Love as a marketable commodity is by no means a new concept. The digital dating breadcrumbs left behind require attention. You might also want to consider in advance what to do with the content if the relationship falls apart – will it be an erasure of the evidence? Or a public statement announcing the end of the relationship? You might want to follow one of the many “Insta-official” internet guides which handily outline the best way to launch and document your relationship on social media. If you’re looking to dive right into the new trend of social media relationship documentation – caution, you’re entering a maelstrom of complex relationship milestones. Not only is it a way for media and tabloids to report on celebrity relationships, but it’s become a widely used tactic for regular people to broadcast to families, friends and followers their intimate lives. It might seem another strange social media phenomenon, but it’s a noteworthy cultural episode. You’ve most likely seen examples of celebrity hard or soft relationship launches discussed in the media, and copied by regular people on their own social media. A language which is highly nuanced, and interlaced with semiotics, gender scripts and cultural capital. The internet, and platforms like Instagram and TikTok, give rise to a new visual language of relationship milestones. Love, labour and the consumer marketplace have always been intrinsically linked, and the evolution of “public dating” via social media documentation is worthy of investigation. The soft and hard launch trend combines both. Social media oversharing has become a commonplace occurrence – and the trend of PR speak creeping into the realm of relationships and intimacy is only growing. In fact the Facebook relationship update could be described as somewhat passé, replaced instead by a new form of social media relationship documentation – the “soft” or “hard” launch. The days of speedily updating your Facebook status the moment a new relationship is made official are long gone.
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