<h1>Abstract</h1><p> </p><p><strong>Author: </strong>Kristin Näs<strong></strong></p><p><strong>Title: </strong>The technology society’s love letters – a qualitative analysis of communication through internet dating.</p><p><strong>Level: </strong>BA Thesis in Communication</p><p><strong>Location:</strong> University of Kalmar</p><p><strong>Language:</strong> Swedish</p><p><strong>Number of pages:</strong> 53</p><p> </p><p><strong>Keywords: </strong>communication, dating, web dating, gendering talk, interaction, flirting, the internet, contact, communities.</p><p><strong>Summary: </strong>A qualitative study on the subject of internet dating and how people using internet dating chooses to present them self and how they choose to communicate with others to create contact<strong>.</strong> Internet dating is a phenomenon that is continually growing. 2 million people in Sweden are singles today and more than half of them have tried internet dating at least once. The purpose of this study was to research the way people choose to present them self and how the communication on an internet dating site is used. My question I wanted to answer with this study was – How do people present themselves best on a virtual meeting place for singles?</p><p>I choose methods hermeneutic and a qualitative analysis because I wanted to study the members of an internet dating site and how they communicated and presented themselves by profiles and mail. I also choose to do four interviews to get a deeper insight in the subject of internet dating.</p><p>I choose theories like Thompson’s three interactions perspectives and Robert Hoppers differences between women and men speech and use of language. These theories would show me how people interact on the internet in a situation where they are looking for a love partner and it will also show me how gender takes part in that type of world.</p><p>I was able to get lot of text materials and with my interview my analysis showed me that people turn to internet dating because it seems to be harder to get a real contact in real life. People appreciate the easy access of the dating sites and the possibility to put themself out there for others to contact. What communication that is the best to establish a contact is talking about common interests or something from the other person’s profile. Also topics like occupation and event coming up is successful. When it comes to gender and differences between them or how power takes place it doesn’t show. It seems very equal and no one has the upper hand. The men however seems to be fighting for the women’s attention but the statistics say that the members on a dating site are equal between the sexes. The way preferred to present themselves seems to be by presenting occupation and interests. Some even present what qualities they are looking for in a partner and this also says something about the person. </p><p>At the end of the study the analysis is presented and the answer to my question. There are also suggestions to future studies presented and with a subject like internet dating there are no limits, only your imagination can stop you!<strong></strong></p>

Abstract   Author: Kristin Näs Title: The technology society’s love letters – a qualitative analysis of communication through internet dating. Level: BA Thesis in Communication Location: University of Kalmar Language: Swedish Number of pages: 53   Keywords: communication, dating, web dating, gendering talk, interaction, flirting, the internet, contact, communities. Summary: A qualitative study on the subject of internet dating and how people using internet dating chooses to present them self and how they choose to communicate with others to create contact. Internet dating is a phenomenon that is continually growing. 2 million people in Sweden are singles today and more than half of them have tried internet dating at least once. The purpose of this study was to research the way people choose to present them self and how the communication on an internet dating site is used. My question I wanted to answer with this study was – How do people present themselves best on a virtual meeting place for singles? I choose methods hermeneutic and a qualitative analysis because I wanted to study the members of an internet dating site and how they communicated and presented themselves by profiles and mail. I also choose to do four interviews to get a deeper insight in the subject of internet dating. I choose theories like Thompson’s three interactions perspectives and Robert Hoppers differences between women and men speech and use of language. These theories would show me how people interact on the internet in a situation where they are looking for a love partner and it will also show me how gender takes part in that type of world. I was able to get lot of text materials and with my interview my analysis showed me that people turn to internet dating because it seems to be harder to get a real contact in real life. People appreciate the easy access of the dating sites and the possibility to put themself out there for others to contact. What communication that is the best to establish a contact is talking about common interests or something from the other person’s profile. Also topics like occupation and event coming up is successful. When it comes to gender and differences between them or how power takes place it doesn’t show. It seems very equal and no one has the upper hand. The men however seems to be fighting for the women’s attention but the statistics say that the members on a dating site are equal between the sexes. The way preferred to present themselves seems to be by presenting occupation and interests. Some even present what qualities they are looking for in a partner and this also says something about the person.  At the end of the study the analysis is presented and the answer to my question. There are also suggestions to future studies presented and with a subject like internet dating there are no limits, only your imagination can stop you!

