ThesisPDF Available

"You have 1 new match!": Making sense of matchmaking affordances and ideal self-identity construction on LinkedIn and Bumble

December 2023

Thesis for: BA Media and Information
Advisor: Dr. Steve Jankowski

Authors:

University of Amsterdam

Since the creation of Web 2.0, the main mission and vision of nearly all notable social networking sites (SNS) and local-based real-time dating (LBRTD) applications have been to facilitate connections between individuals in the digital realm. Prior to the advent of online platforms, the majority of connections were established in person, providing a sense of physical locations and communities via the interconnections of individuals. In light of the social discourses surrounding the utilisation of LinkedIn as an extension of a dating application on different forums and the means by which online daters search for potential partners' professional profiles, this study aims to determine the ways in which LinkedIn and Bumble resonate with one another to maximise the number of connections formed on each platform. The study will answer the following questions: To what extent do the platform vernaculars of LinkedIn resemble the romantic matchmaking logic of Bumble, and how does this logic reshape contemporary self-presentation of professional and romantic identities? With this in mind, my study will employ the critical discourse analysis along with the interface critiques to examine a total of 30 randomly selected user profiles on LinkedIn and Bumble, as user profiles have become the main mechanism and reference for connecting people together. In this research, I will argue that Bumble's matchmaking algorithm draws upon the sense of self- branding prevalent in neoliberal society, as shown on LinkedIn, in order to optimise the chances of romantic matches among strangers. Simultaneously, LinkedIn's platform vernacular resonates with the matchmaking algorithm of Bumble to seek out ideal professional compatibilities. Both of these platforms significantly transform how relationships are formed in these digital environments. My result suggests that the LinkedIn platform vernacular resembles the matching mechanism of Bumble by utilising the user data to find and recommend prospective employers, colleagues, and employment opportunities. Meanwhile, Bumble takes advantage of the idea of having an idealised self-identity to promote themselves on the online dating marketplace. These approaches emphasise the ultimate objective of improving matching opportunities among strangers in digital environments.

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“You have 1 new match!”:

Making sense of matchmaking affordances and ideal self-identity construction

on LinkedIn and Bumble

Student Name: Anh Thu Bui (Irene)

Student Number: 13535137

Study Program: Media and Information (Bachelor’s Honours Program) – Cultural Information

Studies Track

Email: thubui150501@gmail.com or anh.thu.bui.anh.thu@student.uva.nl

Name of The Supervisor: Dr. Steve Jankowski

Date: December 14th, 2023 (Deadline: December 15th, 2023)

Word count: 14,800 (Excluding Bibliography and Notes)

ABSTRACT

Since the creation of Web 2.0, the main mission and vision of nearly all notable social

networking sites (SNS) and local-based real-time dating (LBRTD) applications have been to

facilitate connections between individuals in the digital realm. Prior to the advent of online

platforms, the majority of connections were established in person, providing a sense of physical

locations and communities via the interconnections of individuals. In light of the social

discourses surrounding the utilisation of LinkedIn as an extension of a dating application on

different forums and the means by which online daters search for potential partners'

professional profiles, this study aims to determine the ways in which LinkedIn and Bumble

resonate with one another to maximise the number of connections formed on each platform.

The study will answer the following questions: To what extent do the platform vernaculars of

LinkedIn resemble the romantic matchmaking logic of Bumble, and how does this logic

reshape contemporary self-presentation of professional and romantic identities? With this in

mind, my study will employ the critical discourse analysis along with the interface critiques to

examine a total of 30 randomly selected user profiles on LinkedIn and Bumble, as user profiles

have become the main mechanism and reference for connecting people together. In this

research, I will argue that Bumble's matchmaking algorithm draws upon the sense of self-

branding prevalent in neoliberal society, as shown on LinkedIn, in order to optimise the

chances of romantic matches among strangers. Simultaneously, LinkedIn's platform vernacular

resonates with the matchmaking algorithm of Bumble to seek out ideal professional

compatibilities. Both of these platforms significantly transform how relationships are formed

in these digital environments. My result suggests that the LinkedIn platform vernacular

resembles the matching mechanism of Bumble by utilising the user data to find and recommend

prospective employers, colleagues, and employment opportunities. Meanwhile, Bumble takes

advantage of the idea of having an idealised self-identity to promote themselves on the online

dating marketplace. These approaches emphasise the ultimate objective of improving matching

opportunities among strangers in digital environments.

Keywords: Bumble, LinkedIn, user profiles, matchmaking mechanism, algorithms, platform

vernacular, affordances, online dating, self-identity, self-presentation, professional, romantic

      

Table of Contents 
INTRODUCTION: LINKEDIN OR ROMANTIC RESUME? ...................................... 4 
THEORETICAL FRAMEWORK: MARKETISING YOURSELF ................................ 8 
1 You Are Your Own Brand and the “Profile Work” .........................................................8 
2 Neoliberalism in The Practices of Self-branding .............................................................12 
3 Platform Vernacular, Algorithms and Affordances Theory in Relation to the 
Matchmaking Mechanism and Digital Self-Presentation ............................................................14 
3.1 LinkedIn Algorithms and Professional Personal Branding ............................................................18 
3.2 Bumble Self-presentation and Romantic Resume..........................................................................20 
METHODOLOGY: A COMBINATION OF CRITICAL DISCOURSE ANALYSIS 
(CDA) AND INTERFACE CRITIQUES ............................................................................... 22 
1 Critical Discourse Analysis (CDA) and Fairclough's Three-Dimensional Model for 
Critical Discourse Analysis .............................................................................................................23 
2 The Application of the Methodologies on the Analysis of LinkedIn and Bumble........27 
3 Ethical Considerations .......................................................................................................29 
FINDING AND ANALYSIS: THE STUDY OF LINKEDIN AND BUMBLE ............ 30 
1 LinkedIn and The Professional Matchmaking Mechanism ...........................................30 
1.1 The Use of Common Terminologies and Formats on LinkedIn ....................................................30 
1.2 Beyond the Digital Resume ...........................................................................................................37 
1.3 LinkedIn’s Social Practices ............................................................................................................40 
2 Bumble – The Romantic Resume ......................................................................................41 
2.1 User Interface and Strategic Personal Branding on Bumble ..........................................................41 
2.2 The Social Practices of Bumble .....................................................................................................46 
3 Bumble and LinkedIn – The Connection and Similarities between Two Platforms ...47 
CONCLUSION................................................................................................................ 50 
ACKNOWLEDGEMENTS ............................................................................................................51 
BIBLIOGRAPHY............................................................................................................ 52 
 
   

1. INTRODUCTION: LINKEDIN OR ROMANTIC RESUME?

The utilisation of a user profile has been widely recognised as a mechanism for digital

matchmaking and online self-representation construction. It contributes to the built-in platform

vernacular and indicates the underlying assumptions and logics of social networking sites

(SNS). This phenomenon has been widely used by several platforms, encompassing location-

based real-time dating (LBRTD) applications and SNS, among others. Making use of a user

profile enables individuals to effectively broaden their network and even actively seek out new

relationships with previously unknown people and organisations. With this in mind, the

phenomenon of user profiles is also being used by Bumble, the feminist Tinder (Pruchniewska

2020, 2422), and LinkedIn, the world’s largest platform for professional networking in 2023

(Westfall 2023).

LinkedIn was developed with the primary purpose of enabling users to establish and

expand their professional connections in an online environment, thereby fostering increased

productivity and success (LinkedIn 2023). According to van Dijck (2013), LinkedIn is the

platform where individuals aspire to cultivate a desirable personal identity that others are eager

to familiarise themselves with (208). In order to create an effective self-branding on LinkedIn,

individuals are expected to provide comprehensive information regarding their educational

background, professional experiences, and notable accomplishments. Therefore, user profiles

become an indispensable tool for constructing an "idealised" online self-identity. With that

perspective, the idea of having a perfect self-branding can also be found across platforms that

emphasise the use of user profiles, such as LBRTD applications (e.g. Tinder, Hinge, OkCupid,

Bumble, etc.). While LinkedIn and LBRTD apps are entirely distinct digital spaces, the user's

challenge of being found among millions of other users remains the same. Hence, LBRTD

applications likewise foster the construction of an "idealised" persona on their platforms to

enhance the matching opportunity. With a comparable logic of connecting new people,

LinkedIn offers a similar matchmaking process between two strangers on their platforms.

Interestingly, as evidenced by discussions on various forums and blogs, LinkedIn has gained

significant attention as a platform for romantic advances. Some Reddit users indicated that

LinkedIn has been widely used as an extension of LBRTD applications. For example, online

daters check out LinkedIn for their potential romantic matches (rottenmillllk 2022), try to

connect with them on the professional network (infosystir 2022), and start the conversation

with intimate messages (didnt_want_this_josh 2020). Considering this, the mentioned platform

was reported by approximately 91% of female users, as LinkedIn is being used for sending and

receiving intimate messages (Westfall 2023). Rather than swiping right to match with a

prospective romantic partner, LinkedIn users (e.g., jobseekers and recruiters) can simply click

the "connect" button when they encounter an intriguing profile. Following this step, the

"professional" procedure of matching strangers can begin.

Within media studies, the topics of LinkedIn, LBRTD apps, self-branding, platform

vernacular and affordances, and user profiles have been explored by several media scholars.

Regarding Bumble experiences, Pruchniewska (2020) argues that the user profile has played

an important part in shaping self-presentation within the context of online dating (2428). The

author underscores the significance of profile images and the accompanying information in

enhancing the likelihood of finding compatible romantic partners (Pruchniewska 2020, 2429).

Meanwhile, research shows that the design of LinkedIn serves to enhance the notion of a

"professional sense of place," hence facilitating and promoting professional forms of

engagement such as referrals, introductions, networking, and discussions related to

professional matters through the use of user profiles (Papacharisssi 2009, 209). On both

platforms, users have the convenient ability to employ filters to sort and categorise individuals

based on criteria such as ethnicity, geographical location, backgrounds, or even connections

within the platform. The utilisation of this algorithm benefits by limiting the user pools, thereby

potentially augmenting the quality of prospective matches (Sharabi 2021, 935). In other words,

the platforms have effectively compressed the limitations of time and space, facilitating

instantaneous connections between individuals worldwide. To elaborate further, convenient

abilities were generated and shaped by platform affordances and vernaculars. Gibbs et al.

(2015) provides a definition for platform vernacular as the distinct and frequently casual

language, expressions, or communication styles that emerge within online platforms, websites,

or digital environments. Besides, Davis and Chouinard (2016) also describes the

interconnection of affordances and how user behaviours can be regulated by multiple

platforms. The authors define affordance mechanisms as "artifacts request, demand, allow,

encourage, discourage, and refuse" (2016, 242). Given all these aforementioned elements, the

emergence of both platforms has profoundly transformed social dynamics, relationships, and

cultural norms as users strive for meaningful connections in their experiences.

