Although Tinder is a platform facilitating casual dating, some of the app’s nearly 50 million users around the world are employing it for multilevel marketing, political campaigning, and promoting local gigs, a new study says.
The study, published in the journal The Information Society, found that Tinder’s off-label use — a term borrowed from pharmacology describing when people use a product for something other than what the package says — appropriates its infrastructure, and sociocultural meanings.
“When people encounter a new technology, whether it’s a hammer or a computer, they use it in ways that fit their needs and lifestyle,” said study co-author Stefanie Duguay from Concordia University.
“However, once you buy a hammer, it doesn’t undergo regular updates or develop new features — apps do. They come with their own marketing, vision for use and sets of features, which they regularly update and often change in response to user activity,” Duguay explained.
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