Beyond the formula of love: romantic love as a central element in the construction of the affection Market via apps

Detalhes bibliográficos
Autor(a) principal: Jardim, Maria Chaves
Data de Publicação: 2020
Tipo de documento: Artigo
Idioma: por
Título da fonte: Política & Sociedade (Online)
Texto Completo: https://periodicos.ufsc.br/index.php/politica/article/view/2175-7984.2019v18n43p46
Resumo: The apps have become central tools in contemporary interactions, manufacturing various types of consumption, including consumption of affects. Despite the growth of the love market, via algorithms, I argue that these do not make magic by itself. Based on empirical research with single women aged 35-47, I seek to demonstrate that the romantic love culture supports the apps market. The research featured an ethnography in the Tinder apps, with the completion of an online course that seeks to professionalize flirting and participant observation on a closed Facebook page. The results indicate that the “formula of love”, created by mathematicians and inserted in smartphones, does not exist in a social vacuum; the belief in romantic love and the illusio in marriage as an idea of happiness, help, in dialogue with the self-help market, to sustain the market of virtual affection. Its theoretical inspiration is insights from the economic sociology and concepts of Pierre Bourdieu.
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spelling Beyond the formula of love: romantic love as a central element in the construction of the affection Market via appsPara além da fórmula do amor: amor romântico como elemento central na construção do mercado do afeto via aplicativosThe apps have become central tools in contemporary interactions, manufacturing various types of consumption, including consumption of affects. Despite the growth of the love market, via algorithms, I argue that these do not make magic by itself. Based on empirical research with single women aged 35-47, I seek to demonstrate that the romantic love culture supports the apps market. The research featured an ethnography in the Tinder apps, with the completion of an online course that seeks to professionalize flirting and participant observation on a closed Facebook page. The results indicate that the “formula of love”, created by mathematicians and inserted in smartphones, does not exist in a social vacuum; the belief in romantic love and the illusio in marriage as an idea of happiness, help, in dialogue with the self-help market, to sustain the market of virtual affection. Its theoretical inspiration is insights from the economic sociology and concepts of Pierre Bourdieu.Os aplicativos se tornaram ferramentas centrais nas interações contemporâneas, fabricando diversos tipos de consumo, inclusive o consumo de afetos.  Apesar do inegável crescimento do mercado do amor, sustendo pelos algoritmos, argumento que estes não fazem mágica por si só. Com base em pesquisa empírica com mulheres solteiras ou divorciadas entre 35-47 anos, procuro demonstrar que a cultura do amor romântico sustenta o mercado de aplicativos.  A pesquisa contou com uma etnografia no aplicativo Tinder, com a realização de um curso online que busca pela profissionalização da paquera e observação participante em uma página fechada do Facebook. Os resultados apontam que a “fórmula do amor”, criada pelos matemáticos e inserida nos smartphones, não existe em um vácuo social; a crença no amor romântico e a illusio no casamento como ideário de felicidade, ajudam, em diálogo com o mercado de autoajuda, a sustentar o mercado de afeto virtual. Tem como inspiração teórica insights da sociologia econômica e conceitos de Pierre BourdieuUniversidade Federal de Santa Catarina (UFSC)2020-03-17info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://periodicos.ufsc.br/index.php/politica/article/view/2175-7984.2019v18n43p4610.5007/2175-7984.2019v18n43p46Política & Sociedade; Vol. 18 No. 43 (2019); 46-76Política & Sociedade; Vol. 18 Núm. 43 (2019); 46-76Política & Sociedade; v. 18 n. 43 (2019); 46-762175-79841677-4140reponame:Política & Sociedade (Online)instname:Universidade Federal de Santa Catarina (UFSC)instacron:UFSCporhttps://periodicos.ufsc.br/index.php/politica/article/view/2175-7984.2019v18n43p46/42767Copyright (c) 2020 Política & Sociedadeinfo:eu-repo/semantics/openAccessJardim, Maria Chaves2020-03-17T11:52:26Zoai:periodicos.ufsc.br:article/63241Revistahttp://www.periodicos.ufsc.br/index.php/politicaPUBhttps://periodicos.ufsc.br/index.php/politica/oai||ernesto.seidl@ufsc.br|| ps@cfh.ufsc.br2175-79841677-4140opendoar:2020-03-17T11:52:26Política & Sociedade (Online) - Universidade Federal de Santa Catarina (UFSC)false