Having mentioned the distinct objectives of LinkedIn and LBRTD platforms like

Bumble, this study aims to investigate the central question: To what extent do the platform

vernaculars of LinkedIn resemble the romantic matchmaking logic of Bumble, and how does

this logic reshape contemporary self-presentation of professional and romantic identities? Prior

to the emergence of LBRTD platforms, romantic interactions between individuals were

naturally developed with the presence of a community and physical places. However, with the

development of new technologies, completely strangers can also be connected romantically on

LBRTD apps such as Bumble by the use of user profiles. Considering this matching logic,

online daters also have to prioritise their uniqueness and actively advertise themselves on the

market. With that in mind, in this paper, I will argue that Bumble's matchmaking algorithm

draws upon the sense of self-branding prevalent in the neoliberal society, as shown on

LinkedIn, in order to optimise the chances of romantic matches among strangers.

Simultaneously, LinkedIn's platform vernacular resonates with the matchmaking algorithm of

Bumble to seek for ideal professional compatibilities. Both of these platforms significantly

transform how relationships are formed in these digital environments. Taking into

consideration the aforementioned point, my paper will use LinkedIn and Bumble’s user profiles

as two specific case studies. Firstly, I will employ the Critical Discourse Analysis (CDA), with

a closer focus on LinkedIn user profiles and the job board listings. For the CDA method, I will

utilise the three-dimension model of Fairclough, including “(1) the linguistic features of the

text (text); (2) processes relating to the production and consumption of the text (discursive

practice); and (3) the wider social practice to which the communicative event belongs (social

practice).” (Jørgensen and Phillips 2002, 68). After that, the interface critique method will be

added to the second dimension so that the study can look more closely at the design features,

affordances, algorithms, and underlying assumptions of both platforms. By employing a dataset

comprising a total of 30 randomly selected user profiles, a chart will be created to illustrate the

patterns of the user-generated content on LinkedIn, while for Bumble, I will critically observe

the content to highlight the patterns. Therefore, this chart will highlight how LinkedIn can be

used for online dating experiences, as well as how the professional notion of self-branding is

taken up as a means for attracting potential romantic partners. These steps aim to identify the

platform vernacular of both platforms. From this approach, I am specifically focusing on the

concepts of platform vernacular, affordances theories, algorithm, neoliberalism, and self-

branding to delve into the similarities and patterns of these two mentioned platforms. These

frameworks will be used to explore the social and cultural consequences and controversies of

the matchmaking process.

In the following sections, this paper will explore the relevant academic literature as well

as the major theoretical framework to offer an in-depth foundation for the research.

Subsequently, a detailed methodology and ethical concerns will be presented to elucidate the

research approach for addressing the main question. Following that, by applying the

methodologies, the paper will conclude with an analysis of the findings, including their relation

to the texts and concepts discussed in the theoretical framework. Finally, the answer to the

research question will be revealed and concluded in the final part.

2. THEORETICAL FRAMEWORK: MARKETISING YOURSELF

Living in a media-centric society, any opportunity or relationship can be formed and

achieved digitally. In media research, many studies have investigated the importance of new

media platforms in shaping people’s social relationships and digital identities. Within this

context, SNS play a pivotal role in providing users with essential spaces to stay updated with

the world through their home feed. Research shows that "if you want to be found, make the

effort to optimise your profile” (Gratschew 2016, 66). In other words, in the vast realm of the

digital sphere, where numerous profiles vie for attention, refining and tailoring your online

presence can significantly enhance visibility. Hence, the realm of online self-identity, or digital

self-branding, has become a focal point in media studies. With the advent of the internet and

the rise of social media, numerous researchers and scholars have delved into its intricacies. The

utilisation of user profiles, in particular, has wielded considerable influence over how users are

perceived on specific platforms. Furthermore, the establishment of a user profile is intricately

tied to the concept of personal branding, as social media platforms provide users with an

equitable opportunity to establish their online presence and curate their digital personas in order

to distinguish themselves from others. According to van Dijck (2013), despite each platform

having distinct logics and rules, users ultimately craft a unified identity that can be shaped by

the platform-specific vernacular and affordances.

2.1 You Are Your Own Brand and the “Profile Work”

In Goffman's 1959 work, the concept of self-presentation is defined as the ongoing and

conscious expression of one's identity. It refers to the strategies employed by individuals to

take control over the impressions that others develop of them. In order to achieve this goal,

individuals must carefully construct their identity through the utilisation of multiple techniques

aimed at shaping the desired impression they wish to convey to others (Goffman 1959, 3).

Whitmer's (2019) study considers that self-branding can be conceptualised as a mode of self-

presentation. It refers to "a product of a particular set of economic, social, and cultural

influences which have led to the valorisation of individualism, reflexivity, self-promotion,

entrepreneurialism, and self‐governance" (Whitmer 2019, 2). This suggests that the

construction of our self-branding is influenced by various factors, such as our social, cultural,

and economic contexts. In his article titled "The Brand Called You," Peters underscores the

need for cultivating a distinctive self-brand that is grounded in our individual abilities,

strengths, reputation, and unique characteristics. He asserts that each individual functions as

the CEO of their own enterprise (Peters 1997). As a member of our organisation, the process

of developing and promoting our distinct identity serves as a strategy for creating and

maintaining demand for the services we offer (Vallas and Cummins 2015, 310). Therefore, the

concept of self-branding, which also refers to "personal branding," emphasises the strategic

approach by which individuals promote themselves in the marketplace. This ideology is a

common concept among the majority of social media users in the digital sphere. According to

Hogan (2010), personal branding refers to "the presentation of oneself in the age of social

media” (377). It is a sort of immaterial work performed on purpose with the aim of attracting

attention and possibly profit.

Personal branding is further conceptualised as the process of purposefully building

one's self-identity as a valuable service to be consumed by others (Wee and Brooks 2010, 54).

This statement serves to reinforce the connection between Goffman's definition of self-

presentation and the concept of self-branding. Besides, the in-return benefits of personal

branding do not only value others but also the self (Wee and Brooks 2010, 55). Furthermore,

the interview data of Scolere et al.'s study reveals a consistent pattern of self-presentation

reconstruction, which refers to platform-specific self-branding through cultural logic and

practice (2018, 2).

In their study, McCay-Peet and Quan-Haase (2016) underscores the significance of the

user profile by emphasising that “the central part of engagement in social media is the crafting

of a profile where aspects of the public self—such as pictures, date of birth, and location—are

presented” (202). This means that the presentation of oneself serves as a powerful means of

virtual communication, projecting one's identity, values, and desired perception by others.

Despite SNS such as Facebook preferring users to have only one identity (van Dijck 2013,

206), the manner in which we display ourselves online can differ across various social media

contexts (McCay-Peet and Quan-Haase 2016, 210). This highlights the dynamic nature of

digital self-representation and the capacity of users to customise their profiles to align with

particular platforms or target audiences. Furthermore, profiles that are consistently updated

have a tendency to generate higher levels of engagement (McCay-Peet and Quan-Haase 2016,

202). The act of updating one's profile not only keeps the presented information relevant but

also contributes to a more dynamic and evolving virtual representation. This perspective

justifies the role of the user profile in enhancing the user experience, customisation, and

decision-making capabilities. The detailed information provided in user profiles becomes

valuable data for platforms to deliver tailored content and optimise recommendations. This

personalised experience, driven by user profile data, positively impacts the overall use of the

platform. Therefore, the quality of one's profile exerts a direct impact on social capital and the

motivation to engage on social media platforms (McCay-Peet and Quan-Haase 2016, 205). The

proper use of user profiles outlines how people perceive and engage in the digital realm.

Additionally, the phenomenon of self-presentation on social media platforms can be

characterised as "profile work" according to Uski and Lampinen (2016, 450). The term pertains

to the deliberate manner in which an individual chooses to present and sustain their online

identity. The concept of "profile work" comprises four primary elements. These dimensions

include: (1) profiles are products; (2) a cycle of interpretation; (3) conflicting goals; and (4)

profile regulation (Uski and Lampinen 2016, 450). Firstly, the “profile work” can be considered

a product of oneself. Users utilise the profile work as a means to express and explain themselves

to the public. According to Uski and Lampinen (2016), it serves as "business cards, curricula

vitae (CVs), or a bookshelf that describes its owner through the literature collection it

showcases" (450). The creation of a user profile can be seen as the initial tool for capturing the

interest of others in the online realm. This underscores the significance of the user profile in

establishing new relationships on SNS (Uski, Liikkanen, and Lampinen 2011, 4). Secondly,

the concept of profile work is intricately connected to a cycle of interpretation. The utilisation

of profile work illustrates how individuals shape their self-presentation in accordance with

others' expectations (Uski and Lampinen 2016, 451). Thirdly, profile work can also be

characterised as a conflicting goal between social norms and personal desires. Although this

seems to be a contradictory idea, as SNS users, individuals know how to present themselves

online according to the vernacular and interface of each specific platform (van Dijck 2013,

210). This exemplifies the influence of platform vernacular on the construction and

customisation of user profiles within the realm of social media. Ultimately, through the profile

regulation, users will take concrete action to regulate their profiles. This entails addressing two

distinct needs: the preservation of the selected strategy and the implementation of a new

strategy. This feature helps in maintaining the accuracy and relevance of user profiles and

customised recommendations (Uski, Liikkanen, and Lampinen 2011, 7).

2.2 Neoliberalism in The Practices of Self-branding

In the field of media studies, there have been several scholars discussing the practices

of “neoliberalism” (e.g., Yan-Khanh, Phelan, and Grey 2022; Baer 2016; Archer 2019). There

is no exact definition for this ideology since it can be interpreted in multiple ways (Guarino

2020, 2635). According to Alan G. Nasser (2003), the term refers to the promotion of free trade

and small government, which revise the mid-19th century mental model - the idea was

discussed again in the research conducted by Wrenn (2014, 505). As a result, in the context of

the neoliberal project, the principle of justice was highlighted through personal obligations

(Wrenn 2014, 506). "Neoliberalism" likewise promotes the notion of individual satisfaction,

pushes people to optimise their advantages, and operates based on a calculated assessment of

costs and benefits (Oliva et al. 2016, 611). Neoliberal policies have had a profound influence

on multiple levels of society, including social welfare, geographical settings, and individual

perceptions of success (Guardion 2020, 2635). Guardion further defines this phrase as a

political endeavour that strengthens the supremacy of capital and intensifies socioeconomics

by connecting states and markets (2020, 2365). The definition of "neoliberalism" provided here

aligns closely with Birch's (2017) interpretation. Based on his article, neoliberalism is best

understood as “an economic system in which the “free” market is extended to every part of our

public and personal world". In other words, it can be described as a political and economic

framework that supports small government interference in the economy and promotes the

principles of free-market capitalism as the most effective means of societal organisation (Birch

2017). To elaborate further, neoliberalism advocates for the implementation of policies that

prioritise privatisation, deregulation, and the lowering of trade barriers (Birch 2017). Within

the framework of self-branding, the concept of neoliberalism is characterised by the

preservation and integration of individual autonomy and authority within a broader

environment of uncertainty and change (Khamis, Ang, and Welling 2017, 200). It concentrates

on individuality in the market and leverages the users to view themselves as a brand. In a

neoliberal society, individuals are required to develop their identity in a manner that prioritises

the acquisition of exchange values (Oliva et al. 2016, 613). Neoliberalism, therefore, fosters

social media users to market themselves by utilising the user profile as a tool for promoting

their unique values and accomplishments to potential audiences. In other words, self-branding

can be seen as another form of neoliberal governance (Khamis, Ang, and Welling 2017, 201).

