Exploring The Impact of Social Dating Applications on Relationships During the Covid-19 Pandemic Among Young Adults
2.2. Theoretical Background Uses and Gratification Theory
2.2.1 Conceptual Framework
59 Figure 1: Conceptual framework of the study
In this study, the researchers adopt the Uses and Gratifications theory which the model has been applied to these forms of new media and examine intentions for using social dating applications.
Figure 1 shows the study's conceptual framework, which aims to explore the impact of social dating applications through the intentions specifically on relationships during the Covid-19 pandemic. As mentioned, the basic assumptions from previous studies stating that the intentions and motives of individuals engaging in social dating sites range from affective needs in the emotional experiences and pleasures; personal identity in building self-confidence and the need for self-validation; and integration and social interaction in affiliated relations and friendship.
Therefore, the researchers focus on relationships where affective needs and social interaction are gratified in this study.
Affective Needs
60 A huge outpouring of users of social dating applications has led to a sudden surge in online dating usage during Covid-19, indicating that the pandemic opens an engagement for individuals to remain connected with the ease of being at home. However, the constant flux at this pandemic faced by individuals wherein the need for safety, need for belongingness and need for esteem is threatened, questioning the changes of relationship motives of individuals to seek solace in an online environment (Nabity-Grover et al., 2020). To overcome the need for emotional safety, individuals tend to seek emotional bonds where dating experiences serve as a pleasure in satisfying the specific need (Joshi et al., 2020). The pandemic imposes a sense of loss in interpersonal forums decreasing quality of life where individual’s needs are not fulfilled (Pietromonaco & Overall, 2020). In the research, Joshi et al. (2020) claimed that the perceived loneliness during the lockdown in the pandemic has further led to a craving for affection online where the intentional behaviour changes due to social deprivation as the basic needs are threatened. Therefore, the affective needs in this study point out the individual’s deprived of social contact and subjected to perceived loneliness due to global social isolation.
Social Interaction
In light of the nationwide lockdown, most individuals have experienced the removal of positive reinforcement from the immediate environment, urging the individuals to look for someone to share their emotional well-being with. Odekerken-Schröder et al. (2020) pointed out that the
61 pandemic has indeed made individuals feel alienated without emotional support, leading to a surge in using social dating applications to address social loneliness. The search for committed relationships in increasing social dating application use is also justified in other studies regarding the dating application experience and user’s intention to commit infidelity (Alexopoulos et al., 2020). Meanwhile, the pandemic also has a wide range of limitations where most people are not pleased with their connections every day during the lockdown (Kar, 2020). Hence, the pandemic rectifies the online dating framework, enhancing the urgent needs for individuals to fulfil their emotional needs and be connected in commitment (Joshi et al., 2020). The study explores the social interaction needs in building fulfilment, investment and commitment in relationships during this pandemic.
Social Exchange Theory
During the process of fulfilling the needs, the formation of relationships occurs where individuals reflect on their expectations from prior motives and observation throughout online dating. Stoll (2017) stated that a social exchange framework can be used as a theoretical approach when the individuals’ social or psychological perspectives are addressed in the communication exchanges between parties. Hence, Social Exchange Theory exists when there is a material (economic) or symbolic (attention, validation, advice) exchange of resources between individuals in the use of concepts followed by costs and rewards (Sprecher, 1998). As the theory emphasises on the
62 research of close relationships where the subjective perspective such as actions and validation seeking from another party, it includes different factors that guide the interpersonal relationship in forming (Cook & Rice, 2006). In the review of Social Exchange theory, the practicality of communication in social exchange lies within the assumption when one’s emotional situation is being recognised, and thus their needs are responded (Lawler & Thye, 1999; Molm et al., 1999).
Hence, the implication of social exchange in this context is that individuals communicate their wants and needs through social dating applications as part of interaction in relationships.
Different types of relationships that vary from friendship, affiliated relations, partner relationships, and even sexual relationships may be formed in terms of affective needs and social interaction. Likewise, the social exchange process results differently according to different subjective cost-benefit expectations (Tio et al., 2018). As costs in the term refer as “any factor that operates to inhibit or deter the performance of a sequence of behaviour.”, it implies that costs exist when there is a negative or conflicting impact from an action (Thibaut & Kelley, 1959). In the context of online dating, the concept of costs refers to insecurities, lack of freedom and others when developing a potential relationship (Adam & Sizemore, 2013). However, the degree of satisfaction in resulting rewards and costs are likely to differ in every individual. In the research, Whitty (2008) argued that the theory explains why individuals often go into social dating applications with a “shopping list” kind of mindset to seek for other parties who fulfil their ideal positive qualities in hopes that the relationship could be rewarding more. The interpersonal qualities that are attracted to individuals are often viewed as the potential benefits of what they think they deserve by engaging in a relationship (Shtatfeld & Barak, 2009). The assumption was further discussed in the research that individuals are attracted to those who can impart
63 reinforcement and grant them benefits or rewards of various kinds (such as appearance, financial stability, education level, and health). In searching for the possible qualities of romantic attraction on social dating applications, the study attempts to explore the factors involved in forming a relationship during the Covid-19 pandemic.
CHAPTER THREE
METHODOLOGY