“The truth behind internet dating”-why do
we really use it?
Cultural Artefact
http://www.wired.co.uk/news/archive/2013-07/18/online-dating-psychology
The following cultural artefact is an article which looks into the different psychological
aspects of online dating and looking for sexual and lifelong partners on the internet. The
article explores many different sides of the phenomena which is internet dating, such as
sexuality and gender preferences, how people should be matched according to the details
they have on their profile, how misleading many profiles are, and even how abuse is a
common occurrence, particularly against women. The safety of online dating as well as the
dangers are described. The contributing factors as to why internet dating is becoming more
popular are also explored.
Topic- Psychology of Internet dating
Internet dating is a trend which is ever growing in popularity, and shows no signs of slowing
down. Although it has now become a social norm and is accepted widely within society, how
much is actually known about meeting people online? Technology has advanced at such a
speed that communicating with strangers is not deemed strange; however what are the
dangers of doing this? Also, why are we, as a society, so infatuated by it? Are we aware of
why we want to do it, and the repercussions it may have on our health? These are explored
in the following literature.
Literature Review:- What do the experts say?
Using the internet to search for love has become increasingly popular since the early 2000’s,
and is becoming a social norm we no longer consider to be an alternative option to meet
singles (Fullick, 2013). Fulilick (2013) explains the obvious reasons for its growing popularity,
such as the little attachment that is involved, its ease, the little time that is invested, as well
as the fact that you are matched with people with similar interests. All these are benefits
that draw us, we believe, to suitable lifelong partners, without taking away from our
independence. However, there is much more to online dating than being matched with
someone deemed suitable by a matchmaking service. There are many health, psychological,
as well as gender factors that play a role in the phenomena that is online dating. (Fullick,
2013).
Blackhart, Fitzpatrick & Williamson (2014) observe studies underpinning the psychological
basis of online dating, such as what personality types prefer to use it, in consideration also
with the Big-five personality traits. Such patterns were found using online surveys of
people’s preferences.
The main personality trait that is drawn to internet dating, according to Blackhart et al.
(2013) is people who are sensitive to rejection, which is also highly associated with
loneliness. Internet dating offers a safer environment where rejection is not as bigger an
issue as when actually physically seeing someone. As well as this, people have more control
in their communications with the person. In accordance, dating site users can show a profile
that they themselves are comfortable with. This shows the basic psychological basis for
using online dating is the assurance, stability and control it gives us, over how we present
ourselves and who we are matched with.
Internet dating is rising in popularity, and this shows no signs of slowing down. Within the
five top countries that use internet dating, 25% of couples have met using an online dating
service, and this figure is set to rise to 70% by 2040 (Study says Half of Couples Will Meet
Online in Next 20 Years, 2014). Researchers and psychologists have many diverse theories as
to why this is. According to Heino, Ellison and Gibbs (2010) the marketing and
“intershopping” aspect of online dating has aided in the ever growing amount of members
on sites. Heino et al. (2010) explains that our addiction with reviewing items and purchases
online is a pattern that is reminiscent with how we look at partners as well. For instance
people are given matches based on similarities, and then we choose ourselves based on
what we like. A more simple, and straightforward instance is in Tinder, where you literally
choose people based on their physical appearance. The online dating world is becoming less
of a “meeting place” and more of a “market place” where we are very much picking a
person based on the features we like. Comes back once again to the locus of control we feel
we have.
A study conducted within Australia observed people’s experiences of internet dating, as well
as why they used it. According to Henry-Waring and Barraket (2008) a common answer was
that it was an easy way to meet new people that fit in well with people’s busy schedules. It
takes up little time, and is an avenue in which to present yourself in a safe and mostly casual
environment. You also are automatically introduced to people with similar values and
interests as you. Henry-Waring and Barraket observe how this is largely in conjunction with
why people use social media. You can present your own identity, communicate with
whomever you like, and keep in touch with friends all without leaving the comfort of home.
In other words, internet dating is largely convenient.
Much of the statistics found about internet dating have been observed using cross-sectional
studies. However, seeing as all dating accounts are available online, patterns and statistics
can all be validated from collecting all of this available data. Sites such as eHarmony and
RSVP often observe the demographics of online dating accounts as a whole so they know
who they need to appeal to. For example, RSVP observe the accounts of certain areas in
each of the countries they are used in to observe what ages use internet dating the most
(RSVP, 2014).
As research shows, we are able to observe online dating profiles and make judgements and
assumptions based on how they present themselves online, and then decide if we like what
we see. However, as can be seen, the research made into internet dating also shows there
are deep-seeded psychological processes people go through to decide to start online dating,
how they choose to present themselves, and becomes a part of everyday life.
Cultural and Social Analysis
The social theory most closely associated with internet dating is the uncertainty reduction
theory (Heino et al., 2010). This theory is where people wish to have more information on a
certain person or place, so as to reduce the level of uncertainty they feel when exploring
new things (Heino et al. 2010). This is very true for online dating, seeing as a lot of
background information can be known about someone from their online dating profile.
There are is a lot of literature based around internet dating and sexual health, as sex is a
common outcome from meeting someone online (Henry-Waring & Barraket, 2008).
