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It might feel for some people even like a game, the constant desire of “winning” in terms of getting more dates, more attention and reassurement. This also goes hand in hand with the point of “Self-worth validation” which nowadays especially young adults aim for more than ever. The Sharing Economy: The End of Employment and the Rise of Crowd-Based Capitalism, Cambridge: The MIT Press. Internet dating started off with people, who were lonely, shy or did not get any attention from their environment. Through the internet they felt that there was less risk and they were able to present themselves in Social Media differently, more beautiful and more confident, which in their eyes might lead to more success while (online) dating (Lawson & Leck, 2006). Inside Tinder: Meet the Guys Who Turned Dating Into an Addiction. Therefore, the purpose of this blogpost is to analyze how and why Social Media changed the dating culture of us as Generation Y (the young adults of today).In general, as a cause of digitalization and the internet, a whole new concept of self-presentation was born: online profiles.Social Media has not only become a very relevant topic for brands and companies to deal with when it comes to business, but also for human beings in regards to their personal and dating life.
This comparison already shows that online dating and Social Media brought some trouble in the 21st century dating life. Social Media only represents one side, the good and shiny one. This should be kept in mind especially when dating through Social Media or judging people because of pictures uploaded somewhere online. Therefore the aim of the perfect self-representation in Social Media has grown enormously.Schau and Gilly (2003) are stating that humans are aiming towards projecting a digital likeness and even creating a digital self which is not necessarily coherent with the true- or how they call it the physical self.
This also goes hand in hand with the theory of Schau and Gilly (2003) mentioned before, which states that people tend to create a digital imsgr and therefore different self when using Social Media trough e.g. Ward (2016) talks about a similar concept called impression management which likewise deals with the fact that people tend to present themselves in a way which they think is catchy towards the other sex and helps them felling more confident in the dating world.