Based on the research of Khamis, Ang, and Welling (2017), there are three main reasons

for self-branding. One of them was about the political culture of neoliberalism, wherein the

practice of self-branding was found to promote the promise of rewards (194). Neoliberalism

reinforces the idea that an individual's personal brand and social media presence may directly

contribute to their personal success and income generation. Since self-branding is the practice

of individuals treating themselves as a brand or product, actively managing and marketing their

own image, skills, and attributes to achieve personal and professional goals (Peters 1997); it

cultivates a competitive atmosphere wherever individuals endeavour to distinguish themselves

and promote their abilities proficiently. This can be illustrated by the number of matching

opportunities that the users get by standing out on the specific platform. From this point of

view, the way neoliberalism is interpreted in creating a digital identity that fits the platform

vernacular and affordances can also be seen as expressing the spirit of entrepreneurship (Archer

2019, 150). Neoliberal societies encourage individuals to market their skills, experiences, and

personalities to gain a competitive edge in the job market or online dating spheres. In other

words, self-identity on these platforms can be seen as a commercial property (Lim 2021, 6).

According to Archer's research, the concept of the neoliberal identity may also be understood

as a collective social identity that arises within the distinct historical and institutional

framework of neoliberalism. Wrenn (2014) also argues that users strategically market

themselves as commodities in alignment with market-oriented principles (505). Put simply, the

development of neoliberal identity is determined by external factors within society rather than

being solely influenced by individual choices or actions.

2.3 Platform Vernacular, Algorithms and Affordances Theory in Relation to the

Matchmaking Mechanism and Digital Self-Presentation

Having defined some key concepts in the above sessions, this research will continue

focusing on the understanding of platform vernacular, algorithm, and affordances theories.

According to Gibbs et al. (2015), while platform vernacular and affordances allow us to analyse

the distinct characteristics of social media platforms and understand the particular form of

engagement on SNS, they also reveal the embedded meaning and impacts that emerge within

social networks facilitated by these platforms. Given this, the aforementioned ideologies have

a significant influence on the user profile creation process.

First, “platform vernacular” is defined as the “own unique combination of styles,

grammars, and logics” of each platform (Gibbs et al. 2015, 257). To elaborate further, the

platform vernacular pertains to the unique language, specialised terminology, and

communication patterns that are characteristic of a given social media platform. This

encompasses not solely verbal components but also symbols and the distinctive communication

standards that have naturally emerged within the user community of the online platform (Gibbs

et al. 2015, 257). From this perspective, the platform vernacular holds significant influence on

the platform, encompassing explicit regulations and implicit standards that can be perceived

by the user without being written down. The author also argues that the utilisation of platform

vernacular serves to highlight the emergence of specific genres and stylistic conventions inside

social networks (508).

Furthermore, it emphasises how registers of meaning and affect are formed through the

contextualization and reading process. Keller (2019) claimed that “there has been little

sustained attention to the various ways in which social media platforms invite particular forms

of feminist engagement through their specific platform vernaculars” (8). When considering the

case of platform-specific culture for feminist activism, it is clear that the platform vernacular

and their online community can effectively form and influence users' identities. In other words,

their online presentation as well as their digital behaviours are tailored to align with the

accepted standards of the platforms (Keller 2019, 9). The utilisation of platform vernacular

enables individuals to construct their ideal self-identity on platforms such as LinkedIn and

Bumble. Therefore, users have the ability to deliberately customise their profiles and

interactions to align with the specific objectives of each platform, whether it be professional

networking or dating, respectively.

Since affordance and platform vernacular are inextricably connected, users may also be

aware of the social media functions and limitations that a platform provides for structurally

placed individuals and imposes on them (Davis and Chouinard 2016). Hurley (2019) posits

that affordance, from a media studies perspective, encompasses the identifiable characteristics

of artifacts, conceptual or symbolic applications, and digital image modifications that

contribute to their functionality (2). They may also be seen as items that provide users with

opportunities for action (Hurley 2019, 2). More specifically, Davis and Chouinard's research

in 2016 found that "affordances" serve as "a scaffold through which artifacts request, demand,

allow, encourage, discourage, and refuse, and do so through variations in perception, dexterity,

and cultural and institutional legitimacy” (346). They further elaborate on each individual

mechanism of affordance, particularly. Although user participation in digital activities does not

necessarily require this element, "Request", as defined by them, denotes the obligatory task

that a user must fulfil (Davis and Chouinard 2016, 243). In contrast to the initial element,

"demand" refers to an activity that the user is required to carry out in order to proceed with the

subsequent action steps (Davis and Chouinard 2016, 243). However, users have the ability to

modify the "demand" component even after completing the creation process. When users

interact with a particular website, platform affordances "encourage" user engagement by

implementing important algorithms that suggest relevant material and provide possibilities to

react to and share it (Davis and Chouinard 2016, 243). In addition, affordance mechanisms

"discourage" users from achieving their goal by providing a distinctive barrier. This affordance

is demonstrated by MacLeod and McArthur (2019), who discovered that Bumble prevents

users from finding a high-quality connection by limiting their biographical description to 300

characters (833). In addition, Davis and Chouinard also describes the affordances mechanism

as "refuse," which means that it restricts specific activities from being available to users, and

"allow," which “is distinct in its neutral intensity and multidirectional application” (2016, 244).

The authors further provide additional details on the term "allow" as a defined range of actions

that users can generate following their involvement in a certain activity (Davis and Chouinard

2016, 244).

The use of affordances in specific circumstances was further underlined in the same

research by Davis and Chouinard in 2016. According to them, “perception” refers to “an

artifact requests, allows, and encourages only in relation to those features of which a subject is

aware. If a subject is unaware of a feature, the artifact refuses the lines of action that the feature

enables” (245). They also explained the importance of “Dexterity” in the affordance theories.

Dexterity highlights the social model of disability and related activism, in which if people know

the existence of an unsend feature on SNS without knowing how to do that, then it reminds

them of the importance of dexterity (Davis and Chouinard 2016, 245). Finally, the authors

point out the context of “cultural and institutional legitimacy”, meaning that “the push and pull

of an artifact rests partially on the structural position of the subject with whom it relates” (Davis

and Chouinard 2016, 246). In other words, the manner in which an individual interacts with or

perceives an artifact is not solely determined by its physical capabilities but is also impacted

by their social standing, personal experiences, level of expertise, and affiliation with particular

social networks (Davis and Chouinard 2016, 246).

In order to enhance knowledge about the matching mechanism of each platform

mentioned, it is important to make sense of the connection between the platform vernacular

and the algorithmic culture. Striphas (2015) emphasises the influence of algorithms on

contemporary society. As per his explanation, the term "algorithm" denotes "a set of

mathematical procedures whose purpose is to expose some truth or tendency about the world”

(Striphas 2015, 404). He contends that algorithms have a substantial impact on the cultural

environment, as they not only arrange and display information but also exert influence and

authority over individuals' perceptions, reading decisions, purchasing options, and cognitive

processes (Striphas 2015, 407). This idea is once again confirmed by Willson (2016), as the

author proposed that these objects should be acknowledged as both physical artefacts and

dynamic processes that interact in intricate ways with their surrounding ecology (141). The

algorithm revolutionises the conventional dating environment through the implementation of a

new matching mechanism in the digital realm (Sharabi 2021, 932). Rather than fostering a

sense of community by encouraging users to actively pursue romantic relationships, the

platform facilitates the introduction of potential romantic partners to users based on their self-

report and user data (Sharabi 2021, 933). Hence, Willson (2016) asserts that the design of

algorithms can profoundly impact the formation of our connections and the construction of our

identities in social media and digital environments (140). Additionally, in her research, van

Dijck (2013) posits that “algorithms work better if input is uniform; by forcing users to encode

their information homogeneously, it is easier to automatically detect patterns of behaviour and

manipulate them” (206). It means that with the given set of data from the users, it is easier to

create mass-customise and personalise recommendations and content for the users. As a result,

algorithms have significant impacts on the structure and trajectory of everyday life (Willson

2016), which also contribute to the "algorithmic culture" (Striphas 2015).

By examining the dynamic relationship among platform vernaculars, algorithm, and

affordances, one may gain a deeper understanding of how users engage with these virtual

environments. This exploration sheds light on how users construct their digital identities and

interact with others, while also adapting to the unique cultural norms and functionality inherent

to each platform. This thorough comprehension facilitates a more profound analysis of how

individuals perceive and employ these platforms as instruments for self-representation and

social interaction within modern digital environments.

2.3.1 LinkedIn Algorithms and Professional Personal Branding

LinkedIn (www.linkedin.com), launched in 2003, has emerged as a prominent social

media site that is widely utilised by professionals and organisations on a global scale for the

purposes of networking, job seeking, and cultivating commercial relationships. According to

its own platform, LinkedIn claims that it is "the world's largest professional network with more

than 95 million members in more than 200 countries and territories worldwide" (2023). The

website offers users the ability to generate comprehensive user profiles, enabling contacts with

colleagues, industry peers, recruiters, and prospective employers. LinkedIn positioned itself as

an online platform specifically designed for the purpose of effectively maintaining one's

professional identity while simultaneously facilitating the development and interaction within

an extensive network of professionals (LinkedIn 2023). As users navigate the platform, they

can expand their connections by searching for profiles, sending connection requests,

participating in industry-specific groups, and engaging with diverse public content and

discussions within the platform.

On LinkedIn, users are equipped with numerous tools that facilitate professional

networking, including the ability to customise their profiles and access job listings. These

features significantly influence the nature of interactions and the range of opportunities

available inside this online environment. Research shows that LinkedIn provides users with a

selection of 22 editable components to curate and maintain their digital self-presentation

(Gratschew 2016, 20). This includes information crucial for presenting a compelling digital

self-representation. Users are expected to fill in essential details like their real name, an

attractive headline, and an impressive summary to enhance visibility among millions of users

since those are the key elements of a LinkedIn profile (Gratschew 2016, 20). According to their

research, effective user profiles leverage authenticity to establish trust within professional

circles (21). Additionally, LinkedIn values the strategic use of keywords filtered by the

platform, enhancing matchmaking prospects within specific industries. Maintaining an updated

profile with a well-curated list of keywords significantly improves the matching opportunities

for prospective employees, employers, and companies (Ceniza-Levine 2019).

