The purpose of this project is to explore new forms of intimacy and sexuality on digital dating platforms among a group that we call “digital daters”. The usage of digital dating platforms has increased rapidly the last decade, both in Sweden and in many other countries. A high number of single people and a growing number of divorcees, among the younger as well as the older population, has, in this digital era, led to changes in age- and gender-coded expectations concerning dating norms and conduct. The following research questions will guide the process:

• In what ways do digital daters describe their reasons for participating on digital dating platforms (e.g. for brief sexual encounters, extramarital sex, and long-term relationships)?
• How do they describe their practices on the platforms (e.g. scrolling, flirting, chatting, and dating)?
• What are the implications of their experiences of intimacy and sexuality (e.g. arousal, closeness, confirmation, rejection, belonging, distance)?

Using the Internet and social media has become a common and integrated alternative for seeking a partner and developing romantic and/or sexual relationships. Different kinds of dating sites are emerging rapidly, but knowledge on the users of digital dating platforms is limited. We know that the Internet has been a catalyst for new meeting places, new norms and new behaviour in cyber space the past few decades. However, most studies focus on problematic aspects such as compulsive behaviour and cyber victimisation. Furthermore, research has been connected to minority groups, such as men who have sex with men, and people with disabilities. Not least, a lot of research concerns young people who are perceived  as vulnerable when it comes to using the Internet for love and sexual purposes. The easy access of pornography and its potential influences on the younger generations’ understanding of sexuality and gender roles is an important part of this concern. Additionally, there are worries about associations between cyber dating, substance use and sexual risk behaviour and victimisation among adolescents.

Recently, we have seen an increase in the use of social digital media among all groups of society; social media is no longer connected only with young people, sub cultures or marginalised groups. Studies on youth show that digital and physical communication nowadays is integrated into all social relationships and that young people do not differentiate between these different platforms. Using social media seems to have become mainstream, with a wider range of internet users in terms of age, gender, sexual orientation etc. However, there is a lack of research into these wider groups’ use of social digital media, just as there is a lack of studies in specific areas of the social digital media landscape, such as dating.

Youth research as well as transformation research shows that digital platforms are connected to the development of more fluid, transformative and innovative ways of creating social relationships. Anthony Giddens and Zygmunt Bauman connect this to a consumerist society where relationships, love and sexuality become commodified. However, at the same time there is also a rationalisation of relationships, where a diverse supply of choices is offered. These choices  are part of dating apps where you can navigate and collect knowledge on the different conditions and characteristics of potential partners. Based on these preconceptions, the digital dater is supposed to make qualified decisions in a precise and individual way. Thus, the digital arena is not a separate part of the social world. Social science studies have ascertained a break in norms related to gender, age and sexuality because of other radical changes in society such as globalisation and political reforms on equality based on feminism. These changes goes even further in the digital era where commercialised digital dating platforms use potentials digital daters’ existential needs for kinship, community and intimacy. In order to keep consumers on these dating platforms, it is not enough to find a partner and creating a relationship. Instead, it is important to keep the activity going on the digital platforms, to increase the number of users and to constantly appeal to both new and older users. Simultaneously, new norms are emerging when it comes to self-presentation and communication on the digital platforms. This is happening in correlation with  digital development and the creators of these platforms.

This project has great relevance as it concerns a widespread and current social phenomenon, namely digital dating, where knowledge is lacking. The project is important both from a theoretical, conceptual, and public health perspective. Dating platforms are a major industry today, and we do not know what consequences it may have for individuals’ well-being, self-image, sexual health and identity. We are also keen to explore the existential and subjective dimensions of these platforms in order to understand how basic human needs and behaviour are developed both within and in relation to the framework of digital technology and social media.