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CharlotteBergSecondEssay 5 - 10 Oct 2024 - Main.NilePierre
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Love me Tinder - Love under the Algorithm
| | | Monetization of Love
While most basic functions on dating apps are free, most apps continue to move to fee based offers that enable the user to e.g. match more people, match more desired users or to become a desired user as well by placing them favorably into the algorithm. And while this monetization of love might have some value in areas that are suffering from a strong imbalance of users (e.g. an imbalance of gender), one could highly question the ability to base a relationship on the manipulated algorithm. If we assume that a match is based on preferred features such as looks, age, academic achievements, astrological signs etc., then the probability of a real exchange or date drastically increases if the users are not necessarily matched to what they truly desire. So the purchase of such premium features is per se questionable, not being mentioned that the monetization and following manipulation of feelings such as love deem to be very unromantic. But they might also constitute a vicious circle: why would a dating app dare to lose its best, because paying, customers? Therefore, the providers have to develop a mechanism that keeps paying users interested in the app by preventing them from either finding a long-term partner (and hence deleting the app) or from being frustrated by the ill success of finding a partner and therefore deleting the app. So, it must rely on an algorithm that creates a push and pull mechanism, giving the user just enough positive outcome to keep them on the app but not enough to make them delete it. | |
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what's also interesting are apps like raya that are paid but not necessarily pay to play- you have to be invited to join and then pay. Dating app for "elites" what does this say about our society and dating? etc -Nile
| | | Keeping the Fish in the Pool
These considerations must not only be applied to paying users but also to users who only subscribe to the free of charge subscription. Because firstly, those apps finance themselves over advertisement. More users equal higher paying clients. Secondly, in order to attract new users, the already existing pool of users must remain big enough as more potential partners promise a higher probability of finding the seemingly perfect match. Therefore, it is necessary to create the push and pull mechanism despite the claim that the app is “made to be deleted” (Hinge). |
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