Smarttelefoner med applikationer har öppnat upp för nya kommunikationsmöjligheter. Denna studie undersöker den kontaktskapande applikationen Tinder, utifrån användarnas upplevelse av applikationen. Tinder är en positionsbaserad kontaktskapande realtidsapplikation som har flera miljoner användare världen över. Varje användare måste koppla upp sin profil mot Facebook, varifrån profilbilder, namn, ålder och gemensamma vänner hämtas. I studien undersöktes hur unga vuxna i åldern 18-30år, bosatta i Stockholm förhåller sig till hur Tinders funktioner och gränssnitt bidragit till applikationens genomslag. Studien baseras på Normans sex designprinciper, enkätsvar från 120 personer samt intervjuer med användare inom målgruppen. Resultatet visade att anledningen till Tinders framgång är en kombination av tre faktorer. Den första är att applikationen förhåller sig till Normans designprinciper. Den andra är att det skapas en trygghetskänsla hos användarna genom att i Tinders fall koppla varje användare till dennes Facebook-konto, samt att marknadsföra applikationen på rätt sätt. Tinder lyckades med det sistnämnda genom att marknadsföra och utforma applikationen som en kontaktskapande applikation snarare än en dejtingapplikation, vilket lockar en något annorlunda målgrupp. / Smartphones with applications have created new communication opportunities. This study explores the application Tinder by examining the user experience. Tinder is a location-based application which has millions of users worldwide. Each user has to connect their profile to Facebook, from which Tinder gets the users' profile pictures, names, age and mutual friends. In the thesis, we examine how young adults of age 18 to 30, living in Stockholm, relate to how Tinder's functions and interface have contributed to the success of the application. The study is based on the six design principles created by Norman, a survey with 120 respondants that has used the application and interviews. The results show that the reason for Tinder's success is a combination of three factors. The first is that the application relates to Norman's six design principles. The second reason is that a sense of security created for the users of the profile's connection to Facebook. The third is that Tinder has been marketing their application not as a datingapplication, but as a way for people to meet others, which attracts a slightly different target group.

Denna studie kommer presentera resultatet av en kvantitativ undersökning där syftet var att se om Tinderanvändning påverkar individers självkänsla och om påverkan är beroende av genus. Datainsamlingen genomfördes med en online-enkät över Facebook där 102 respondenter deltog (K = 55 och M = 47). Användares uppskattade tid på Tinder var huvudvariabeln inom Tinderanvändning i denna studie och forskarna konstruerade egna frågor för att kontrollera tidsfrekvensen. För att kontrollera bakomliggande faktorer inom Tinderanvändning konstruerade forskarna egna frågor för att undersöka profilnöjdhet, Tindernöjdhet, glädje efter Tinder, högersvep och matchningar. Självkänsla mättes genom Rosenberg självkänsloformulär. Utifrån Festingers teori om social jämförelse konstruerades tre frågor om social jämförelse på Tinder. Resultatet visade att hypotes 1 Tinderanvändning har en negativ påverkan på mäns självkänsla och 2 Tinderanvändning har en positiv påverkan på kvinnors självkänsla inte stämmer, studien kunde inte bekräfta att huvudvariabeln tidsfrekvens har en påverkan på män och kvinnors självkänsla. Studien kunde fastställa att variabeln profilnöjdhet har en signifikant positiv påverkan på män och kvinnors självkänsla och det upptäcktes en könsskillnad där män påverkas starkare av profilnöjdheten. / This study will present the results of a quantitative survey where the aim was to see if Tinder use affects individuals' self-esteem and if the effect is dependent on gender. The data collection was carried out with an online survey via Facebook in which 102 respondents participated (F = 55 and M = 47). The user's estimated time on Tinder was the main variable of Tinder use in this study and the researchers constructed their own questions to control for time frequency. To control for underlying factors in Tinder use, the researchers constructed their own questions to examine profile satisfaction, Tinder satisfaction, happiness after Tinder, right swipes, and matches. Self-esteem was measured by the Rosenberg self-esteem scale. Based on Festinger's theory of social comparison, three questions about social comparison on Tinder were constructed. The result showed that hypotheses 1 Tinder use has a negative effect on men's self-esteem and 2 Tinder use has a positive effect on women's self-esteem are not true, the study could not confirm that the main variable time frequency has an impact on men's and women's self-esteem. The study was able to determine that the profile satisfaction variable has a significant positive impact on men's and women's self-esteem and a gender difference was discovered where men are more strongly affected by profile satisfaction.

