e-Dating

Tinder. Grinder. Match.com. Dating websites opened up a new etiquette for communication. Within seconds the user can say yes, no, attractive, or not on my level when looking at other user's profiles. These platforms commodified relationships by breaking sexual chemistry down to its most basic level: pure attraction. Let's be honest. The majority of people using these dating platforms are only thinking short term. No one wants to sit down at the family table during Thanksgiving and say, "Oh we met on Tinder. Yeah, I was just swiping through one night and thought to myself 'Yes, this shirtless selfie is a winner. True husband material.'" 

The evolution of dating culture led to changes in attitudes, a greater amount of communication (measured in the number of messages and not the depth of the subject matter), and new vocabulary. The following is a vocabulary lesson for two words used prevalently in today’s modern lexicon (as I understand them).

Ghosting is when a person who has been regularly exchanging messages with another person suddenly cuts all forms of communication. Extreme versions include changing one’s phone number, but typically the one who “ghosts” refuses to respond to texts, calls, or emails without notice or giving a reason for their actions. 

Cushions are relationships that a person keeps on the side in case his or her main relationship falls through. Needing a cushion could stem from the need to appear to be bouncing back from the relationship quicker than the significant other. Another reason for securing a cushion would be the desire to always be looking for something better or the next best thing. The user wants to ensure that they have the best available option on the market.
These platforms have become known as "hookup" apps. However, that doesn't stop certain companies from creating false profiles to advertise their products. Some profiles feature the picture of a famous celebrity and in the bio include a promotion for a product or service. How useful is this method of disruptive advertising? Although I do not have studies to back up my claim, I would say the method do not further a brand's message at all. If anything these false profiles make the brand seem as desperate as people perceive the other users of the app to be.