The Audience Takes To The Stage

Tinder’s life source is its audience. Without its active prosumerism and participatory culture, it would cease to exist. Participatory Culture is defined, “where members feel some degree of social connection with one another” (Jenkins, 2006). The audience feel apart of a larger community as well as deep connections to other users they interact with. “In terms of personal development, identity, expression and their social consequences– participation, social capital, civic culture- these are the activities that serve to network today’s younger generation” (Jenkins, 2006)

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Relationships are formed with Tinder and through Tinder. The user exerts a sense of hope and faith within Tinder, they are optimistic, excited and Tinder delivers. The user then creates an interaction with another user, heightening their experience and creating a dependency/sense of community with the app for social reassurance, “We have become a culture of people that are almost completely dependant on technology. The technologies that started out as aides to our existence have become vital to our everyday lives” (Digital Trends Staff, 2003). 


Tinder was designed a dating app, with Co-Founder, Sean Rad, describing it as a “digital extension of our instinct to connect on a deeper level with one another” (Shandrow, 2014).  However, audiences share the ideology of using it for casual hook ups. Tinder “opens up chances to meet guys that you wouldn’t have had the chance to otherwise” (Declamatory, 2014). The target audience is for young adults who are mature enough to make sensible decisions, however, you only have to be 13 years old to register for the app (Tinder Terms of Use, 2013). Users interpret Tinder differently than anticipated and has been dubbed nothing more than a ‘shallow hook up app.’ “People don’t think of [Tinder] as online dating, they think of it as a game,” (Sandrow, 2014), never the less, did not alter the success of the app, due to audience engagement.

The success, ideologies and distribution of any technology is up to you, the audience, because without us, they would cease to exist.


Henry Jenkins, Confronting the Challenges of Participatory Culture:Media Education for the 21st Century Part 1,, 20/10/06, accessed 3/02/14

Declamatory, Reddit,, March 2014, accessed 1/04/14

Kim Lachance Shandrow,, 17/03/14, accessed 2/04/14

Tinder, Terms of Use,, last updated 26/03/14, accessed 2/04/14

Digital Trends Staff, “Dependency on Technology,”, written 2003, accessed 2/04/14

Be My Tinderella?

Swipe left, swipe right, swipe left, swipe right… Congratulations! You have 1 new match! 

Tinder Time
Property of Adelaide Haynes

Ever wanted the social life of being at a bar and flirting with countless attractive people from the comfort of your own bedroom?Well now you can with Tinder. Tinder is a dating app which uses your Facebook account and GPS location to search for others within proximity to you. On your profile you have; up to six photos (only your best ones), a small section to write something witty (if anyone asks, we met in a bar),  your age and Likes from Facebook. Once you’ve done that, you’re ready to go!

Wouldn't That Be Nice? Sourced from
Wouldn’t That Be Nice?
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When you ‘play,’ you are presented with pictures of people in your surrounding area and you can either swipe left if you’re not interested, or right if you think they’re attractive. If someone likes you back, then you are ‘matched’ where you can then privately chat. Just sit back, relax and watch all the strange, boring, generic, quirky and cute messages flood in.

Although Tinder was created late 2012 by at the University of Southern California the  craze  captured audiences on a global level during 2013. With CEO, Sean Rad, not disclosing the amount of registered users, he has announced that Tinder has generated over 1billion matches worldwide (Ha, 14/03/14). There is approximately 10-20 thousand daily downloads and 60% of users checking it daily. With a unique approach to online dating, redefining our thoughts on casual sex and relationships(Bosker, 04/09/13). 

Social media apps, like Tinder are addictive, because of the rush of dopamine that is chemically released from your brain when you receive a like, comment or new notification (Weinschenk 11/09/12), thus fuelling the Tinder flame which has dominated the world. However, we’re constantly looking for a new craze, raising the question of how long Tinders success can last? The newest development is verified celebrity accounts, giving us mortals the opportunity to be matched celebrities within a 159km radius (Kleinman, 12/03/14). Tinder doesn’t really allow for much more development because of its simplicity and basic functioning, and eventually the craze will die, only to be replaced with something else for us prosumers to dive at.

Tinder has revolutionised the way in which we engage with others in a sexual/romantic way, allowing people to meet new and exciting, maybe a little creepy, people, boosts self confidence among users and allows people to fulfil certain needs and desires. Until the almost guaranteed extinguish of the Tinder Flame, keep on swiping.


 – Ha, Tech Crunch, 14/03/14, accessed 15/03/14,

 – Bosker, The Huffington Post, “Why Tinder Has Us Addicted, 04/09/13, accessed 13/03/14,

– Weinshenk, Ph.D in Brain Wise, Psychology Today,  11/09/12, accessed 14/03/14,

 – Kleinman, The Huffington Post, 12/03/14, accessed 15/03/14,

 – Prosumers – “a consumer who becomes involved with designing or customizing products for their own needs” =define+prosumer&oq=define+prosumer&aqs=chrome..69i57j0l5.1950j0j4&sourceid=chrome&espv=210&es_sm=93&ie=UTF-8

– Julia Naughton, Tinder Takeover, Cosmopolitan,,  written 21/10/13, accessed 14/03/14

– Caroline Kent, Tinder Review : a woman’s perspective, The Telegraph, accessed 20/04/14