The digital era has significantly transformed many aspects of society, including prostitution, with the internet emerging as a central platform for the trade of sexual services. This shift has introduced new challenges for social workers tasked with supporting women involved in online prostitution. This study investigates social workers' approaches to identifying and assisting these women, highlighting the difficulties encountered in this context. Through focus groups discussions, the research reveals that while social workers aim to provide effective support, their methods are often shaped by preconceived notions and a lack of comprehensive understanding of online prostitution. Additionally, the study examines how social workers' approaches are influenced by their perceptions and connections to social constructionist theory and sexual script theory. The findings indicate that traditional approaches may be insufficient to address the complexities associated with online prostitution, underscoring the need for specialized professional development. The study emphasizes the importance of nuanced and empathetic strategies to better cater to the unique experiences and needs of women involved in online prostitution.

Denna studie ämnar belysa de två företagen Match och Victoria Milans TV-reklamfilmer. Det primära syftet är att undersöka vilka retoriska grepp Match och Victoria Milan använder sig av i reklamfilmerna för att värva nya betalande medlemmar till webbplatserna. Genom retorisk analys granskas respektive reklamfilm. De retoriska teorier som används är ethos, pathos, logos -triaden och de semiotiska aspekterna denotation och konnotation. I mitt arbete analyserar jag även videoproduktionstekniken för att belysa kameravinklar. Med hermeneutik som vetenskaplig ansats tolkas reklamfilmerna med hjälp av den hermeneutiska cirkeln som tillvägagångssätt. Det sekundära syftet med detta arbete är att jämföra likheter och skillnader mellan reklamfilmerna. De frågor jag ställer är 1) vilka likheter och skillnader finns i reklamfilmerna och 2) hur skiljer sig könsmönstret åt mellan reklamfilmerna. För att synligöra de strukturer som finns kommer jag att använda mig av strukturalistisk teori. Victoria Milan har fram till idag enbart producerat en reklamfilm som analyseras. Match har däremot producerat flera reklamfilmer och jag har därför valt att granska den senaste av dessa reklamfilmer. Analysen visar att båda reklamfilmernas styrka och persuasiva effekt ligger i att de förenar rationella och emotionella apeller – att den tänkta mottagaren både känner igen sig i reklamfilmerna och att de innehåller argument. Reklamfilmerna vilar på strukturalistiska binära motsatspar som ligger till grund för hur mannen och kvinnans roll i reklamfilmerna framställs/upplevs olika. I Matchs reklamfilm är det mannen som styr. I Victoria Milans reklamfilm är det kvinnan som är aktiv. En slutsats som dras är att två undermedvetna frågor väcks hos mottagaren, ”det kan bli verklighet” (Match) och ”det kan bli bättre” (Victoria Milan). Genom denna emotionella påverkan ingjuts hopp i det undermedvetna hos de tänkta målgrupperna. Hoppet mottagaren känner är ett starkt retoriskt grepp som båda företagen använder sig av. Att hitta en ursäkt till ett dåligt beteende blir dock Victoria Milans främsta retoriska grepp. Nyckelord: ethos, pathos,logos- triaden, visuell retorik, TV-reklamfilm, hermeneutik, binärt motsatsförhållande, dejting, internet, Barthes, Lévi-Strauss / This study aims to highlight the two firms Match and Victoria Milan's television commercials. The primary purpose is to explore the rhetorical strategies Match and Victoria Milan use in the commercials to attract new paying members to the sites. Each advertisement is examined through rhetorical analysis. The rhetorical theories used are the triad of ethos, pathos, logos and the semiotic aspects of denotation and connotation. In my work I also analyze video production technology to illuminate the camera angles. With hermeneutics as a scientific approach I will interpret the commercials by using the hermeneutic circle approach.The secondary objective of this work is to compare the similarities and differences between the commercials. The questions I ask are 1) the similarities and differences in the commercials and 2) how different gender patterns differ between the commercials. To visualize the structures that exist, I will use structuralist theory. Victoria Milan has until today only produced one television commercial that is analyzed. Match, however, produced several commercials and I have therefore chosen to examine the most recent of these commercials. The analysis shows that both advertising films strength and persuasive power lies in that they combine the rational and emotional Apelles – the intended recipient both recognize themselves in the commercials and that the commercials contain arguments. The Promotional Films are based on structuralist binary opposites that form the basis of how man and woman's role in advertising films are produced / perceived differently. In the Match commercial the man is in control. In the Victoria Milan commercial the woman is the one who is active. One conclusion is that two sub-conscious issues are raised by the recipient, "it can become areality" (Match), and "it could be better" (Victoria Milan). This emotional influence instilles hope in the subconscious of the intended target groups. The hope they feel is a strong rhetorical approach that both companies use. Finding an excuse for bad behavior, however, is Victoria Milan's main rhetorical strategy. Keywords: triad of ethos, pathos, logos, visual rhetoric, television commercials, binary opposition, dating, internet, Barthes, Lévi-Strauss

