Self-presentation Strategies Among Tinder Users: Gender Differences in Russia

Abstract

The research outlines major self-presentation strategies and gender patterns of the online dating application Tinder users in Moscow. Authors conducted the case study and analysed 400 profiles of 20–40 years old female and male app users. Upon the content analysis, few patterns of gendered self-presentation were depicted, explained further through the prism of gender roles theory with the focus on the dominant cultural traits in modern Russia.