Relationshopping: Investigating the market metaphor in online dating

Abstract

In this manuscript we explore the ways in which the marketplace metaphor resonates with online dating participants and how this conceptual framework influences how they assess themselves, assess others, and make decisions about whom to pursue. Taking a metaphor approach enables us to highlight the ways in which participants’ language shapes their self-concept and interactions with potential partners. Qualitative analysis of in-depth interviews with 34 participants from a large online dating site revealed that the marketplace metaphor was salient for participants, who employed several strategies that reflected the assumptions underlying the marketplace perspective (including resisting the metaphor). We explore the implications of this metaphor for romantic relationship development, such as the objectification of potential partners.