According to Couch and Liamputtong (2008), Australians are continually going online looking
hoping for sexual outcomes and the reason for this being that it fits well within our
increasingly busy lives. We are exploring this using many avenues such as email, webcam,
and sending photographs. Counch and Liamputtong also explain that many of these people
are getting their worth for their online account, with a high occurrence of sexual outcomes
from meetings. Such high occurrence of sexual encounters show the need for sexual health
promotions in Australia surrounding internet dating, seeing as not using safe practices with
sexual health may be detrimental in many ways, as well as the fact that the sexual history of
the person we are meeting online is not known (Henry-Waring & Barraket, 2008). However,
interestingly, there is no specific promotion aimed at this topic.
According to Gold (2011) using the internet as an avenue for sexual health promotion is
highly regular. BMC Public Health conducted a study on the amount of sexual health
promotions online, and how it made people more aware of sexual health. It was found
many people were made more aware of the topic through its easy access, as well that links
and facts are made available. However there are no such promotions, within Australia, that
are aimed at the groups that use internet dating. Groups that should be specifically aimed at
for such promotions are 40-55 year olds, as this age is the highest user of internet dating
(RSVP, 2014). The only current promotion for online dating within Australia is SCAMWATCH,
which alerts the public as to the dangers of giving financial information to people that you
meet online (Dating and romance scams, 2014).
From the social analysis, there is a lot of information that indicates the true extent to how
online dating is related to public health, due to its prevalence and the outcomes from it.
Because of this, health promotions aimed particularly at online dating sites should become a
priority. As the literature shows, there are significant psychological drives behind it,
indicating it can also have an impact on people’s mental states. Particularly because, as the
literature review shows, more sensitive people are drawn to using online dating. The sexual
health of dating site users is also seen to be a very important aspect that, although users are
more careful in this, they should still be alerted as to the possible dangers.
Analysis of Artefact
The artefact I have chosen is a good depiction of the psychology behind online dating, in
regards with why we do it. As well as this, it outlines patterns that occur in the online
environment that is reminiscent of normal dating, however with being much more
anonymous and how that alters how we act.
The article explains at based on these behavioural patterns, as well as on people’s profiles,
an algorithm puts people together based on the similarities of their values. However, as the
article explains, this takes away greatly from the concept that opposites attract. This is just
one example that shows me how our conception of what a suitable partner is, is changing
because of online dating.
The article is a good case-of-point for online dating as it basically portrays the basis for why
online dating is ever growing in popularity. As with social networking sites, we become
obsessed with online dating, as with the control we feel we have over who we choose and
what we want in a partner.
As social networking is becoming the social norm for communication, so is using the
internet to find partners, whether it be short term or long term. From observing the
literature, it has become apparent why we become so captivated by meeting online, and
how this has repercussions on not only our mental health, but also our sexual health.
Because of this though, I believe there should be more health promotions aimed at society
as to alert the public of not only the scams, but also of how our health can be affected.
References:
Australian Competition and Consumer Commission (2014). Dating and romance scams.
Retrieved September 24, 2014, from
http://www.scamwatch.gov.au/content/index.phtml/tag/DatingRomanceScams
Blackhart, G.,Fitzpatrick, J.,Williamson, J. (2014) Dispositional factors predicting use of online
dating sites and behaviors related to online dating. Computers in Human Behavior,
33, 113–118. Retrieved from
http://www.sciencedirect.com.ezp01.library.qut.edu.au/science/article/pii/S074756
3214000272
Couch, D., Liamputtong, P. (2008). Online Dating and Mating: The Use of the Internet to Meet
Sexual Partners. SAGE Journals, 18, 268-279. doi: 10.1177/1049732307312832
DatingSiteReviews.com (2014). Study says Half of Couples Will Meet Online in Next 20 Years.
Retrieved from http://www.datingsitesreviews.com/article.php?story=study-sayshalf-of-couples-will-meet-online-in-next-20-years
FairFax Media (2014). RSVP. Retrieved September 15, 2014, from
http://adcentre.com.au/brands/rsvp/
Fullick, M. (2013). "Gendering" the Self in Online Dating Discourse. Canadian Journal of
Communication, 38, 545-562. Retrieved from
http://search.proquest.com.ezp01.library.qut.edu.au/docview/1471047091/abstract
?accountid=13380
Gold, J. (2011). A systematic examination of the use of Online social networking sites for
sexual health promotion. Health behavior, health promotion and society, 11, 583.
doi: 10.1186/1471-2458-11-583
Heino, R.D., Ellison, N.B., Gibbs, J.L. (2010). Relationshopping: Investigating the market
metaphor in online dating. Journal of Social and Personal Relationships, 27, 427-447.
doi: 10.1177/0265407510361614
Henry-Waring, M., Barraket, J. (2008). Dating & Intimacy in the 21st Century: The Use of
Online Dating Sites in Australia. International Journal of Emerging Technologies and
Society, 6(1), 14-33. Retrieved from
http://www.swinburne.edu.au/hosting/ijets/journal/V6N1/pdf/Article2HenryWaring&Barraket.pdf