In Sweden, known for its cultural values of individualism, egalitarianism, and reserved

nature, digital dating has become a complex social practice. This thesis explores how

Swedish millennials navigate dating apps not merely as users of technology, but as

cultural participants negotiating identity, intimacy, and social expectations. Grounded in

Symbolic Interactionism (SI) and the Media Practice Model (MPM), this study examines

the nuanced interplay between digital formats, cultural values, and romantic self-presentation. By combining qualitative interviews, survey data, and digital platform

analysis, the research investigates how individuals interpret meaning through digital cues

and engage in identity work shaped by pre-established cultural norms. The findings reveal

some tensions between traditional Swedish norms and contemporary romantic desires.

While participants often emphasized autonomy and understated emotional expression,

many also articulated a longing for deeper connection, emotional clarity, and traditional

romantic gestures, aspects not always easily supported by the affordances of dating apps.

These contradictions suggest that digital intimacy in Sweden is not shaped by technology

alone but emerges through ongoing negotiations between users, cultural scripts, and

platform design. This study contributes to a broader understanding of digital romance as

a culturally embedded practice. It challenges the assumption that dating apps are neutral

tools and instead positions them as social spaces where identity, norms, and desires are

actively negotiated. As dating apps continue to shape global and local romantic

landscapes, further research into how cultural values influence digital intimacy remains

crucial.