In her study, van Dijck further supported the idea of professional matchmaking on

LinkedIn. According to the author, LinkedIn is the largest professional matchmaking platform

in the world, providing connectivity opportunities among strangers (van Dijck 2013, 207).

Furthermore, the author posits that “LinkedIn profiles function as inscriptions of normative

professional behaviour”, hence implying that each profile on the aforementioned platform

demands the construction of an idealised representation (van Dijck 2013, 208). Through the

quantitative research of Marin and Nilă (2021), it is once again confirmed that LinkedIn

functions as a platform for constructing professional identities, mostly through the utilisation

of profile pictures and the significance of profile headlines (4). Moreover, this study reveals

that LinkedIn users are more likely to keep their profiles professionally updated while looking

for a job or making potential connections on the platform only (Marin and Nilă 2021, 7). On

top of that, it is noteworthy that the connection request feature on LinkedIn plays a pivotal role

in initiating and fostering interpersonal relationships between users inside the platform (Marin

and Nilă 2021, 5). In the People You May Know (PYMK) section, LinkedIn offers users the

opportunity to discover profiles that share similarities with them and other members of the

platform, in addition to contacts that have been imported from their mobile and email address

books (LinkedIn 2023). This algorithm is further depicted by Van Dijck: “LinkedIn deploys

the PYMK algorithm to recruit new members for its services; the platform constantly sends out

invitations to non-members, prompting them to sign up for the service and hook up with the

people already part of ‘your extended network’” (210). Such observations, along with other

algorithms such as the use of hashtags or comment (Collyer 2023), highlight the significance

of the platform algorithm in facilitating professional matchmaking on this network.

2.3.2 Bumble Self-presentation and Romantic Resume

With the idea of creating a safe place for women to make the first move and prevent

hate speech as well as bad behaviours, Bumble (www.bumble.com) was launched in 2014.

Started as a mobile application, Bumble is known as the “feminist Tinder,” which emphasises

the significance of women taking the initiative in establishing relationships and underlines the

value of fostering healthy relationships in human life (Pruchniewska 2020). According to their

official website, Bumble claims itself as a social networking platform since they also provide

other opportunities for users to find like-minded people (Bumble BFF) as well as develop

themselves professionally (Bumble Biz) (2023). Besides, this platform distinguishes itself from

its competitors by implementing the 24-hour rule, a feature that promotes female autonomy in

their relationships and reduces the likelihood of unwanted messages. Bumble uses the same

swiping technique as other LBRTD platforms, enabling users to take the lead in their decisions

about building new connections. The app itself prioritises empowerment and pleasant

experiences through the attribution of diversity, the implementation of safety features like

picture verification, and dedication to creating respectful interactions (Bumble 2023).

While Bumble offers users the option to enhance their professional and personal

networks, it is mostly acknowledged as a LBRTD platform. In this vein, Bumble provides

affordances that are tailored to the realm of dating, such as swipe-based mechanisms and

messaging feature, which exert an influence on the dynamics of matchmaking among

individuals. Numerous scholarly investigations have been conducted in the realm of media

studies relating to the matchmaking algorithm and user profiles employed by Bumble. Similar

to other SNS, user profiles have a significant impact on the overall user experience. According

to Pruchniewska (2020), there is a positive correlation between the quality of a user's profile

and the number of matching opportunities they are likely to encounter (2429). The criteria

become especially apparent in relation to male user profiles on the platform. Based on

Pruchniewska’s research (2020), male profiles without any information can be interpreted as

potential “fuckboys” from the perspective of female users (2429). The significance of the visual

representation of user profiles on this platform has been reaffirmed, as it can serve as a means

of foreseeing and reducing potential issues faced by female users on the site. Additionally, the

author posits that woman may find it more convenient to initiate contact when their potential

partner's profile contains a substantial amount of information, since women tend to utilise the

description section of their own profiles as a means of initiating conversation (Pruchniewska

2020, 2434).

In addition, when a profile contains comprehensive details but is ruined by misspelt

words, it can be perceived as indicative of a disinterest in dating or a lack of education (Ellison,

Heino, and Gibbs 2006, 424). From this perspective, Bumble can be seen as a romantic resume

for users. This phenomenon results in a negative perception and diminishes the likelihood of

establishing a successful relationship on the LBRTD platform. The concept of constructing an

ideal self, similar to the practice observed on LinkedIn, is also explored in the research

conducted by Ellison, Heino, and Gibbs (2006, 426). LBRTD application users also exert

pressure on themselves to portray an idealised version of their identity on the platform. They

often present themselves by projecting an idealised or idealistic image of their future selves. In

addition, the authors also establish the concept of the "foggy mirror," which refers to “the gap

between self-perceptions and the assessments made by others” (Ellison, Heino, and Gibbs

2006, 428). This misrepresentation of digital self-identity still occurs to impress prospective

partners and reduce the pressure on the users in terms of being filtered out by others (Ellison,

Heino, and Gibbs 2006, 429). By engaging in an idealised self-presentation, individuals strive

to construct and amplify a brighter future inside the realm of online dating through the use of

the user profile.

3. METHODOLOGY: A COMBINATION OF CRITICAL DISCOURSE ANALYSIS

(CDA) AND INTERFACE CRITIQUES

Upon studying LinkedIn and Bumble, it becomes evident that, despite their distinct

digital environments, there are notable similarities in their features and the underlying

affordances they provide. Through various theoretical implications of various concepts, we

have gained a comprehensive understanding of how identities are formed, and matches are

made on the discussed platforms separately, as well as the mechanisms of each platform. By

conducting qualitative media research, my study aims to further investigate the parallels

between LinkedIn and Bumble's vernaculars for creating an online self and forming

professional as well as romantic relationships with strangers. From that point of view, I also

delve deeper into how Bumble resonates with the digital resume concept of LinkedIn to

recommend a compatible partner for their users. This study not only sheds light on the

complicated dynamics of digital connectivity, but it also shows how these factors are becoming

more and more important as technology advances. To ensure these objectives, this session will

elaborate further on the methodology of the research.

To be more specific, this study will employ the critical discourse analysis (CDA)

method with a focus on textual analysis to gain a more comprehensive understanding of both

platforms. Additionally, the discourse and structures method will be used, with a particular

emphasis on interface critique to examine the platform designs as well as their embedded

affordances. To elaborate more, I will take each mentioned platform as a separate case study

and analyse it using the combination of the mentioned methodologies. These techniques are

expected to play a significant role in outlining the impacts of the prevailing platform vernacular

on affecting the user's self-identity and their strategies for personal branding, while also

determining comparable patterns of platform-specific cultures.

3.1 Critical Discourse Analysis (CDA) and Fairclough's Three-Dimensional Model

for Critical Discourse Analysis

As stated in the Discourse Analysis chapter, Critical Discourse Analysis (CDA) is a

popular interdisciplinary research methodology encompassing various diverse theoretical and

methodological approaches for investigating the study of language (Johnson and McLean

2020, 379). In the field of media studies, “CDA sets up a comprehensive theoretical framework

that systematically relates textual features to the situations in which those texts are produced

and consumed and to the larger social processes of the society in question” (Schrøder 2006).

This study will employ the Critical Discourse Analysis (CDA) to investigate the occurrence

and frequency of words or statements in the texts, as well as symbols, in order to uncover the

underlying meanings and patterns within a specific topic. This analysis allows for an

examination of the significant hidden influence present in the given context (Johnson and

McLean 2020, 379).

To clarify, this methodology will be conducted on a total of 30 user profiles on two

particular platforms – 15 LinkedIn profiles and 15 Bumble profiles. The profiles will be

randomly chosen to ensure the credibility of the research. The selected profiles will encompass

a range of varied backgrounds to augment the quality of the study. Subsequently, this study

will employ Fairclough's three-dimensional critical discourse analysis, which was formulated

in 1992. This framework was mentioned again by Jørgensen and Phillips in 2002. They argue

that “every instance of language use is a communicative event consisting of three dimensions:

(1) text, (2) discursive practice, and (3) social practice” (2002, 68). My research attempts to

develop an analytical framework for the CDA by using this approach, which is also the main

goal of the model (Jørgensen and Phillips 2002, 71).

First and foremost, the idea of "text" refers to the examination of the grammatical

arrangement of language (Jørgensen and Phillips 2002, 69). This dimension closely resembles

the content analysis methodology, which is a research approach used to systematically analyse

and qualitatively evaluate the data. It specifically focuses on the content found in texts,

documents, media, or other forms of communication. The technique involves a methodical and

structured analysis of the content in order to identify repeating patterns, themes, significances,

or intersections within the data (Hardy, Phillips, and Harley 2004, 20). From the text analysis,

it is possible to get an idea of vocabulary, grammar, syntax, and sentence coherence from the

discourse. This study will utilise the content of the user profile to conduct a comprehensive

analysis of the probability and frequency of vocabulary or statements used by account owners

for the purpose of online self-branding. With the help of SEOSCOUT Textalyzer

(https://seoscout.com/tools/text-analyzer), I will generate a database by analysing the profile

description and information. The dataset will then be rechecked to remove unnecessary

characters, symbols, or deviations in formatting. By utilising the generated database, my goal

is to identify the ten most commonly used words and phrases and, at the same time, visually

represent the data to provide a more thorough insight into the frequency of practices, types of

statements, and features utilised by users in creating their personal brands on each individual

site. The provided bar charts, which are generated from the Numbers application for MacOS,

will function as a concise representation of the frequently used terms and patterns inside the

user profiles. This supplementary tool also enhances the comprehension of the prevalent

strategies that have played an important part in the achievement of user personal branding on

these platforms.

Within Fairclough's model, the second dimension is referred to as discursive practice.

It refers to the involvement of the production and the consumption of the text (Jørgensen and

Phillips 2002, 69). Both authors and receivers must examine the current conditions of the

platform in order to generate content that aligns with the standards and discourses of the online

realm (Jørgensen and Phillips 2002, 69). Each platform offers users the chance to showcase

their individuality and personality by including different elements such as personal

information, profile pictures, biographical descriptions, experience stories, and achievements.

Therefore, in this second dimension, I will utilise the interface critique technique to analyse the

design of the user profile and the embedded affordances, together with the platform vernacular

of two specific platforms, namely LinkedIn and Bumble. Dieter (2022) asserts that interfaces

have a significant impact on contemporary digital infrastructure (4). They “govern sense,

perception, and cognition while appearing to disappear into the background” (Dieter 2022, 4).

He specifies additional details on the crucial significance of interfaces to underscore how the

platforms are specifically crafted to influence their systems and user behaviours. The author

points out three orientations of interface critiques at large, including (1) specifying trap and

enclosure, (2) surfacing asymmetries, and (3) augmenting alternatives (Dieter 2022, 9). Each

of these orientations can facilitate an examination of the interface of the stated platforms from

various viewpoints. From an initial perspective, the user interface design can be perceived as

constraining users' encounters and opportunities within digital environments (Dieter 2022, 9).

