Thesis Research

Love Language Over Time: An Analysis of Self-Presentation in Dating by Comparing Historical Personal Ads and Contemporary Dating App Biographies

Thesis for the Media Technology MSc Program at Leiden University

Primary Supervisor: dr. Max van Duijn, Leiden University

Secondary Supervisors: dr. Stephanie Tong, Wayne State University and dr. Maarten H. Lamers, Leiden University

July 2022

ABSTRACT

This research focused on the biographies of dating apps which are space-limited and self-written and therefore give insight in what users find crucial to mention about themselves and their wishes for possible partners. The content of the biographies was compared to the content of personal ads, collected and analysed between 1947 and 1985, providing insight in self-presentation in mate search through time. The method relied on biographies which were collected in The Netherlands in 2021 from three dating apps: Tinder, Bumble, and Lexa. Profiles of men and women aged 18 to 37 looking for a heterosexual partner were selected. The texts were analysed on mentions of intention, lifestyle, personality, and appearance and on usage of negation and emoji. The personal ads collection was composed and annotated by researcher Wil Zeegers, according to similar content themes. Comparisons were made between men and women, between age 18 to 27 and 28 to 37, and between dating applications. Historical analyses was done between men and women. Results include that intentions differ per dating app. Personality self-description increased over time, number of requests peeked in late personal ads. Appearance description were more frequent in personal ads, probably because dating apps allow for photographs. The most important lifestyle element in early personal ads was religion, while later ads and dating app biographies focused mostly on interests. In conclusion, this research gives insight in how description of identity and projected partner in personal ads and dating app biographies can be used as indicator for mate choice criteria.