Reflecting on the findings of a small-scale qualitative research on the use of dating apps among young adults in London, we problematise this view and argue that the specific form of marketisation articulated by dating apps is entrepreneurial in kind, whereby individuals act as brands facing the structural uncertainty of interacting with ‘quasi-strangers’. Dating apps promise a ‘digital fix’ to the ‘messy’ matter of love by means of datafication and algorithmic matching, realising a platformisation of romance commonly understood through notions of a market’s rationality and efficiency.
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