INTERNET DATING AS A PROJECT: THE COMMODIFICATION AND RATIONALISATION OF ONLINE DATING/Spoznavanje po spletu kot projekt: Komodifikacija in racionalizacija spoznavanja po spletu

Based on qualitative empirical data from two studies on Internet dating in Slovenia, this paper discusses the social contexts of the Internet dating of heterosexual men and women and homosexual men. Special attention is given to different aspects of the commodification and rationalisation of dating...

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Bibliographic Details
Published inDruzboslovne razprave Vol. 31; no. 78; p. 7
Main Authors Zakelj, Tjasa, Kocon, Doris, Svab, Alenka, Kuhar, Roman
Format Journal Article
LanguageEnglish
Published Ljubljana University of Ljubljana, Faculty of Social Sciences 01.04.2015
Subjects
Dating services
Gays & lesbians
Heterosexuality
Marketing
Slovenia
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Summary:Based on qualitative empirical data from two studies on Internet dating in Slovenia, this paper discusses the social contexts of the Internet dating of heterosexual men and women and homosexual men. Special attention is given to different aspects of the commodification and rationalisation of dating in the process of forming potential (romantic) partnerships. First, we discuss our respondents' reasons for using the Internet to get in touch with potential (romantic) partners. Second, we focus on the demands and strategies of targeted marketing in personal profile writing and, finally, on the process of selecting potential partners. Our study shows that the primary understanding of Internet dating among people who engage in it is its economic nature. Together with targeted marketing and the predetermined criteria for choosing interesting others, Internet dating can thus be understood as a market that encourages rationalisation and commodification in the process of forming intimate relationships.
ISSN:0352-3608
1581-968X