, you can look at their interests and see if their personality matches yours.

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    1. I believe far too much emphasis is being placed on attractiveness over compatibility in today's culture, especially when it comes to the mobile dating scene. With Tinder, we don't get more than a glance into someone's life. They tend to focus on extremely surface level traits instead. People tend to put their best foots forward in dating profiles, so these may not reflect what they actually look like, or who they are as a person. The bios given are often brief, shallow, and uninformative. This innately leads to judgement based solely on the shallow details given.

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  8. I definitely believe that online dating apps promote hookup culture. I know a lot of people use tinder when they are on vacation or traveling just to find people around them that want to hook up. They aren't looking for anything long term because they are only in the area for a week or so. I think websites such as match.com where you have to pay to use it might be more focused on long term relationships because by paying you are more likely to be highly invested in the process and it is more likely that the intention is a long term relationship.

    I believe that physical attraction is a very important part of a relationship. I do think that with sites such as tinder, the decision to swipe right happens very quickly which relies on a very quick first impression. Sometimes it takes awhile to warm up to someone and become attractive to them.

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    1. I like that you point out the difference between some dating apps that people may use to seek out hookups and dating sites like match.com where users may be more highly invested in the dating process because they are paying for the dating service!

      I think your the first person to make a comment on how quickly profile image-first impressions happen and the decision for example, to swipe right can sometimes happen within seconds, and for some people attraction grows and may not always be "initial," which is something to consider when it comes to forming judgements on attractiveness based on a few profile pictures.

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  9. Well written blog! I like the conclusion as it gives us a direction to respond. I think that these apps have opened up hook-up culture more, however there are still people on these apps that are not looking for hook-ups solely and want to become more social. It is a new gateway to shyer people or wallflowers to get out of their comfort zone. These apps have really transformed the dating game. I don't think courtship has died because of these apps rather it has become more prized to find the man or woman who holds these characteristics.

    The attractiveness of a person is highly and first priority on these apps, however what distinguishes them all is a person bio too. The clever ones make it onto other social media platforms and make people smile more. The app layout plays a huge role in this, I dont think they should change from the face first because thats how we see people in life, but show a few words for a wholistic approach.

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    1. Thank you for your response - I think you provide a good idea at the end; more apps should find a way to present the profile image(s) with some sort of description or bio in a way that allows both the person's physical appearance as well as maybe some personal characteristics to be shown for first impressions-sake (e.g. on apps like Tinder where the layout largely relies on just an image, name, and location).

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  10. I think that sites such as Tinder do promote hookup culture because there is usually not a lot being said in the user's profile. It is typically just a few pictures and a short biography. I think in order for Tinder to not encourage hookup culture, the emphasis should be less on the pictures and more on the biography.

    Furthermore, while I do think that physical attraction is important, I do think that there is too much emphasis on physical attraction especially with websites such as Tinder. I believe that an emotional attraction to a person is far more important than a physical attraction.

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    1. Olivia, you do raise an interesting point about Tinder profiles... I wonder if profiles on Tinder are rather consistent across age ranges (i.e. the amount of information or quality of information provided in the bio section). For example, college students may limit their age-range preferences, and so we may only see bio information that correlates with the generation's maturity level or interests (e.g. using a pick-up line in the bio rather than providing a nice description of the person's interests or what they're looking for as far as a relationship).

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  11. This is a great article and certainly a good topic for Chapter 9.

    In response to your first question, online and mobile dating is definitely facilitating hookup culture. However, I think it also facilitates the process for people seeking long term relationships as well. You can make your intentions apparent with how you construct your profile (pictures, bio, interests). Thus, I believe online and mobile dating is encouraging all forms of relationships, including hookups, by simply making it easier for people to interact/meet up with each other.

