uses and gratification theory in dating sites
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TRANSCRIPT
Melody Mechanic
USES AND GRATIFICATION THEORY IN ONLINE DATING
Explains how people use media for their need and gratification. People actively seek certain media to satisfy a
goal or need.
Answers the questions:
Why do people use media and what do they use them for?
4 main goals:
Information/cognitive needs
Self-Esteem/Personal Integration needs
Belonging/Social Integration needs
Entertainment/Tension free needs
USES AND GRATIFICATION THEORY
A theory proposing human motivation.
Humans have a certain number of needs
and they are arranged in a hierarchy,
starting from most basic needs. • Self-
Actualization
Esteem
Love/Belonging
Safety
Physiological
MASLOW’S HIERARCHY OF NEEDS
EquestrianCupid.com
We’re more likely to be influenced by people we like.
We like people who are similar to us. Similarity can be in the area of opinions, personality traits, background, or life-
style. (Cialdini, pg. 164)
Physical Attractiveness plays a role in liking people. We tend to think those who are physically appealing are
talented, kind, honest, and intelligent
CIALDINI’S LIKING PRINCIPLE
MATCH.COM
BEAUTIFULPEOPLE.COM
Accepted into BeautifulPeople.com = HIGH SELF ESTEEM
Rejected into BeautifulPeople.com = LOW SELF ESTEEM
ESTEEM
In 2010, 5000 people were kicked off of BeautifulPeople.com for gaining weight.Shrek virus - 30,000 were mistakenly let in.Provided help hotline for rejected people.
“A Strict ban on ugly people”
“Letting fatties roam the site is a direct threat to our business model”“It’s a gated community for the aesthetically blessed”
More than 6 million apply, but 1 in 8 are accepted
Users14.9% US11.6% Russia10.4% France5.7% UK5.3% Ireland
Women tend to lieAbout weight andage online
Men lie about height,Status, and salary
“The Professional networking option included in the “Business Area” allows you to explore new
business and employment opportunities. BeautifulPeople.com is also frequented by some of the world’s leading model scouts, talent agencies
and production companies looking to recruit talent.”
INFORMATIONAL
“As a member of BeautifulPeople, you will have access to the most attractive people locally and from around the
globe. You will also be able to frequent events and parties hosted by fellow members and BeautifulPeople.com,
BeautifulPeople members have access to some of the most coveted guest lists from the hottest clubs locally and
around the world. You can also post your own events and invite friends and attractive members you’d like to meet.”
SOCIAL
Don’t look like your profile picture?
Beautiful Police patrolling the area!
“Over 700 couples have been married through unions found on BeautifulPeople.com. Thousands of people are in
committed relationships and many have gone on to start beauitful families. Everyone on the site is attractive, so
there is a lot of chemistry between members as seen at the regular events and parties hosted through
BeautifulPeople.com
BELONGING/LOVE
Jonathan and Dora met on BeautifulPeople.com and are now Married!
“BeautifulPeople has also become a playground for the aesthetically blessed for those who seek adventure,
chemistry and if partial, a less serious approach to dating!”
ENTERTAINMENT
WANT A BABY?
“Initially, we hesitated to widen the offering to non-beautiful people, but everyone- including ugly people – would like to bring good looking children into the world, and we can’t be selfish with our attractive gene pool.”