The Platformized Matchmaking Labor

Across a wide range of cultural and socio-political contexts, matchmaking has been valued as a legitimate profession that involves labor and remuneration in cultures. It represents the long-lasting commercialization of effective intimacy building. In the era of algorithms and platforms,the emergence of modern matchmaking, such as in mobile dating apps (MDAs), showcases the impact of platformization and suggests that traditional matchmaking labor relations have shifted in MDAs and modern matchmaking approaches. Thus, with this paper, we ask in what ways contemporary dating practices essentially reinterpret the dated pattern of matchmaking in digital environments and shift its labor aspects. We aim to coin a new category of labor that includes the interplay of traditional cultural matchmaking practices in the concrete social-cultural context of China and the platformized infrastructures for dating. Through this, we surface new dynamics in digital labor and the commercialization of intimacy. Our research underlines the need to study intimate media’s role in its specific cultural contexts.