Especially on social media, people represent their identity with photographs that are meant to communicate something about the person. In this context, unspecialized dating platforms likek Tinder receive special attention, since a very large quantity of photos is conceivable and the goal of success with potential partners suggests the consideration of socio-cultural values.
The article explores the question of which values are communicated through photographs on Tinder and whether Tinder promotes or rather prevents the representation of diversity among heterosexual men. It becomes apparent that the photographs categorised by means of content analysis revolve around three areas of tension: nature, body, and casualness, each of which appears to be associated with certain values, including dominance, authenticity, and coolness. Men present themselves very similarly, there are few sub cultural markers in the pictures, which suggests that they place more emphasis on corresponding to socio-cultural values than on expressing their identity.
Even though it refuses to release user demographics, it reportedly came close to 40 million accounts in following other sources, even above 50 millions [2,3]. It connects people within a particular radius and is based on double opt-in system in which most features are free of charge. Users can upload up to nine pictures that can be swiped through.
Further, a username appears underneath the photograph plus eventually the age the person noted. On a voluntary base, people can also indicate their job, their school or university and the place they live, plus several hobbies out of a list. In addition, users can write a free text about themselves that may include emoticons. However, the focus is clearly on the photographs, so that a considerable part of the profiles does not write any text, nor selects hobbies, or indicates their jobs or schools.
The user thus primarily communicates something about himself with one or a few photos. This work wants to find out which values the user consciously or unconsciously assumes are taken into account and whether Tinder promotes or rather prevents the representation of more diversity.
