Melody Mechanic

USES AND GRATIFICATION THEORY IN ONLINE DATING

Explains how people use media for their need and gratification. People actively seek certain media to satisfy a

goal or need.

Answers the questions:

Why do people use media and what do they use them for?

4 main goals:

Information/cognitive needs

Self-Esteem/Personal Integration needs

Belonging/Social Integration needs

Entertainment/Tension free needs

USES AND GRATIFICATION THEORY

A theory proposing human motivation.

Humans have a certain number of needs

and they are arranged in a hierarchy,

starting from most basic needs. • Self-

Actualization

Esteem

Love/Belonging

Safety

Physiological

MASLOW’S HIERARCHY OF NEEDS

EquestrianCupid.com

We’re more likely to be influenced by people we like.

We like people who are similar to us. Similarity can be in the area of opinions, personality traits, background, or life-

style. (Cialdini, pg. 164)

Physical Attractiveness plays a role in liking people. We tend to think those who are physically appealing are

talented, kind, honest, and intelligent

CIALDINI’S LIKING PRINCIPLE

MATCH.COM

BEAUTIFULPEOPLE.COM

Accepted into BeautifulPeople.com = HIGH SELF ESTEEM

Rejected into BeautifulPeople.com = LOW SELF ESTEEM

ESTEEM

In 2010, 5000 people were kicked off of BeautifulPeople.com for gaining weight.Shrek virus - 30,000 were mistakenly let in.Provided help hotline for rejected people.

“A Strict ban on ugly people”

“Letting fatties roam the site is a direct threat to our business model”“It’s a gated community for the aesthetically blessed”

More than 6 million apply, but 1 in 8 are accepted

Users14.9% US11.6% Russia10.4% France5.7% UK5.3% Ireland

Women tend to lieAbout weight andage online

Men lie about height,Status, and salary

“The Professional networking option included in the “Business Area” allows you to explore new

business and employment opportunities. BeautifulPeople.com is also frequented by some of the world’s leading model scouts, talent agencies

and production companies looking to recruit talent.”

INFORMATIONAL

“As a member of BeautifulPeople, you will have access to the most attractive people locally and from around the

globe. You will also be able to frequent events and parties hosted by fellow members and BeautifulPeople.com,

BeautifulPeople members have access to some of the most coveted guest lists from the hottest clubs locally and

around the world. You can also post your own events and invite friends and attractive members you’d like to meet.”

SOCIAL

Don’t look like your profile picture?

Beautiful Police patrolling the area!

“Over 700 couples have been married through unions found on BeautifulPeople.com. Thousands of people are in

committed relationships and many have gone on to start beauitful families. Everyone on the site is attractive, so

there is a lot of chemistry between members as seen at the regular events and parties hosted through

BeautifulPeople.com

BELONGING/LOVE

Jonathan and Dora met on BeautifulPeople.com and are now Married!

“BeautifulPeople has also become a playground for the aesthetically blessed for those who seek adventure,

chemistry and if partial, a less serious approach to dating!”

ENTERTAINMENT

WANT A BABY?

“Initially, we hesitated to widen the offering to non-beautiful people, but everyone- including ugly people – would like to bring good looking children into the world, and we can’t be selfish with our attractive gene pool.”