The current design allows interfaces to establish controlled environments, limiting users'

interactions and shaping their behaviours within pre-established variables. In the second

orientation, the interface design possesses a hidden meaning rather than being apparent at the

surface level (Dieter 2022, 11). Through the implementation of a critical diagnostic, one can

conduct a meticulous study or analysis of the interface's surface, bringing to light the hidden

activities or interactions occurring within it. From this standpoint, this technique enhances

comprehension of the interplay between various components within the interface and how they

influence one another's behaviours. The third orientation focuses on investigating innovative

design methodologies that facilitate users' engagement with technology in a more

comprehensive, collaborative, and powerful manner (Dieter 2022, 12). It promotes

opportunities to develop alternative interfaces, providing insights into what could exist outside

the present limitations of interface design and platform governance. Furthermore, the interface

critique technique aims to assess the design, functionality, usability, and impact of interfaces

while also considering social, cultural, and ethical factors. In essence, through interface

critiques, this research aims to accurately ascertain the platform vernacular of both platforms

and speculate on how user identities and connections are influenced by these unique digital

environments.

The final component of the CDA three-dimensional model of Fairclough is referred to

as "social practice." In the last phase of CDA, it is acknowledged that language is not a neutral

medium of communication; rather, it is intricately intertwined with social practices, serving as

a reflection and agent of influence over power dynamics and social structures (Jørgensen and

Phillips 2002, 72). Given that “every communicative event functions as a form of social

practice in reproducing or challenging the order of discourse” (Jørgensen and Phillips 2002,

70), it is critical to comprehend the social practices that are inherent in CDA. By examining

these linguistic practices, my study can gain insight into the ways in which users negotiate and

construct identities, meanings, and connections in digital environments. The aforementioned

methodology enables a substantial comprehension of power dynamics within each platform

through an examination of those who possess the capacity to shape narratives, regulate the

dissemination of information, and affect public opinion. In essence, with the implementation

of a content and interface analysis on these two particular case studies, the research will yield

adequate data and outcomes to effectively investigate the research inquiry.

3.2 The Application of the Methodologies on the Analysis of LinkedIn and Bumble

Considering the case study of LinkedIn, this study aims to examine the profile headline,

profile summary, and experience section of the users. In order to ensure the validity and

reliability of the outcome, 15 selected profiles will be categorised equally into three distinct

categories according to their specialised knowledge: marketing, supply chain management, and

finance and investment. This technique seeks to offer the research a viewpoint that highlights

how individuals, regardless of their specific job roles, employ a range of tactics to increase

their visibility. Upon doing a meticulous analysis of the user profiles, I will subsequently assess

the compilation of keywords and key phrases utilised in these profiles, comparing them to the

public job descriptions listed on the job board within the mentioned platform. The job post

descriptions will also be chosen randomly based on the search results for the specific category.

Both the user profiles and the job board listings have to use English as the main language of

the description. Based on the available data, the objective is to determine the recurring patterns

of the used statement and the frequent words that enhance the quality as well as the visibility

of the profile. From the outcome, I aim to outline the personal branding tactics employed by

the users in order to attract complementary opportunities on the platform and establish

connections with potential recruiters, employees, and like-minded people within the industry.

Given the expanded textual capacity of LinkedIn user profiles, my focus will be primarily on

the examination of this particular form of content. Simultaneously, the approach of CDA will

be employed to examine the set of profile pictures utilised by users to portray their professional

image. This investigation seeks to explore the implicit guidelines and criteria for establishing

an effective profile photo on the professional networking platform, LinkedIn.

Despite the personal user profile not being the primary landing page of LinkedIn, it will

still be utilised as the central focus for the study of LinkedIn's interface. Following the above

steps, a platform evaluation will be conducted on the functioning and navigation of the user

profile interface. This study will focus on the different sessions and features offered by the

LinkedIn network for users to market themselves. This encompasses the comprehensive

interface designs as well as the orders of various sessions on the platform. In this analysis, an

evaluation of the user experiences on the platform will be conducted to learn more about the

interactions as well as the features that LinkedIn provides their users to enhance the

matchmaking opportunities on the mentioned platform. Additionally, this research will involve

the analysis of the convenience of updating personal information, adding multimedia content,

linking to external websites, and engaging with other connections on the same platforms. From

this analysis, the study aims to identify the patterns and similarities between these user profiles

that can have a direct influence on the matching opportunity. For example, the #hiring and

#opentowork profile picture frames show that both sides are looking for potential matches.

In the context of Bumble, I will use the general CDA procedure to conduct the research.

To ensure the credibility of the research, 15 user profiles will also be randomly selected. This

research will, at the same time, manually go through the selected profile to identify the

recurring patterns of the profile’s content and identify the strategic personal branding on

Bumble. Besides, these 15 selected profiles will also be taken from three different groups of

genders, including male, female, and non-binary. Although user photos play an important role

in the user profile, this research will mainly focus on analysing the general content that a typical

Bumble profile has. This includes not only the profile photos but also the users' biographical

information, prompts, and other content sections that they employ to portray themselves with

the intention of promoting their online presence. Consequently, this research endeavour seeks

to explain the influence of Bumble's platform vernacular and the social behaviours inherent to

the LBRTD site on the formation of user identity. Following that, the interface critique

methodology will be applied to study the design of the platform as well as the affordances of

this specific application. The main goal of this case study is to assess the layout, design features,

inclusion aspects, and visual hierarchy employed in the user profiles of the Bumble application.

From this standpoint, my analysis aims to enhance understanding about the presentation of user

information, such as images, bios, interests, and settings, to viewers. Simultaneously, this

research will also investigate the techniques employed for managing and modifying a dating

profile, as well as the level of user friendliness in terms of profile engagement. Once again, all

of the aspects and the analysis result from Bumble will be used as a reference for LinkedIn to

identify the similar patterns between the match-making mechanisms and the self-presentation

concepts on both platforms.

3.3 Ethical Considerations

This research will utilise data collected from public and semi-public LinkedIn and

Bumble user profiles. This includes the user-generated content as well as the user's personal

information. In order to ensure the quality of the research, some screenshots of the user details

will be included in the analysis sections. However, all collected data will be processed

anonymously or de-identified to protect the user's identity and maintain the privacy of their

interactions. In addition, the study's methodology will ensure respect for the context's norms

and values while minimising intrusion, as users may expect some level of privacy even if the

profile is public. Since the user profiles on both platforms are selected randomly and

anonymously, the researcher will create a brand-new LinkedIn and Bumble profile in order to

approach the potential user profiles that can be used for the analysis and to maintain a neutral

and unbiased stance. However, the researcher's Bumble profile will outline the purpose of the

study and prevent unforeseen complications. Although this study will analyse the content of

user profiles on each platform, it will avoid including direct quotations as much as possible

from the profiles themselves to ensure the anonymity of the users. Rather, it will classify the

most common tactics or content that people use to construct their identity and increase their

matching opportunities in the digital sphere.

4. FINDING AND ANALYSIS: THE STUDY OF LINKEDIN AND BUMBLE

The study of LinkedIn and Bumble has always been two separate studies about two

different social media platforms. However, the topic of how multiple users have been using

LinkedIn as an extension of the LBRTD app or looking for potential romantic partners has long

been a social discourse on Reddit and in multiple online newspapers. By carrying out the above

methodology, this research has found fascinating findings towards the similarities between

these two specific platforms as well as how each of them has resonated with each other in terms

of the user profiles and the matchmaking algorithm.

4.1 LinkedIn and The Professional Matchmaking Mechanism

4.1.1 The Use of Common Terminologies and Formats on LinkedIn

The increasing advancement of technology has led to a growing interest among users

in exploring and utilising the various features of platforms in order to gamify the system. By

gaining a better understanding of the platform-specific vernacular, users are more likely to have

a positive online performance. This perspective has been intensively reported by social media

experts, emphasising the importance of using the right keywords or specific statements on the

user's digital resume. As a result, their profile has the potential to distinguish itself from others

for an extended period of time and, consequently, be prominently shown on the platform

interface. As the selected user profiles are classified into three primary groups based on a

unique set of knowledge and skills, the selected profile shares several messages about their

experiences with self-branding and matchmaking mechanisms on LinkedIn. The profile

experiences and profile summary content will be chosen randomly from these profile categories

to showcase different phrases and terms that are used to improve self-branding and contribute

to virtual engagement with LinkedIn activities.

Figure 1 displays an overview of the 10 most commonly used terms by LinkedIn

members who work in the field of supply chain management. The diagram clearly shows that

the phrase "supply" is widely used by many users in this business area to highlight their

professional experiences and personal values. Furthermore, there is a significant repetition of

terminology such as "supply chain," "research," and "logistics." This result is a summary of the

specific information that LinkedIn users in these roles strive to communicate about themselves

to both the public and their professional network. Furthermore, figure 1 also displays the

prominent keywords frequently employed by organisations and hiring managers while

promoting job vacancies on LinkedIn's job board. The data illustrates that the term "supply" is

the most commonly used word among this specific group of users. In addition, the chart

presents a compilation of commonly employed terms, providing a valuable understanding of

the dominant viewpoint in the present employment landscape. The data demonstrates that six

out of ten commonly used keywords are popular among two distinct groups of LinkedIn

members in the stated field. Additionally, recruiters prioritise the use of certain terms like

"customer," "team," and "procurement" to enhance the exposure of their job opening.

Therefore, this data highlights the repetitive occurrence of key terms used by specific groups,

demonstrating their importance in different goals and situations.

Figure 2 (below) depicts the frequency distribution of the top 10 commonly used

phrases in the field of marketing. As depicted in the chart, an analysis of 5 selectively chosen

profile summaries and professional experiences indicates a recurrent usage of the term

"marketing," observed approximately 40 times, underscoring its pronounced significance

within this specific professional domain. Significantly, this keyword remains prominently

featured in job advertising created by hiring managers, confirming its crucial significance in

attracting potential talent. Furthermore, the visual representation clearly shows considerable

differences in word choices between those looking for employment and employers. Although

terms like "social," "media," "campaigns," or "social media" are commonly used by the general

public, they are not frequently found in job board listings. On the other hand, there is a

noticeable pattern indicating that recruiters tend to favour words such as "brand,"

"communication," "product," or "content" when advertising and promoting job openings.

Similar to the above charts and descriptions, figure 3 illustrates the prominent

vocabulary used by LinkedIn users with backgrounds in finance and investment. Compared to

job advertisements in other industries, finance vacancies provide a more detailed

representation, as indicated by a wider range of keywords. Besides, a notable observation arises

while having a textual analysis of a LinkedIn user profile, as it becomes evident that a

significant percentage of people in this group have relatively limited profile information

compared to other user categories. The profiles of these individuals usually provide concise

overviews of their professional identities, including a brief description of their employment

functions, current job descriptions, and position titles. However, there is still a pattern in the

word usage of this group of users.

