Boys at their Best - Cultural Values and Self-Presentation on Social Networks

Abstract

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