DISCOURSE STRUCTURE OF GENDER DIFFERENCES IN FLIRTATION AND SELFPRESENTATION ON NIGERIAN DATING PLATFORMS

Abstract

This paper presents the discourse structure of gender differences in
flirtation and self-presentation on Nigerian dating platforms such as
the afrosmeet, afro-introduction, nexus (for specific group), mama
connect and olosho dating among others. The dating platforms are
designed to accommodate both male and female customers who are
looking for relationship partners either on casual, deep or specific
interest, consequently, language use on the platforms is civil, social
and persuasive. This paper demonstrates that gender differences in
flirtation and self-presentation on Nigerian and similar dating
platforms are shaped by traditional gender roles and
expectations. Women’s emphasis on visual attractiveness and men’s
focus on status and interests reflect broader societal norms and mate
selection strategies. While both genders engage in strategic selfpresentation and some level of deception, the motivations and
methods differ, with women prioritizing physical appeal and men
emphasizing achievements and status. Content analysis of expressions
used on the dating platforms was carried out using general discourse
analysis framework. The finding reveals that gender differences in
flirtation and self-presentation on Nigerian dating platforms largely
mirror global trends, with women emphasizing visual appeal and men
focusing on status and interests. Both genders strategically manage
their profiles to maximize attractiveness, shaped by enduring gender
norms and user motivations.