    Thinking about your second question, it would be interesting if tinder or other dating apps removed pictures from the selection process. I don't think this would work too well though. You can learn a lot about a person's personality from the pictures they chose to display and their intentions for using the dating app. If they only use physically attractive pictures of themselves, they are probably seeking attention or hookups. If they chose pictures that display their hobbies, passions, affiliated groups, ext, they are probably looking for a more secure relationship. It's really depends on the individual to stress their physical attractiveness in their profile to ultimately attract the desired crowd. Physical beauty most likely generates more matches, so I can see why it's a common strategy.

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    1. Kyle, I like that you mention the various ways profile pictures can be used to inform others of the person's intentions - this wasn't something I initially thought about! But, I think you're right that there might be a relation between the types of photos used (e.g. displaying hobbies or just strictly stressing attractiveness) and the intentions or preferences of that individual (e.g. seeking a hookup or a more serious relationship).

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  12. Great post! I see mobile dating apps (as well as traditional dating websites) as simply providing more opportunities for activities that are already well underway and have been for years.

    The issue that I see with apps like this, however, is they provide an opportunity for predators to operate remotely. They remove body language and in-person snap judgements from initial interactions that people would normally use to decide on the safety of a give situation/person. I would be interested in seeing how people are compensating for this in their (now primarily) text-based conversations.

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    1. I would also be curious to learn more about how dating apps or sites are providing the opportunity for predators to operate more remotely and what if any concerns or instances have stemmed from that supposed issue... this isn't something I've heard very much about in popular news.

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  13. Sorry for responding so late. As someone who has watched and been a part of the changes in online chat and dating since the 90s I've seen both good and bad sides. For preteens and teens in the 90s we used chat rooms that had no profiles. As these emerged people started setting up dates and things through these as we still knew who each other were by screen names. However not having pictures did lead to some misidentification. When this happened between an attractive classmate and unattractive one then the unattractive one was harrased and ostracized. As for your question on if they are promoting a hook-up culture, no. They simply give easier access for those who want that to find each other. However I do believe they are overrun with people who do want that or a side girl/guy. That where judgment and morals come in. But if it wasn't online then it would be in bars and clubs where people used to meet and the same things would be happening with less chance of finding the right one.

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    1. Thanks for sharing Eddie! It's interesting to hear that profile pictures have kind of evolved in the last two-decades as an important mediator in online and mobile chat rooms and dating apps, which has lead to what appears to be more transparency online (excluding what we call catfish profiles - which also appears to be an issue today).

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  14. I do believe that online dating is encouraging more of a hookup culture compared to the more formal dating culture that used to be more common. Although this is not always the case and some people have better luck with online dating, and that is why I think it all depends on the person and what they tend to use it for. For someone who prefers a more face to face relationship online dating might be harder for them to communicate and connect with.
    I also believe that ones own definition of attractiveness plays a big role but its not the complete defining thing that has to do with relationships. I do think it would help people to find actual relationships by not focusing completely on a profile pick like Tinder does.

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  15. This was really interesting to read and you connected your topic to what we’ve been discussing in class really well. I’ve never used Tinder or other online dating apps before, but I have several close friends who have met their current bf/gf or even now, husband/wife on Tinder. I don’t think these apps are promoting the death of courtship. I think it’s up to the people in the relationship to define what courtship is to them. As for hookup culture, it just is what it is and I think it also depends person to person. I think physical attractiveness is important to a relationship, but I also think it is highly selective. I know there is research showing that beauty is actually scientific, but as individuals, people are weird and we like different things. A person may find someone attractive that no one else finds attractive, just because. That being said certain dating apps that rely so heavily on pictures and images might be a bit deceiving, because people tend to put the best versions of themselves on their profiles. The pictures they post and the stories they share tend to be only the good stuff, so everyone looks good in their profile, but that might not reflect how they are every day.

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    1. Thank you for your response Greta! I think I agree with you, in that people tend to portray the 'best' versions of themselves online and in their profiles, which has the potential to be somewhat deceiving.

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  17. I believe that mobile dating is definitely changing the way people approach each other. I would have to say that it makes it easier to handle rejection. Not a lot of people are comfortable with walking up and starting a conversation with someone they have never met or talked to before. Online and mobile dating have become more of a convenience.