It is worth mentioning that jobseekers commonly use the term "finance" to describe

their skills and interests, whereas hiring teams tend to use the phrase "financial" when

presenting the job openings that they have available. In addition, recruiters often use other

terms such as "project," "process," or "review" to emphasise the prominence of these chances.

However, as can be seen from figure 3, the word “review” is not used by any of the jobseekers

to describe their past experiences or their summary on their LinkedIn profile. This group of

users uses more keywords, such as "business," "data,” or "risk,” to identify themselves on the

job market.

Upon conducting a search query specifically for the terms such as "supply chain",

"marketing" or "finance" within LinkedIn's job board, a substantial number of vacant positions

within this industry were observed on the platform dedicated to professional networking. Every

listing provides extensive and detailed information with the purpose of attracting prospective

matches. These job advertisements prominently showcase several keywords relevant to the

field in order to clearly communicate and promote potential opportunities within their

particular teams and organisations. The utilisation of the AI word count tool has been important

in generating word lists that greatly enhance the visualisation of the dataset. However, these

generated lists also include words that have been included within short phrases in the dataset

description. This leads to a comparatively limited frequency of specific words. As stated by

Joyce (2017), the strategic incorporation of keywords is crucial for optimizing personal search

engine visibility, particularly in the context of search engine optimization (SEO). Therefore, it

is important for organisations and hiring managers to include high-quality keywords in job

posts in order to effectively advertise job opportunities. This method greatly improves their

capacity to optimise the scope and attract suitable individuals for their companies.

An analysis of term patterns in the sampled user profiles uncovers unique stylistic

characteristics in how LinkedIn user profiles are constructed. The profile summary part usually

consists of short paragraphs (Figure 4), while professional experiences are largely elaborated

using bullet points (Figure 5). The examination of the collected information highlights the

widespread use of action-oriented language at the beginning of profiles, which then leads to

the description of significant achievements accomplished throughout their careers. The patterns

that were detected are similar to those observed in job postings. To elaborate further, businesses

often use concise paragraphs to describe their company, team structure, and culture. On the

other hand, job descriptions and requirements often appear as lists with bullet points, including

relevant keywords. It is acknowledged that, regardless of content format, the tone of the

language used on LinkedIn is always formal and professional. In their profile experiences,

users may use other forms of media as evidence to support their experiences. However, it is

rare to find an icon or first-person pronouns on the user profiles in general. The noticeable

patterns highlight the crucial importance of selecting sentence structure and lexical components

to enhance the accessibility of user profiles and job descriptions. Considering these unwritten

communication rules, they emphasise the unique combinations of styles, grammar, and logic

that LinkedIn users use to cultivate their identity and market themselves to the professional

market.

The efficacy of those methods has been confirmed by many LinkedIn professionals in

their posts on the tactics that LinkedIn users might employ to distinguish themselves in the

eyes of recruiters. Liu (2023) argued in her online news article that employing paragraphs to

provide a concise summary of one's identity can enhance the prospects of securing a job.

Simultaneously, Liu underscores the significance of bullets and quantitative accomplishments,

as they provide recruiters with valuable insights into an individual's performance derived from

their prior experiences. She revisits Mallory's assertion that “Since a LinkedIn profile is

sometimes the recruiter's only source of information about a candidate, the more detail they

provide in the Experience section, the better because it makes it easier to determine their

suitability for the role at a glance. If the recruiter can't easily see what they're looking for, they

might move on to other candidates" (2023). Within the context of neoliberalism on LinkedIn,

the intentional use of keywords might be perceived as a means for users to achieve their desired

level of satisfaction. Users can leverage the description on their profile to strategically enhance

their strengths, showcase their distinctive value proposition to the market, and establish

themselves as a brand. Therefore, this can immediately enhance the achievements of LinkedIn

users, as "branding can be conceptualised as the "language" of neoliberalism and capitalism"

(Holt 2006, 301). Consequently, strategic linguistic practices are essential for self-branding on

LinkedIn and increasing the chances of finding suitable work opportunities. At the same time,

this strategic approach enhances their position in search engine algorithms, promoting greater

interaction within their professional networks and enabling contacts with potential partners,

industry colleagues, and prospective employers on the specified platform.

4.1.2 Beyond the Digital Resume

While Bumble mostly revolves around the user profile paradigm, LinkedIn adopts a

contrasting approach by not displaying profiles immediately when accessing the application or

website. Nevertheless, on LinkedIn, the user profile remains a crucial element for establishing

online connections and exploring career opportunities. Its significance lies in enhancing the

likelihood of successful matchmaking between job seekers and recruiters or companies within

the competitive job market. While Facebook user profiles can be seen as one’s biography,

LinkedIn user profiles are more similar to a digital resume of oneself. Van Dijck (2013)

highlights that the interface of LinkedIn has been improved over a long period of time (208).

In comparison to other social media timelines such as Facebook, the LinkedIn interface stands

apart from other SNS due to its cleaner and more factual framework by creating a formal and

professional identity (van Dijck 2013, 208). According to the author, LinkedIn's online

presentation closely resembles a curriculum vitae, which provides users with specific parts to

include relevant information about their experiences, unique skills, and notable achievements.

As can be seen from the design of LinkedIn, the platform encourages users to carefully

craft their personal branding, asking them to cultivate their identity in designated sections. The

LinkedIn interface specifies the trap for the users and governs their actions on which

information should be shown on the platform. This critique is clearly illustrated through all the

sections that the users are "encouraged" to fill in (e.g., about, experiences, education, licences

and certificates, volunteering, skills, etc.). From the very first stage of registration, LinkedIn

also requires users to provide their name and email address for the purpose of security

verification. The account can only be successfully created after it goes through the security

check step. However, both of these components can still be modified after the account has been

created. The usernames are prominently shown at the top of the profile, followed by the profile

cover and photo. LinkedIn users can also add their nickname to their profile as well as their

pronouns. In order to stand out in the competitive professional market, LinkedIn's platform

vernacular advises its users to use their real names and choose a professionally impressive

profile image (Liu, 2023). In addition, users are encouraged to create a catchy headline and

provide a concise introduction about themselves in the 'About' area to enhance the quality and

visibility of the profiles. As a result, when users complete their profiles with all of the necessary

information, they can create and present an identity that is consistent with how they want other

people to perceive them. Having positive individual self-branding on LinkedIn also influences

the company's exposure (van Dijck 2013, 208). These platform features can be seen as a form

of neoliberalism in the context of professional self-promotion, providing individuals with

chances to personalise their identity in the search for personal satisfaction.

Considering the everyday use of LinkedIn, this platform contains a search bar on top

with all the main features of the platforms (e.g., homes, my networks, jobs, messaging,

notifications, me, for business, and advertising). This user interface design exhibits a noticeable

similarity to other SNSs. Following these specified parts, there is a space for recommendations

that users are encouraged to get from other members of their LinkedIn network.

Located next to the primary layout of the interface are the "People also viewed," "People you

may know," and "You might like" sections. The segments on the right-hand side function as

recommendation algorithms, utilising user data and behavioural patterns seen on the site. The

effectiveness of these suggestions depends on the amount of information provided by the user.

By evaluating a large amount of user data, the platform's algorithm successfully identifies

individuals who share similar backgrounds or interests, increasing the chances of establishing

relationships among users in this professional network. In contrast to typical SNS, LinkedIn

categorises connections into three distinct groups: primary connections, which include current

connections; secondary connections, which refer to connections of one's connections; and

tertiary connections, which encompass individuals with similar backgrounds or who appear in

search results for specific keywords. The distinct characteristics of the platform's interface

enable LinkedIn users to examine and evaluate possible connections before initiating contact

without knowing them beforehand. Besides the personal profiles, LinkedIn users are also

recommended to use the “profile viewers” function, where they have the privilege of knowing

who has viewed their profile. This enhances the chance for users to review potential

connections if their profiles are in public mode. Otherwise, LinkedIn users also encourage users

to use LinkedIn Premium to gain a deeper understanding of industry requirements. This, in

turn, enhances their visibility and improves their chances of spotting suitable professional

matches. Furthermore, LinkedIn also utilises the self-selection process along with algorithm

selection, giving users chances to search for potential connections from the search bar and

narrow down the professional pools to get the best results. These features illustrate how the

design elements of LinkedIn's interface are connected to each other and shape the user

experiences on the platform in relation to the matchmaking mechanism.

4.1.3 LinkedIn’s Social Practices

As stated in the methodology, language serves as both a reflection and an amplifier for

power dynamics and social structures. The user profiles' content significantly influences the

user experience on this particular site. By utilising commonly used terms, individuals have a

greater chance to interact with profiles that share similar backgrounds or interests. Strategic

utilisation of each term or phrase is crucial as they directly impact the outcome that LinkedIn

users can achieve. When viewing the profile of a supply chain specialist, the "people also

viewed" section only suggests profiles that share a comparable background or belong to the

same the company. Simultaneously, the utilisation of keywords also impacts the suggested

content that individuals receive on their home feed. This affordance mechanism enables

individuals to participate in a certain activity on the platform. These activities will directly

influence the user experience in terms of their professional networking opportunities.

According to LinkedIn (2023), your profile, platform activities, job alerts, and job searches

will all play a role in determining your job recommendations. As a result, assessing the data

pertaining to the users' prior experience, skills, and location will determine the employment

position's level. If the users belong to the demographic of young professionals, the job board

will display a greater number of junior positions, including internships and traineeships.

Conversely, if the individual holds a senior position in their industry or background, their

profile will receive more recommendations for senior positions. Besides, during the pursuit of

employment opportunities or recruitment endeavours, LinkedIn users have access to

augmenting their visibility within the job market by employing the #hiring and #opentowork

features. These hashtags function as more than simple labels; they clearly specify particular

job-seeking criteria or employment preferences of individuals on LinkedIn. These capabilities

greatly enhance the ability to personalise and differentiate user profiles, making it easier to

actively promote oneself in the job market. Therefore, the operational algorithm of LinkedIn

embodies neoliberalism principles, influencing the networking landscape and techniques used

by users to connect and discover possible opportunities on this digital platform. These hashtags

and specific job position indications, incorporated with the user profile sections, create the life

cycle of the user-generated content, emphasise the impact of platform vernacular on the ability

of jobseekers, professionals, and recruiters to find suitable matches, and re-shape the

contemporary self-presentation of professional identities.

4.2 Bumble – The Romantic Resume

4.2.1 User Interface and Strategic Personal Branding on Bumble

Bumble was created with the intention of improving the quality of romantic matches

for women by employing a similar matching mechanism as Tinder. In this app, women are

required to initiate the conversation within a 24-hour timeframe. This enhances the app's level

of seriousness in comparison to other LBRTD platforms available on the market. It is not

difficult to create an account on this platform; however, prospective users are “requested” to

in the username and cannot be changed after that, it is not mandatory to use the real name.

