Abstract

This chapter starts with an excursus on the meaning of the term ‘partner market’, due to the fact that there is little systematic conceptualization of either ‘partner market’ in empirical research, or of the basic term ‘market’ itself in sociology as a whole. Deriving a Weberian concept of the market as competition for exchange chances, a relational definition of the partner market will be developed. Based on this definition, and findings from research and qualitative interview material, it will be shown that online dating markets are not at all an exceptional phenomenon in the context of couple formation. It will be shown that dating site can be analytically located within a continuum alongside conventional partner markets such as night clubs, offline ‘lonely hearts’ ads and speed dating events. Online dating sites seem to be, in comparison to other contexts of interaction, strongly structured by market principles such as competition for partners, induction of conscious rational mate choice, and exchange logics. Thus, it will be argued that the ‘real type’ market of online dating can be seen as being especially close to an ‘ideal-typical’ partner market and, thus, as a paradigmatic textbook example for analyses in the tradition of individualistic mate choice.

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