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Online Dating

The arrival of the internet has not only changed the way in which we undertake research, communicate with one another and advertise but it has also changed the way romance is kindled. Similar to the internet, the realm of online dating has gone through rapid developments and updates to keep up with the overwhelming demand for the services. Initially, one would go to a generic dating website and search through its files in the hope of finding someone with the qualities they were looking for, however through popularity the online dating world has now started servicing niche markets. Sites such as “Blackplanet.com, JDate.com (the Jewish dating service), Gay.com [and] even SingleRepublicans.com� (Kladko, 2004: 1) exist for people who specifically know what qualities they would prefer in a partner.

The success of the online dating world is on par with that of online pornography, with the Online Publishers Association (OPA) reporting that “singles sites accounted for the internet’s largest consumer spending category [in 2002]� (Durbin, 2003: 18). The OPA also found that Yahoo.com, which offers personal services was the first most popular paid destination online, with Match, another online dating service boasting nine million profiles coming in at number two.

It appears that through specially poised advertising the stigma of participating in online dating services is quickly disappearing, with both genders almost equally making the most of what is offered through such sites. Canadian based service, Lavalife strive for their website to be synonymous with the “hip, younger demographic who have grown up online and want instant gratification� (Durbin, 2003: 18), with 60% of their customers being male, 40% female. Lavalife differs from online dating services like Match due to its non-existent subscription fees, instead it is free to upload your profile but will cost a US quarter each time you message others within the service. Online dating services are an example of how easily social stigmas are dropped from particular ‘hobbies’, with Lavalife hosting over one million active members and signing up to 7500 new people each day.

Online dating is not just limited to the internet, with the sharing of content across technologies becoming increasingly rapid. In 2002 Virgin Mobile planned to launch a “new SMS flirting service� (Europemedia, 2002), which allowed users signed up to any mobile network within the UK to “send up to five anonymous messages to other users who [matched] their profile� (Europemedia, 2002). VirginXtras, as it was to be known, was intended to bring a playful element into dating yet not verge on being pornographic or encourage obscenity.

Users and operators of online dating sites believe a “casual sex revolution� is taking place, with many of these sites being “populated by regular, non-sketchy people who aren’t looking for love� (Durbin, 2003: 18). The online dating world, as well as mobile flirting, are examples of how much of an influence technologies have had on the way society has traditionally done things. As seen in regards to online pornography, these technologies will continue to push the boundaries of what used to be acceptable and what is now considered to be normal.

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References

Durbin, J. (2003) 'Internet Sex Unzipped', Maclean's [Online], vol. 116, issue 40, pg. 18. Available: Proquest: ABI/Inform Global database, ID no: 631821801. [Accessed 20 Oct. 2004].

'Flirting Comes to Cell Phones with Virgin SMS Service', Europemedia [Online], Available: Proquest: ABI/Inform Global database, ID no: 101335312. [Accessed 19 Oct. 2004].

Kladko, B. (2004) 'Internet Dating Adds Niche to Help Cheaters Connect', Knight Ridder Tribune Business News [Online], Available: Proquest: ABI/Inform Global database, ID no: 672143061. [Accessed 19 Oct. 2004].

Jessica Ong 23:25, 28 Oct 2004 (EST)