Tidigare forskning visar att det finns en koppling mellan musiksmak och social attraktion mellan människor, eftersom delad musiksmak ofta innebär delade personliga värderingar, och delade personliga värderingar kan innebära större chans för social attraktion. Målet med undersökningen har varit att ta reda på om musiksmak har någon korrelation med personliga värderingar, och vilka algoritmer som i så fall skulle kunna användas för att beräkna korrelationen. En modell ställs upp för en teoretisk perfekt matchningsalgoritm mot vilken de undersökta algoritmerna testas och jämförs praktiskt. Studien, som är uppdelad i tre delar, undersöker algoritmerna närmare med hjälp av testdata i formen av datorgenererade värden i den första och andra delen. Den första delen använder data i formen av heltal (antalet förekomster av musikpreferens) och den andra använder data i formen av binära tal (förekomst eller ej av musikpreferens). Den tredje delen använder sig av användardata, från 13 deltagare, från Spotify samt från en enkät om personliga värderingar. Resultaten visar ingen uppenbar korrelation mellan personliga värderingar och musiksmak, vilket troligtvis beror på datamängderna; det kan vara så att det krävs mer detaljerad och strukturerad användardata än den som inhämtats och använts i denna undersökning för att få tydliga resultat. / Earlier research shows that there is a connection between music taste and social attraction between people, because shared music taste usually means shared personal values, and shared personal values could mean greater chance for social attraction. The goal with the project has been to find out if music taste is correlated with personal values, and what algorithms can be used to calculate that correlation. A model is defined for a perfect matching-algorithm against which the studied algorithms are tested and compared practically. The study, which is divided into three parts, investigates the algorithms closer using test data in the form of computer-generated values in the first and second part. The first part uses data in the form of integers (the number of occurences of a music preference) and the second part uses data in the form of binary numbers (occurence or not of a music preference). The third part uses real user data, from 13 participants, from Spotify and from a survey regarding personal values. The results show no apparent correlation between personal values and music taste, the cause of which is most likely the data; it could be that it takes more detailed and structured user data than the one used in this study to get clear results.

Single activities have long been places where single people can come to meet friends, build community or look for partners. The activities have relevance for studies of heterosexuality, intimacy, personal life and space. This dissertation discusses a conference, a cruise, an online site and an association for heterosexual singles in contemporary Sweden. It shows how these activities, analysed as organising people and spaces, offer participants different versions of intimacy, relationships, personal life and ultimately singledom itself.  The concept non-relationality is coined to describe how people understand and enact what it means to lack a certain kind of relationship. Multi-sited ethnographic observations are combined with interviews and a survey (n=416). The chosen methods allow insight into both the heterogeneous character of the contemporary single activity scene, as well as existing tendencies to form communities. The group whose single activities are examined is deemed fairly typical of the single population at large. Nevertheless, most conclusions centre on the specific set of activities described in the book and relate them to historical examples and theory. The single activities examined can be interpreted to enact different practices entailed in a relationship without necessarily demanding commitment to a whole relationship or a specific person. In that way, the activities accommodate the inflexible personal lives that some singles report having. This challenges strict boundaries between coupledom and singledom. Such transgressive or “hetero-doxical” potential in single activities is nevertheless circumscribed by organisers’ notion that the activities provide therapeutic community in a phase before singles take the step (back) into coupledom.