Subsequently, Bumble demands that users complete several administrative procedures,

including providing images, specifying genders, selecting a matching mode, and indicating

gender preferences and interests. Simultaneously, the application requires users to upload a

photo "of just you where you can clearly see your face" as a prerequisite for official

participation in the dating game on their platform (Figure 6). All these actions can be seen as

the "demand" element that users must perform prior to executing further action steps. However,

these elements can always be modified once the user profile creation process is done. These

affordances outline the attributes of Bumble, wherein users are required to furnish a substantial

amount of personal information and preferences in order to increase their likelihood of being

matched with potential romantic partners.

Similar to SNS, Bumble strive to foster connections among users and influence their

self-presentation preferences. Nevertheless, these connections are developed from scratch, as

their sole purpose is to facilitate connections between individuals who are unknown with each

other. Consequently, those who use Bumble for online dating can utilise their user profiles as

a means to establish new connections and search for an ideal romantic partner. The structure

and detail of the user profiles are more important to male users, as female users tend to swipe

left or show disinterest in profiles that lack information or have less effort put into their

description and presentation. During the account creation process on this dating platform,

Bumble (2023) also informs users that having a profile with more than three photographs

increases the likelihood of getting a match by 43% (Figure 7). These affordances reinforce the

notion that users should invest time in constructing their profile in order to maximise the

benefits of their engagement. In addition, the app motivates users to fully complete their profile

by displaying the percentage of profile strength, to increase their visibility to others. According

to Pruchniewska (2020), the more detail the profiles are, the more visible they become.

However, it is important for online daters to strategically promote themselves, as the use of

misspelt words or low-quality photographs can still result in a decreased likelihood of receiving

matches on this platform (Ellison, Heino, and Gibbs 2006, 424).

The Bumble user profile is segmented into multiple components, with each section

accounting for approximately 5–10% of the overall profile strength. Unlike typical user profiles

on SNS, Bumble profiles place a significant emphasis on user photographs in their digital self-

presentation. Their first and most impressive photo is always positioned at the top of the profile,

serving as the viewer's first impression. Hence, the first image has to be flawless in order to

fulfil the mentioned criterion (Figure 6). In addition to a limit of six photos, users have to verify

their profile, provide their interests, answer profile prompts, include an opening question,

compose a bio, fill in all basic details, specify their language proficiency and their location,

and link their profile to their personal social media account. Each of these components

enhances the strength of the profile, enabling it to distinguish itself in the dating market. These

are all the artifacts that users can utilise to enhance their exposure and personal branding.

Therefore, the profile sections on Bumble can be seen as the specific environment that shapes

user behaviours on this platform. As users are encouraged to share their Instagram or Spotify

account, it is possible for potential partner to connect with them through the third-party site.

This demonstrates that the interface design of Bumble enables users to surpass the limitations

of their dating profile. Simultaneously, by upgrading to Bumble Premium, users gain access to

an extensive list of individuals who have expressed interest in them, located in the "Interested

in you" section. This section is positioned at the bottom-right of the profile, next to the chat

box features.

Additionally, Bumble users are required to immediately decide when they

encounter another user's profile in order to move on to another profile. In addition, online daters

do not have the capability to perform keyword-based searches for other users. Consequently,

it is crucial for users to showcase their most idealised selves on this platform. If their profiles

are rejected by possible mates, they will not be displayed to them again. Based on qualitative

observation (Table 1), it is noted that Bumble users typically provide limited information about

themselves in the "about me" section. They employ from just around three words, or one to

two sentences, or a paragraph, to convey their identity and intentions on this platform. The

majority of profiles use questions and prompts to enhance their self-presentation. According to

Rodrigues, Cavalheiro, and Prada (2022), “the use of emoji can signal distinct intentions in

first time online interactions” (1). In relation to Bumble, it is understandable that Bumble users

often incorporate emoji in their profile descriptions to create a more appropriate, energetic, and

friendly impression on the reader. Nevertheless, the provided list of samples demonstrates that

not all profiles contain all the necessary information or sections that require completion.

Several individuals solely present themselves through photographs, while others partially

disclose personal information, and only a minority of profiles contain nearly all the necessary

fields. From this standpoint, Bumble users have the freedom to express themselves on this

platform without being constrained by any particular structure. Their language exhibits a casual

and intimate tone. The sentences or self-descriptions are not required to adhere to formal or

professional standards. Bumble users frequently employ a substantial number of first-person

pronouns while portraying themselves. As a result, these communication patterns and self-

presentation strategies can be seen as Bumble’s unique platform vernacular.

It is further interesting to note that, in the “my basics” and “my interests” sections,

Bumble provides users with a set of options that they can display on their account. There is

always a single term or phrase that can accurately define their current condition, as well as

provide information about their basic interests and personal details about them. Users have the

ability to select the specific information they want to show about themselves. To elaborate

further, it is not mandatory for online daters to display all of them. Therefore, it seems like

these features of Bumble do not directly affect their profile visibility. In the basic information,

the Bumble profile advises users to include several elements, like height, exercise habits, star

sign, education level, lifestyle, and preferences in potential partners. Based on this data, other

users can readily obtain a comprehensive understanding of the current preferences and

viewpoints of these Bumble profiles, including their opinions on significant subjects like

children, religion, and politics. As this area is not entirely user-generated information, users

only need to choose the appropriate option for them. The platform also uses symbols to visually

represent these chosen choices. These symbols serve as the "signifier", representing a physical

representation that conveys the meaning of the chosen options (McQuail and Deuze 2020).

Simultaneously, they also convey the underlying meaning or idea behind the actions users often

take or should take when seeking possible partners. These specific features are crucial in

proposing and selecting the most suitable profile for individual users, as Bumble further

emphasises that the platform actively learns user behaviours to enhance the recommendation

algorithm (Bumble 2023).

4.2.2 The Social Practices of Bumble

Within the framework of neoliberalism, Bumble places significant emphasis on the

construction of an idealised self-identity on their platform by means of user profiles. User

profiles serve as a medium of communication and enhance connections between unfamiliar

individuals on this dating platform. Regardless of the dating preferences of the users, Bumble

users nevertheless prioritise their personal branding on this platform. Despite the limited visual

representation, they ensure to provide sufficient basic information about themselves or respond

to prompt questions, and vice versa. Simultaneously, when assessing the chosen user profiles,

it is evident that Bumble places significant importance on the users' location. Bumble not only

requests the users' current location, but also offers real-time location updates when they visit a

new spot. In addition, the application only provides matches within the predetermined

geographic limits that users established prior to viewing any profiles. Furthermore, the app's

reminder messages in the notification centre clearly indicate Bumble's strong preference for

female users to initiate the conversation with new matches. Each of these components

introduces individuals to an entirely new realm of dating and matchmaking processes.

Individuals using dating applications are not obligated to maintain physical proximity, share a

social circle, or maintain a consistent social network in order to meet potential partners. Instead,

they can get to know anyone at any time digitally. In addition to fostering common values

among online daters, the matching mechanism of Bumble shortens the get-to-know-one-

another period by requiring users to share nearly all relevant details on their user profiles.

Overall, these elements strengthen the platform's algorithmic culture in implementing the

matching process.

4.3 Bumble and LinkedIn – The Connection and Similarities between Two

Platforms

According to the study analysis, platforms such as LinkedIn and Bumble strengthen

and improve the process of connecting strangers inside the online community. By employing

a distinctive platform vernacular and interface design, they effectively meet the fundamental

requirements of users by offering diverse experiences and services on their platform. Users

successfully develop expertise in the art of self-promotion and self-presentation while

marketing themselves to potential stakeholders. The examination of LinkedIn reveals that

through the use of shared terms, phrases, and connections with individuals from similar

backgrounds, it significantly improves the chances of users finding suitable matches. The

platform algorithm is continuously acquiring knowledge about user behaviours in order to

provide tailored recommendations for certain career positions or profiles of interest. This

recommendation system operates by taking into account user preferences, such as their

industry, abilities, numerous interests, and real-time locations. Considering this platform

algorithm, it can also be seen on Bumble since this dating application also prioritises

connecting people that have the same interests or similar backgrounds. Besides, LinkedIn also

promotes the completion of all profile fields, which have some resemblance to the Bumble

profile section. While LinkedIn users display their professional background, expertise, and

accomplishments to the public, Bumble members depict themselves with current

interests, basic details, and their opinions on significant topics such as children, religion, and

politics. Take into account another form of media, such as profile images. It is important

to consider both LinkedIn and Bumble profile pictures as crucial elements for digital self-

presentation since they both contribute towards the creation of the first impression on potential

viewers. Simultaneously, individuals must provide a profile summary or "about me" statement

on both sites to offer a first sense of their identity and personal values or traits. These aspects

demonstrate how the user profile of Bumble aligns with the digital resume concept of LinkedIn

and utilises it as a primary communication tool for forming new connections on the site. In

addition, the use of user profiles and premium features further highlights the parallels in the

matching algorithms of both sites. Furthermore, it is intriguing that the LinkedIn platform

vernacular resembles the matching mechanism of Bumble by utilising the user data to find and

recommend prospective employers, colleagues, and employment opportunities. Both LinkedIn

and Bumble users have the ability to connect with individuals who share similar interests, and

initiate conversations with them using the messaging feature. Simultaneously, in the event that

one of the connections fails to react or does not come across the other profile on a particular

website, it is also feasible for them to establish contact with each other through a third-party

website by providing supplementary information, such as their email address (on LinkedIn) or

their Instagram account (on Bumble). Due to these reasons, the matching algorithm attempts

to pair individuals who share similar interests rather than randomly selecting a person from

their user pool.

Both platforms necessitate users to construct an idealised digital portrayal of

themselves when it comes to self-presentation. However, it is important to note that individuals

cannot construct an entirely distinct persona on both platforms, as both platforms demand the

presentation of authentic characteristics in user profiles. This entails verifying one's identity

using real-time photographs (on Bumble) or past certificates and accomplishments, as well as

recommendations from other users (on LinkedIn). These user profiles also function as a means

of personal branding, allowing users to present themselves to the public in the desired manner.

Users must establish a profile that satisfies their individual requirements while also adhering

to societal standards in order to remain up-to-date and popular in the market. Furthermore, the

platform affordances and the users' expectations regarding their content preferences when

engaging in online activities have an impact on these profiles on both platforms. For example,

LinkedIn users are discouraged from providing flawless data on this platform, as it would be a

big minus in enhancing the matchmaking opportunities among them and potential professional

partners. As a result, these platform vernaculars and affordances clearly reshape the self-

identity of oneself online. Under the governance of the platform interface, the user profile on

both platforms moves beyond just a normal CV. Through one's digital self-presentation,

individuals can determine whether they are an ideal fit for them or their firm. This partially

demonstrates how LinkedIn resonates with the matchmaking mechanism of Bumble and can

be used as an extension of the LBRTD app. Furthermore, it exemplifies how Bumble has been

employing the concept of an idealised user profile as a romantic curriculum vitae to seek

prospective partners.