dc.title.none.fl_str_mv Beyond the formula of love: romantic love as a central element in the construction of the affection Market via apps
Para além da fórmula do amor: amor romântico como elemento central na construção do mercado do afeto via aplicativos
title Beyond the formula of love: romantic love as a central element in the construction of the affection Market via apps
spellingShingle Beyond the formula of love: romantic love as a central element in the construction of the affection Market via apps
Jardim, Maria Chaves
title_short Beyond the formula of love: romantic love as a central element in the construction of the affection Market via apps
title_full Beyond the formula of love: romantic love as a central element in the construction of the affection Market via apps
title_fullStr Beyond the formula of love: romantic love as a central element in the construction of the affection Market via apps
title_full_unstemmed Beyond the formula of love: romantic love as a central element in the construction of the affection Market via apps
title_sort Beyond the formula of love: romantic love as a central element in the construction of the affection Market via apps
author Jardim, Maria Chaves
author_facet Jardim, Maria Chaves
author_role author
dc.contributor.author.fl_str_mv Jardim, Maria Chaves
description The apps have become central tools in contemporary interactions, manufacturing various types of consumption, including consumption of affects. Despite the growth of the love market, via algorithms, I argue that these do not make magic by itself. Based on empirical research with single women aged 35-47, I seek to demonstrate that the romantic love culture supports the apps market. The research featured an ethnography in the Tinder apps, with the completion of an online course that seeks to professionalize flirting and participant observation on a closed Facebook page. The results indicate that the “formula of love”, created by mathematicians and inserted in smartphones, does not exist in a social vacuum; the belief in romantic love and the illusio in marriage as an idea of happiness, help, in dialogue with the self-help market, to sustain the market of virtual affection. Its theoretical inspiration is insights from the economic sociology and concepts of Pierre Bourdieu.
publishDate 2020
dc.date.none.fl_str_mv 2020-03-17
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.ufsc.br/index.php/politica/article/view/2175-7984.2019v18n43p46
10.5007/2175-7984.2019v18n43p46
url https://periodicos.ufsc.br/index.php/politica/article/view/2175-7984.2019v18n43p46
identifier_str_mv 10.5007/2175-7984.2019v18n43p46
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.ufsc.br/index.php/politica/article/view/2175-7984.2019v18n43p46/42767
dc.rights.driver.fl_str_mv Copyright (c) 2020 Política & Sociedade
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2020 Política & Sociedade
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Federal de Santa Catarina (UFSC)
publisher.none.fl_str_mv Universidade Federal de Santa Catarina (UFSC)
dc.source.none.fl_str_mv Política & Sociedade; Vol. 18 No. 43 (2019); 46-76
Política & Sociedade; Vol. 18 Núm. 43 (2019); 46-76
Política & Sociedade; v. 18 n. 43 (2019); 46-76
2175-7984
1677-4140
reponame:Política & Sociedade (Online)
instname:Universidade Federal de Santa Catarina (UFSC)
instacron:UFSC
instname_str Universidade Federal de Santa Catarina (UFSC)
instacron_str UFSC
institution UFSC
reponame_str Política & Sociedade (Online)
collection Política & Sociedade (Online)
repository.name.fl_str_mv Política & Sociedade (Online) - Universidade Federal de Santa Catarina (UFSC)
repository.mail.fl_str_mv ||ernesto.seidl@ufsc.br|| ps@cfh.ufsc.br
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