Many of us have had the negative experience of being swiped left, ghosted, breadcrumbed, or benched on internet dating apps. On Valentine’s Day, six dating app users filed a proposed class action lawsuit alleging that Tinder, Hinge, and other Match dating apps use addictive game-like features to encourage compulsive use. The lawsuit claims that Match’s app “employs perceived dopamine-manipulating product features” that turn users into “trapped gamblers seeking psychological rewards,” resulting in expensive subscriptions and persistent usage.
The lawsuit was met with skepticism by some, but online dating experts say it reflects a wider criticism of the way apps gamify human experiences for profit. The addiction may have been built into dating apps from the beginning, with the swipe mechanism, invented by Tinder co-founder Jonathan Badeen, being compared to an experiment with pigeons that aimed to manipulate the brain’s reward system.
The game-like elements of dating apps are further exemplified in the Trump-style interface first used by Tinder, leading some experts to believe that dating apps are encouraging negative behaviors and making people feel manipulated. A study suggested that couples who met online are slightly more likely to have lower marital satisfaction and stability. Dating apps also appear to encourage “bad behavior such as ghosting, breadcrumbing, and backburner relationships,” according to some researchers.
However, dating apps have also been criticized for perpetuating idealized preferences for particular ethnicities, age groups, and body types, ultimately reproducing privilege. While dating apps widen the range of potential partners in theory, endless access to romantic possibilities has been shown to have negative effects on mental health, leading some experts to advocate for transparency around matching algorithms and education about the pitfalls of online dating.
Despite criticisms, a Match Group spokesperson dismissed the lawsuit, stating that the business model is not based on advertising or engagement metrics, and that the goal is to avoid addictive use of the app. They believe that the plaintiffs are pointing to a systemic problem in the dating app ecosystem.
Source: www.theguardian.com