5. CONCLUSION

By conducting qualitative research, this study explores two distinct case studies of the

functionality and user experiences of LinkedIn and Bumble, revealing interesting similarities

in their matchmaking mechanisms as well as the importance of the idealised self-identity

construction on these sites. This analysis highlights the significant role of platform vernacular

on LinkedIn and Bumble, which greatly influences how users engage with each other and

contributes to develop their digital identity on both platforms. Research indicates that LBRTD

platforms, such as Bumble, utilise user profiles to create a digital romantic résumé, facilitating

romantic connections among users on their platform. Simultaneously, LinkedIn, the platform

for professional networking, employs the same matchmaking logic to connect professionals

with prospective employers, organisations, or like-minded individuals. Both platforms

effectively incorporate the limitations of time and space to maximise the individuality of users

and the need for an idealised representation of oneself to enhance visibility on their platforms.

In other words, both Bumble and LinkedIn prioritise the idea of self-branding within the

framework of neoliberalism to optimise matching possibilities for their users. LinkedIn and

Bumble users are incentivized to actively cultivate connections and seek compatible partners

in personal and professional domains through the provision of comprehensive personal details

along with beneficial platform features. Therefore, user profiles are essential for creating an

ideal personal brand, enabling users to accomplish their ultimate goals. In addition, users have

effectively identified suitable methods to curate an appealing profile picture, create intriguing

bio descriptions, and strategically utilise particular phrases or content formats to maximise their

suitable matches. Although users might not fully understand the platform's strategies for

matching people, the platform vernaculars, affordances, and essential social and political

dynamics work together to create social value and enable smooth connections among users

within the shared digital environment. This research also highlights the substantial impact of

these platform vernaculars in determining user behaviours, emphasising their role as

facilitators of social contact, sharing of information, and the creation of a virtual identity

landscape. By gaining a comprehensive understanding of these dynamics, it provides valuable

insights into the complex nature of online networking platforms and their socio-cultural

implications for contemporary digital identity and intimate as well as professional relationships.

As receiving intimate messages and connection requests on LinkedIn has long been a

controversial discourse on different forums, such as Reddit, this research has effectively

demonstrated the parallels in the matchmaking mechanisms of two specific platforms,

LinkedIn and Bumble. This was accomplished by conducting an in-depth analysis to examine

the practices of recurring patterns and personal branding techniques on such site. As a result,

in the field of media studies, this study has significantly indicated how the platform vernacular

of LinkedIn has resembled the matchmaking mechanism of Bumble and, conversely how

Bumble has utilised the concept of having an idealised self-identity in enhancing the

matchmaking opportunities. Regarding future study, it would be beneficial for scholars to carry

out quantitative research on the aforementioned subjects, focusing on the psychological aspects

of media users to explore the underlying reasons for the notable attraction towards utilising

LinkedIn for online dating.

ACKNOWLEDGEMENTS

My deepest appreciation goes to Dr. Steve Jankowski for his support at different stages of

the writing process. I am also grateful to the two anonymous reviewers who provided valuable

recommendations and advise throughout various versions of this paper.

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ResearchGate has not been able to resolve any citations for this publication.

Google Maps’ COVID-19 layer as an interface for pandemic life

Article

Full-text available

Dec 2022

Alex Gekker

The paper explores Google Maps’ COVID-19 layer, a special feature launched by the cartographic platform in September 2020, and shut down two years later. Through the reading of promotional corporate blogposts and interfacial analysis of the layer, it critiques the layers' mediation of the pandemic, caught between public health needs and Google's overarching ethos. The analysis underscores three central claims: that interfacial choices endemic to the layer impose certainty and reduce necessary user hesitancy; promote data commodification regardless of its pandemic need; and stake unnecessary exceptionalism to the pandemic-spcecific information rather than integrating it into the maps’ existing hybridity. The paper ends with design recommendation for a better COVID layer, centered around bottom-up community practices, higher degree of personalisation, and increased friction.

Emoji As Icebreakers? Emoji Can Signal Distinct Intentions in First Time Online Interactions

Article

Full-text available

Feb 2022

Very few studies have examined if emoji play a role in first-time interactions and whether their use conveys information about relationship initiation intentions. In two experimental studies (N = 758), we explored if using different emoji to initiate interactions with strangers on Facebook and Tinder were perceived to signal distinct intentions from the sender (Studies 1 and 2) and which emoji (if any) would be used to convey distinct intentions when sending a message to a stranger (Study 2). Results from Study 1 showed that participants perceived messages with 😊 (or without emoji) to signal friendship intentions, with 😊 (or 😏) to signal romantic intentions, and with 😏 (or 🍆) to signal sexual intentions. Results were consistent across social platforms. Study 2 replicated the results regarding the impact of emoji use on perceived intentions. When asked to take the sender’s perspective, participants selected 😊 for friendship intentions, 😊 or 😘 for romantic intentions, and 😏 for sexual intentions. Still, about one-third of participants chose not to include emoji in initial interactions. Taken together, these findings suggest that emoji play an important role in online interpersonal communications and potentially shape the initiation of new relationships.

Neoliberalism and authoritarian media cultures: a Vietnamese perspective

Article

Full-text available

Jan 2022
MEDIA CULT SOC

This study asks how the concept of neoliberalism can be adapted to a critical analysis of authoritarian political and media cultures that cannot be adequately understood through the Western-centric narratives that dominate the literature on neoliberalism. We examine the case of Vietnam, a country where the relationship between the media system and the political system is defined primarily by the power of the party-state autocracy. We explore the extent to which neoliberalism is a useful theoretical category for grasping the relationship between state, market, and civil society actors in Vietnam, especially as it relates to the media system. Supported by an analysis of how Vietnamese news media cover healthcare and education for people with autism, we conclude by extrapolating three theoretical-methodological guidelines that will be useful to researchers examining the relationship between neoliberalism and authoritarian political and media cultures in different countries.

‘We went from the anonymity of the internet into my private WhatsApp’: Rituals of transition among dating app users in Berlin

Article

Full-text available

Jul 2021
NEW MEDIA SOC

Fabian Broeker

This article focusses on the courtship rituals and practices of intimacy among young dating app users, aged between 20 and 33, in Berlin. Dating app users participate in ‘rituals of transition’ as they signal mutual interest and heightened intimacy by moving conversations from dating apps to social media messaging platforms such as WhatsApp. These rituals of transition play a far more prominent role in signalling romantic interest than the matching-mechanisms inherent in the design of dating apps. Drawing on ethnographic data incorporating 36 semistructured interviews and 45 chat interviews across three popular dating apps, Tinder, Bumble and OkCupid, the study finds that users code the apps installed on their smartphones as hosting spheres of varying intimacy. These spheres are substantiated through the infrastructure of notifications on users’ devices. Rather than drastically altering how users communicate across different apps, rituals of transition are a key moment of communication in themselves.

The Kids Are Online: Teen Social Media Use, Civic Engagement, and Affective Polarization

Article

Jul 2023

Teen users outpace adults in social media use across several platforms. Though much scholarship has considered the negative effects of social media use on teen well-being, this study considers how participation on Twitter, Instagram, Facebook, and TikTok is influencing teens’ political interests and behaviors. Compared to traditional resources, we find that social media use across these platforms positively correlated with political interest and civic online and offline engagement, while Twitter and Facebook use had positive relationships with affective polarization. TikTok and Instagram each correlated with higher levels of interest and civic engagement, and the platforms had no relationship with polarization. We discuss these implications and what they mean for political participation among teens online.

Content Analysis: An Introduction to Its Methodology

Book

Jan 2019

Klaus Krippendorff

Interface critique at large

Article

Nov 2022

Michael Dieter

This article considers how the pursuit of problematization advocated by Agre’s concept of critical technical practice has been articulated in relation to the increasing proliferation of interfaces across everyday life. While the ethos of Agre’s work to bridge the split identity of critique and craft can readily be found in reflexive design or software art, these cases are not always situated within broader ecologies of practice that also grapple with the asymmetries and exploitative aspects of interface design. Drawing from software studies and media theoretical accounts of the interface as a fluid milieu, I provide a navigational matrix to contextualize modes of interface critique at large, namely specifying traps and enclosures, surfacing asymmetries and augmenting alternatives. I argue, finally, that these modes provide an invitation to develop new metacritical theories and common capacities, particularly through the possibilities of grappling with systems of domination otherwise built to prefigure our experiences of them.

Sharing and social media: The decline of a keyword?

Article

Mar 2022
NEW MEDIA SOC

Nicholas A. John

This article revisits claims made a decade ago about the importance of the word “sharing” in the context of social network sites (SNSs). Based on an analysis of the home pages of 61 SNSs between the years 2011 and 2020, the findings incontrovertibly show that “sharing” has lost its central place in the terminology employed by social media platforms in their self-presentation. Where in the mid-2000s SNSs relied heavily on a rhetoric of sharing to promote their services, by 2020, this rhetoric had been almost entirely dropped. The research reported here implies that social media platforms no longer feel a need or desire to be associated with these cultural beliefs. Given this, questions are raised as to whether “sharing” remains a keyword for social media.

“Shifting old-fashioned power dynamics”?: women’s perspectives on the gender transformational capacity of the dating app, Bumble

Article

Nov 2021
Fem Media Stud

Digital dating apps have impacted contemporary intimacy. One popular app, Bumble, claims to be “shifting old-fashioned power dynamics” by requiring women to “go first” in conversations with “matched” men. Drawing on focus groups with predominantly white, university-educated women who have used Bumble, this article articulates the challenges to gender norms during app use. Bumble provided a safe space to subvert gendered expectations, gain confidence to initiate conversations and appreciate the societal expectations often put on men. Contributing further to feminist media scholarship, we critique Bumble’s advertising as articulating a post-feminist sensibility and expose the limits of the transformations such a sensibility claims to herald. Our focus on women’s understanding and experiences of the app gives essential insights into how technological design challenges, to some extent, the existing gendered patterns while also creating tensions between such challenges and women’s internalized gendered behaviors and expectations.

Branding in social media. Using LinkedIn in personal brand communication: A study on communications/marketing and recruitment/human resources specialists perception

Article

Jun 2021

Due to the growth of Web 2.0, the fact that all the activities transcend from offline to the online environment and the control of your information is more complicated; personal branding comes into play. This study aims to investigate the importance of developing, maintaining, and promoting the professional identity on LinkedIn of a communication and marketing specialist and show their perception on which aspects are essential for hiring someone for such a position. Also, this study investigates the attitude of recruitment and human resources specialists towards the development of a personal brand on LinkedIn and the criteria used in evaluating a communication and marketing specialist. Quantitative research based on two questionnaires was used to understand the perceptions of the study participants. The results indicated that social media networks are a useful tool for developing a personal brand, but communication and marketing specialists show an average involvement. Likewise, recruiting specialists have high expectations, while communication and marketing specialists are using the same methods for self-presentation.

"You have 1 new match!": Making sense of matchmaking affordances and ideal self-identity construction on LinkedIn and Bumble

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