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Den moderna relationsekonomin på Tinder

Johansson, Maja LU and Joelsson, Jennelie LU (2021) MKVK04 20202
Media and Communication Studies
Abstract
The thesis examines the commercialization of intimacy, love and relationships on Tinder. The thesis examines young adults' active use of the Tinder application, which offers an easily accessible love market with an abundance of potential partners. Furthermore, the essay focuses on the interviewees' views on lasting and volatile relationships in today's consumer society. The sample examined consisted of six men and six women aged 20-25, all of whom are active in dating life and users of the application. Data collection was done using semi-structured qualitative interviews followed by an observation. The study's analysis presents three themes: capturing attention, attractiveness and identity, as well as the economy of free relations. The... (More)
The thesis examines the commercialization of intimacy, love and relationships on Tinder. The thesis examines young adults' active use of the Tinder application, which offers an easily accessible love market with an abundance of potential partners. Furthermore, the essay focuses on the interviewees' views on lasting and volatile relationships in today's consumer society. The sample examined consisted of six men and six women aged 20-25, all of whom are active in dating life and users of the application. Data collection was done using semi-structured qualitative interviews followed by an observation. The study's analysis presents three themes: capturing attention, attractiveness and identity, as well as the economy of free relations. The results showed that the consumer society's mentality of renewing and replacing what is no longer fashionable is contagious when it comes to the consumption of love and partners. Producing a true self and one's best self tends to be a difficult balancing act. Being single is not something sad or depressing today but rather a trend. Tinder could be likened to a game plan where the game rules, that is, what users can expect, are unwritten rules and how they act towards each other is a habitual behavior. The conclusion that can be drawn from the study is that Tinder does not lead away from Tinder but rather to more Tinder. The abundance of potential partners through the application tends to lead to greater dissatisfaction as it minimizes the likelihood of feeling satisfied by choosing one and the same person. Actually, Tinder has no reason to pair different users with each other in the long run, but rather the opposite. (Less)
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author
Johansson, Maja LU and Joelsson, Jennelie LU
supervisor
organization
course
MKVK04 20202
year
type
M2 - Bachelor Degree
subject
keywords
Tinder, digital dating, identity, modern love, consumer society, relationship
language
Swedish
id
9036136
date added to LUP
2021-01-20 16:12:57
date last changed
2021-01-20 16:12:57
@misc{9036136,
  abstract     = {The thesis examines the commercialization of intimacy, love and relationships on Tinder. The thesis examines young adults' active use of the Tinder application, which offers an easily accessible love market with an abundance of potential partners. Furthermore, the essay focuses on the interviewees' views on lasting and volatile relationships in today's consumer society. The sample examined consisted of six men and six women aged 20-25, all of whom are active in dating life and users of the application. Data collection was done using semi-structured qualitative interviews followed by an observation. The study's analysis presents three themes: capturing attention, attractiveness and identity, as well as the economy of free relations. The results showed that the consumer society's mentality of renewing and replacing what is no longer fashionable is contagious when it comes to the consumption of love and partners. Producing a true self and one's best self tends to be a difficult balancing act. Being single is not something sad or depressing today but rather a trend. Tinder could be likened to a game plan where the game rules, that is, what users can expect, are unwritten rules and how they act towards each other is a habitual behavior. The conclusion that can be drawn from the study is that Tinder does not lead away from Tinder but rather to more Tinder. The abundance of potential partners through the application tends to lead to greater dissatisfaction as it minimizes the likelihood of feeling satisfied by choosing one and the same person. Actually, Tinder has no reason to pair different users with each other in the long run, but rather the opposite.},
  author       = {Johansson, Maja and Joelsson, Jennelie},
  keyword      = {Tinder,digital dating,identity,modern love,consumer society,relationship},
  language     = {swe},
  note         = {Student Paper},
  title        = {Den moderna relationsekonomin på Tinder},
  year         = {2021},
}