Let me fall in love. Let me meet that tall, dark and handsome prince who will carry me to his castle on a sparkling Colgate horse. Let me feel consumed, and let me consume in turn. Let me feel the need to prink and to prune like the amorous powder pigeon.
The decision has been made: here and now, I shall fall in love, and passionately so. Now, if I could only choose upon the site. Match.com is nice, e-harmony too, zoosk is free, but perhaps I need something more specialized than that. Something like beautiful.dating or IQmatch? I have money to spend, now all that’s left to do, is to choose the algorithm of my love. At a click of a button, and I have access to the shelves of men, or women if I so prefer. Married, single, tall and short, there is one for every mood. A simple affair, or even marriage I’ll say. Dating sites truly are entertainment at my command.
Mass consumption has before been read in the light of seduction, but dare I say that seduction has faded from the plane of love? When we look upon the dating profile, we see all the attributes from eyes to income, we decide upon the partner that we want, and we click in response: a wink, a like, a fan? Each click of the finger is a new sentiment of approval. And each is bought with petty cash.
The love-starving singleton finds working for the means of consumption so consuming of time that we don’t have enough to find the love that we hunt. And so we pay. We pay for the match-making algorithm. Pheromones, desire, passion and tearing are devoured by time and replaced by numbers and money. Time is money, they say, but then does math equal love?
Online dating is the mass consumer’s answer to the necessity of breeding. We go online, enter our criteria for the perfect mate, enter interests and hobbies, and with the swipe of a card, we are matched with our equal. Love has turned to a matter of simple algorithms and the little penny. You pay for what you get, and obviously, the best men are on the most expensive sites. It is only common sense to invest the petty mammon in my future spawn.
Do not be cheap in love! Pay 10s, 20s, perhaps even 30s of Great British Pounds a month to meet your match – because you are worth it. What does this mean? We pay and expect value for our money. It is certainly not the services on the site we pay for: all are slow, heavy and with embarrassingly poor email applications. We pay for the partner. We pay for the hope of love. What does that mean? If we don’t pay, we don’t find love? And what kind of love is really a love that is paid for: prostitution comes to mind..
Softer claimed; a designer love (check the boxes, please); it is the chilled thoughtfulness of chosen designs, not unlike a subway sandwich (which dressing do you want with that?). I’d like my man with the softness of mayo and passion of chilli, please…and extra cheese, please. What does this mean? Where are we going? Why are we not stopping working in order to find the love we so hunger for? We say we don’t have time, and then we pay to find a quicker love. We pay because we are too busy earning money.
The passionate love continues to be the aim of the 21st century match-seeker. An impossible task when seduction has been placed within the frame of capitalism – I want only store-bought passion. In mint condition, please! No muss, no fuss. Let me unwrap him and see perfection. Keep cool. Consume within three months after opening. Ack, he went stale. It is time to get another. For the early 21st century match-seeker, the means is capitalism.
My lover and I, we are both out there. Now we must sync up our pattern of consumption so we can meet.