Coffee Meets Bagel: Application of Meikle's Theory of Social Media (Post 9)

 Application of Meikle’s Theory of Social Media

            Meikle’s theory of social media has four elements to it that are represented by Coffee Meets Bagel. The four elements are the socio-technical affordances, the business model and corporate practices, the organization, and the cultural practices of Coffee Meets Bagel. Beginning with the socio-technical affordances, Meikle states that all social media relies on a specific set of these to be identified as a form of social media. For Coffee Meets Bagel, their socio-technical affordances come from their platforms reliance on users to use their app in its intended way to generate the intended outcome. The users must use the app to like and chat with potential matches before ultimately going through with plans to meet them in real life. The second part of the theory revolves around the platforms business model and corporate practices. The business model promotes itself as different from other dating applications due to the fact that it does not support a swiping-based system. It is designed to have their users spend a limited amount of time on the app, by providing users with a small selection of potential matches per day to promote quality of matches over quantity. For organization, its user interface is arranged in an easy to understand way that is relatively similar to other dating apps. The main difference is that its organization revolves around their lack of swiping mechanics that are typical of its competitors. Lastly, their cultural practices follow the basic like or pass and match and chat systems of hookup app culture, while also requiring users to follow basic social guidelines when interacting with one another. The overall aim is still to turn online socialization into real-life interaction.

Works Cited

Herman, A. (2021). Social Media and Social Life [PowerPoint Presentation and Lecture].

https://mylearningspace.wlu.ca/d2l/home/400172

Meikle, G. (2016). Social media: Communication, sharing and visibility. Routledge.

https://mylearningspace.wlu.ca/d2l/le/content/400172/viewContent/2606707/View

 

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