The multimodal rhetoric of Tinder and the algorithms that shape our choices

Abstract

As the popularity of online dating applications continues to grow in the digital world, so does the use of algorithms and multimodal rhetoric in shaping user experiences. Both multimodality and algorithms are related to online dating. Dating app profiles are multimodal in the way they incorporate different modes of communication such as images, texts, and videos. Users are presented with a swipe stack and can indicate their level of interest in other users by swiping left to dismiss the profile or right to express interest. Algorithms rely on the multimodality of these dating profiles to match the user's preferences and interests which can create a more personalized experience. The algorithm is controlling who might show up in the swipe stack, which means users are in control of the information they put on their profiles, but not in control of who they are seeing. The lack of transparency from dating apps like Tinder regarding the inner workings of their algorithm raises questions about the selection of profiles that users are presented with in their swipe stack. Despite many rumors surrounding the workings of algorithms, such as the one used by Tinder, little is known about their exact functionality.This thesis conducts a comprehensive analysis of Tinder profiles to gain a better understanding on how the app's algorithm influences our online behavior. The most significant finding demonstrates that one of the algorithm's major functions is to mirror users' profiles back to them. That is, regardless of the preferences and multimodal content a user inputs into the app, the algorithm seems to show the user profiles that mirror their own. This thesis contributes to the critical understanding of understanding multimodal composition and the role algorithms play in shaping online dating experiences and the love lives of Tinder users.