    To answer your first question, I feel like that it encourages hookup culture more now than ever. Especially, depending on what app you are using. However, I don't feel like it has encouraged the death of courtship. I believe that courtship depends on what the person is looking for whether or not it is a one night stand or they are looking for something serious. It can make it easier to initiate the courtship.

    Unfortunately, people look at someones appearance and decide whether or not they want to talk to them and pursue further conversation. This is true for face-to-face and online. I do believe that outward appearances are deceiving.

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    1. I completely agree - something about dating online or seeking people online or through a mobile app definitely minimizes feelings of rejection more than face-to-face in my personal experience/opinion and I think a majority of people would agree. Although, some people may argue the opposite. I'd be curious to see results on this, whether more people feel online rejection hurts less than in-person-face-to-face rejection.

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  18. To answer your first question, I do believe that online and mobile dating is encouraging hookup culture. These sites and apps make it much easier to find someone who wants a strictly physical relationship, whereas before you would have to go to a bar, or somewhere similar, to try and find someone who was interested in you. Now you can find someone with the swipe of a finger.

    For the second question, I think the answer is different depending on what you are looking for. If you are just looking for a quick hookup, then there is not much more that is needed than just physical attractiveness. If someone is looking for something more long term, then yes, there should be less of an emphasis on physical attractiveness. You might find someone that is physically attracted to you, but that means nothing if they opposite interests and beliefs.

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    1. I think you're right - using some of these dating site/apps makes it easier to explicitly state a preference for or interest in only a physical relationship (maybe in some ways even more socially acceptable to state this in a profile rather than directly saying it to someone you're just meeting e.g. at a bar or club etc.)

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  19. As with most technologies, there isn't just one use for these dating platforms. Users will always find a way to use a product or service in a way that wasn't intended, and the hookup culture surrounding services like Tinder are just one example. I don't believe that these services need to necessarily stop emphasizing a person's appearance, but I do believe that the people using the service should realize that because of the online nature, a person can essential craft an online persona that comes across as very appealing, but doesn't really reflect who that person is all that accurately. That's why there will always be merit to meeting people "naturally", because they don't have the opportunity to disguise their real selves as much as they would online.

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    1. I agree with your comment! People using these apps and sites need to be aware that a person whom they may be talking to or seeking out have the potential to portray a more (or less) appealing version of themselves and/or not be completely truthful about who they are or what they say they're interested in. I wonder if people using these sites and apps are less trusting of the individuals they interact with on these sites/apps versus individuals they may interact with in person; face-to-face.

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  20. I do not think that we totally rely on attractiveness for dating, but I do think that it plays a large role in first impressions. Just as we like attractive politicians more than ugly one, we initially like more attractive people than we do others. As far as hookup culture goes I do not think that the apps play into that as much as you would think. I think that hookup culture is more of a product of better birth control methods than any sort of innovation in the method of dating. I.e. people just have more sex because there are less repercussions of having sex (baby).

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  21. Great topic. It's interesting how you were able to identify social psych concepts with the use of online dating/dating apps. I think different dating sites (for example: eHarmony vs Tinder) can differ with their purposes and what people intend on using them for - hooking up or serious relationships. I'm not sure if the online dating movement as a whole is necessarily encouraging hook ups. I think most people already know what their intentions are and they use specific apps/sites accordingly - just as they likely would trying to date/mingle offline.

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  22. Great work on the topic. This is becoming a very controversial topic within our society. As for the first question, I think it depends on what app or service people are using. For example, Tinder is seen mostly as a hookup application, whereas something like Match or eHarmony, would be seen more as an actual online dating site. Since Tinder is so popular, it is likely playing a part in promoting a more hookup like culture. Although, this hookup culture could just be more evident with apps like Tinder, and not actually having increased that much.

    As for the second question, the profile picture should be there, but could be reversed of what Tinder does. Show the profile first, and if they are interested they click on the profile to bring up the picture.

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