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"Att swipea tills tummen blir trött" - En kvalitativ studie om hur konsumtionsfaktorer kommer till uttryck på dejtingapplikationen Tinder

Ternström, Hanna LU and Dott, Malin LU (2015) SKOK01 20151
Department of Strategic Communication
Abstract
This study intends to increase the understanding of students' usage of the online dating application Tinder and how consumption and personal marketing manifests themselves on the application. This study was conducted from a user perspective and the empirical material has been acquired through focus group interviews, which subsequently were thematised. The empirical material was later contextualized in the analysis through the following theories in the field of strategic communication: consumption, innovation, interaction in the new media society, self-presentation and personal marketing. This study revealed that users desire continuous affirmation from people whom they consider as objects and they never feel completely satisfied. It stands... (More)
This study intends to increase the understanding of students' usage of the online dating application Tinder and how consumption and personal marketing manifests themselves on the application. This study was conducted from a user perspective and the empirical material has been acquired through focus group interviews, which subsequently were thematised. The empirical material was later contextualized in the analysis through the following theories in the field of strategic communication: consumption, innovation, interaction in the new media society, self-presentation and personal marketing. This study revealed that users desire continuous affirmation from people whom they consider as objects and they never feel completely satisfied. It stands clear that users, through personal marketing, want to present an idealized image of themselves, with the aim of affirmation. The empirical material was primarily analyzed through Bauman´s theories about the consumer society and Goffman´s discussion of the interplay between the private and the public aspects. This study thus concludes that Tinder is a result of the needs of individuals and factors within the consumer society and that interpersonal relationships have been affected by new communication channels for dating. (Less)
Abstract (Swedish)
Denna studie ämnar öka förståelsen för studenters användande av dejtingapplikationen Tinder samt hur konsumtion och personlig marknadsföring kommer till uttryck på applikationen. Studien utgår från Tinderanvändarnas perspektiv och därmed har det empiriska materialet införskaffats via fokusgruppsintervjuer. Empirin tematiserades för att sedan kontextualiseras i analysen via följande teorier inom området strategisk kommunikation: Konsumtion, innovation, interaktion i dagens mediesamhälle, självpresentation och personlig marknadsföring. Genom studien klargjordes det att användarna strävar efter ständig bekräftelse från människor de ser som objekt, att de aldrig nöjer sig, och att de, genom personlig marknadsföring, vill presentera en... (More)
Denna studie ämnar öka förståelsen för studenters användande av dejtingapplikationen Tinder samt hur konsumtion och personlig marknadsföring kommer till uttryck på applikationen. Studien utgår från Tinderanvändarnas perspektiv och därmed har det empiriska materialet införskaffats via fokusgruppsintervjuer. Empirin tematiserades för att sedan kontextualiseras i analysen via följande teorier inom området strategisk kommunikation: Konsumtion, innovation, interaktion i dagens mediesamhälle, självpresentation och personlig marknadsföring. Genom studien klargjordes det att användarna strävar efter ständig bekräftelse från människor de ser som objekt, att de aldrig nöjer sig, och att de, genom personlig marknadsföring, vill presentera en idealiserad fasad i strävan efter bekräftelse. Det empiriska materialet analyserades framförallt genom Baumans teorier om konsumtionssamhället och Goffmans diskussioner om växelspelet mellan det privata och offentliga och det konstaterades det att Tinder är ett resultat av individers behov och faktorer inom konsumtionssamhället. Studiens resultat visar därmed att mellanmänskliga relationer har påverkats av konsumtionssamhället vilket tagit sig uttryck via onlinedejtingforum. Arbetet kring detta examensarbete har till lika stora delar utförts av båda författarna. (Less)
Please use this url to cite or link to this publication:
author
Ternström, Hanna LU and Dott, Malin LU
supervisor
organization
course
SKOK01 20151
year
type
M2 - Bachelor Degree
subject
keywords
Strategic communication, Tinder, Consumption, High-technology, Smartphone, Online dating, Online dating application, Personal marketing, Personal Branding, Bauman
language
Swedish
id
5467491
date added to LUP
2015-06-12 08:03:50
date last changed
2015-06-12 08:03:50
@misc{5467491,
  abstract     = {This study intends to increase the understanding of students' usage of the online dating application Tinder and how consumption and personal marketing manifests themselves on the application. This study was conducted from a user perspective and the empirical material has been acquired through focus group interviews, which subsequently were thematised. The empirical material was later contextualized in the analysis through the following theories in the field of strategic communication: consumption, innovation, interaction in the new media society, self-presentation and personal marketing. This study revealed that users desire continuous affirmation from people whom they consider as objects and they never feel completely satisfied. It stands clear that users, through personal marketing, want to present an idealized image of themselves, with the aim of affirmation. The empirical material was primarily analyzed through Bauman´s theories about the consumer society and Goffman´s discussion of the interplay between the private and the public aspects. This study thus concludes that Tinder is a result of the needs of individuals and factors within the consumer society and that interpersonal relationships have been affected by new communication channels for dating.},
  author       = {Ternström, Hanna and Dott, Malin},
  keyword      = {Strategic communication,Tinder,Consumption,High-technology,Smartphone,Online dating,Online dating application,Personal marketing,Personal Branding,Bauman},
  language     = {swe},
  note         = {Student Paper},
  title        = {"Att swipea tills tummen blir trött" - En kvalitativ studie om hur konsumtionsfaktorer kommer till uttryck på dejtingapplikationen Tinder},
  year         = {2015},
}