“This Service Will Online Date For You — But It'll Cost you” — Vice News, 2019, 7:54 — https://www.youtube.com/watch?v=8yCfvibOoyA

Online dating is a lot of work but thankfully services exist to make it easier. ViDA (virtual dating assistance) will create and optimize your dating profile as well as message and arrange your inperson dates. They basically do all of the emotional labor for you prior to the first meeting, and they’ll help you present your best self in your profile. Sociological research by Monica Whitty tells us most daters tactfully over and under report their characteristics (height, weight, income, age, etc.) but this service takes it to another level. Here we see style consultants, photo shopping, and the outsourcing of flirting. I think Erving Goffman would have a field day with this idea. “Sign equipment” here includes fancy clothes and puppies as these props help present a desirable self to others. Another interesting observation here is that the company essentially makes you look and act like everyone else. Instead of conveying the characteristics that make you special or unique, your profile conforms to whatever had worked well in the past or whatever has been a success for others.

Why do we view dating as “work”? And what do you think of this service? Is it deceptive or unethical? Or is it a smart new way to facilitate personal contact in the busy, modern age? If you found out you’re dating someone who uses this service, what would you do? Do you think this service results in happy relationships?

From the video’s description: ViDA Select is the biggest virtual dating company of its kind. Over a dozen consultants work together to curate your profile for you, and they even flirt with your matches on your behalf. VICE News’ Evan McMorris-Santoro put the service to the test.