The Outsourcing of Online Dating: Investigating the Lived Experiences of Online Dating Assistants Working in the Contemporary Gig Economy

• Main Authors: Annisa M. P. Rochadiat, Stephanie Tom Tong, Jeffrey T. Hancock, Chloe Rose Stuart-Ulin
• Format: Article
• Language: English
• Published: SAGE Publishing 2020-09-01
• Series: Social Media + Society
• Online Access: https://doi.org/10.1177/2056305120957290

A small cottage industry emerging within the larger gig economy is online dating assistant (ODA) companies that allow paying clients to outsource the labor associated with online dating, including profile development, date selection and matching, and even interaction (i.e., ODAs assume their clients’ identities to exchange messages with other [unsuspecting] daters to secure face-to-face dates). The newness of this industry presents an opportunity to investigate the lived experience of remote employees working in an up-and-coming virtual organization. Through interviews with six ODAs, we explored motivations, day-to-day workflow, and development of work identities. Analysis uncovered unique challenges ODAs faced when performing the “human-based” tasks of online dating, which differed starkly from other popular services being bought and sold in the gig economy (e.g., rideshare, food delivery). Findings also show how ODAs engage in pragmatic and critical sensemaking as they navigate the specific challenges associated with ODA labor, and those created by remote work and gig labor, more generally.