In an age where romance seems to have become a game of swiping right, dating apps have redefined the way people look for a partner.
But under the promise of immediate connections, a disturbing phenomenon emerges: swiping addiction.
Not only does this behavior transform love into a disposable product, but it also questions our ability to build meaningful relationships in a world of infinite choice.
From traditional courtship to algorithm: a revolution in relationships
By: Gabriel E. Levy B.
The phenomenon of swiping, understood as the repetitive and compulsive act of swiping on dating apps, has transformed the dynamics of contemporary courtship, turning it into an experience mediated by technology and governed by immediacy.
According to sociologist Eva Illouz, dating apps not only commodify love, but reduce it to a fleeting consumer experience, where human connections are fragmented into profiles and algorithms.
Along these lines, psychologist Adam Alter, author of Irresistible, highlights that these platforms are designed to generate addictive behaviors through intermittent reinforcement, a mechanism that keeps users in constant search of new emotional rewards, in this case, “matches”.
Swiping perpetuates a reward cycle that can increase personal dissatisfaction and distrust in relationships.
Exposed to an avalanche of options, users experience the well-known “paradox of choice,” a term coined by Barry Schwartz, which leads them to avoid committing and perpetuate the search for an ideal partner.
This context fosters increasingly superficial and depersonalized relationships, weakening the human bond. Thus, swiping is not only a cultural phenomenon, but a manifestation of how technology transforms our most intimate relationships, promoting a hedonistic and disposable approach to modern love.
An industry strategy
The arrival of dating apps such as Tinder, Bumble or Hinge marked a before and after in romantic dynamics.
Inspired by the logic of consumer algorithms, these platforms promise to connect compatible people with just a few flicks of the thumb.
According to Eva Illouz, author of The Consumption of Romantic Utopia, these tools not only facilitate encounter, but also turn love into a market good, subject to optimization and consumption criteria.
However, the psychological impact goes beyond convenience. Every time a user gets a match, their brain releases dopamine, a substance related to pleasure and reward.
This generates a cycle of continuous search for that pleasurable sensation, a phenomenon known as ‘ intermittent reinforcement’, an unpredictable stimulus that keeps the individual hooked.”
Swiping isn’t just a trivial action; It is an experience full of expectations, rejections and small doses of euphoria.
More choices, fewer compromises: the contemporary dilemma
Barry Schwartz, in his book The Paradox of Choice, points out that having too many choices can paralyze the ability to decide and diminish satisfaction with any choice made.
This principle resonates strongly in the world of dating apps, where the possibility of finding “something better” perpetuates a state of constant dissatisfaction.
Rather than seeking stability, many users prefer to navigate an ocean of possibilities, avoiding any kind of emotional commitment.
This “next swipe” mentality not only reflects a fear of commitment, but also a depersonalized view of relationships.
Digital interactions can strip relationships of their human dimension, transforming them into superficial transactions.
In addition, the apps encourage an idealized view of people through carefully curated profiles, which often leads to disappointments when faced with reality. The superficiality of these interactions reinforces the perception of relationships as ephemeral and easily disposable.
Swiping Addicts: Stories of a Fragmented Love
Swiping addiction isn’t just a theory; it is a reality that affects thousands of people.
Statistics back up these experiences. According to a study published by the Journal of Social and Personal Relationships, 50% of active dating app users admitted to feeling more frustrated than satisfied with their interactions.
In addition, 30% acknowledged that frequent use had made it more difficult for them to trust people outside the digital realm.
The loss of the courtship ritual
Human contact has historically been the central axis of the courtship process, a space where emotional connection, non-verbal expressions and empathy build meaningful relationships.
However, increasing technological mediation, guided by algorithms, is transforming this ritual into a mechanized interaction.
According to Sherry Turkle, author of Alone Together, reliance on digital platforms can erode our ability to relate authentically, as apps prioritize superficial criteria such as appearance and predefined interests, leaving out the richness of human experiences.
This tendency not only limits the emotional depth of relationships, but can also affect the emotional stability of individuals, by fostering a sense of disconnection and constant rejection.
The algorithms, designed to maximize engagement, drive addictive behaviors that reinforce unrealistic expectations, perpetuating cycles of frustration and loneliness.
By dehumanizing interactions, people risk being reduced to profiles and metrics, losing sight of the complexity of human emotions.
As Eva Illouz points out, this commodification of love turns relationships into transactions, undermining the sense of intimacy and belonging that is crucial to emotional well-being.
Therefore, revaluing human contact in courtship is not only a romantic issue, but a necessity to preserve our humanity in an increasingly digitized world.
In conclusion, swiping addiction is a reflection of the contradictions of contemporaneity: we seek meaningful connections in an environment designed for immediacy and ephemeral gratification.
This phenomenon not only disconnects us from others, but also from ourselves, fueling chronic dissatisfaction.
Although dating apps offer new opportunities, they also challenge us to reconsider what we are really looking for in a relationship and how we can find it in a world that demands us to choose non-stop.
