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Despite the popularity, or because of, there also remained critics, who often worried about the morality of such ads (Cocks, 2009).
It is said homosexual men and women used code words to place personal advertisements looking for likeminded people, but also for unhappily married people for whom divorce was impossible, the personal ads were a much desired way out, and of course, much like in online dating nowadays, there were people who posed as someone else, in an attempt to scam or rob people, or use them in other ways.
If you disagreed with your parents’ choice, or if your parents were unable to find you a partner, you would have to either accept your fate, or find different ways to look for someone.
The rise of newspapers created a solution for this problem, with their personal advertisements section, the analogue version of dating websites.
With the introduction of smartphones and their applications (apps) online dating became even easier, and more importantly, more socially accepted.
A research from 2015 by the BBC showed that the dating app Tinder was the 10th most popular lifestyle app in Canada that year and the 15th most popular one in the US.
As stated before dating websites are basically the modern variant of personal ads.
It seems that dating apps try to come up with more and more unique subgroups to supply to everybody’s demands.
The niche dating apps illustrate Appadurai’s (1996) theory regarding the local effects of globalization: they make a global phenomenon like online dating more local by focusing on one specific (sub)culture or community.
Tinder started in September 2012 as the first dating app featuring the swipe mechanism.
Tinder uses your geographical position to find other singles in your neighbourhood and shows you their profiles which consist of a picture, a name, age and distance.