The book is steeped in pop culture, featuring examples from the “the paradox of choice,” the differences between “companionate” and “soul mate” marriages, and a generational conversation spurred by a visit to a retirement community. He also dives into the sociological theory at play, discussing Ansari addresses the effects of technology on modern relationships with an amusing historical overview, beginning with the classified ads and video dating services of the 1980s and ’90s, before chronicling the rise of industry giants such as and Tinder. This book collects the insights gleaned from a variety of research methods: focus groups in major cities around the world, crowdsourcing on the website Reddit. Inspired by his own romantic woes, comedian Ansari teamed up with sociologist Klinenberg in 2013 to design and conduct a research project to better understand the dating game as it’s played today.
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