Grand romantic declarations, American-style “dates”, bouquets of flowers and floods of emotions with hints of marshmallow: that’s it, season 3 of love is blind is available on Netflix since October 19.
The flagship reality show from the production company Kinetic Content took the Internet by surprise during the first confinement, two years ago, with a simple principle: around thirty men and women, heterosexuals, meet during speed dating blindly, each talking in soundproof capsules where they can only hear the other. The suitors only meet when they propose to each other. Weeks of cohabitation between the newlyweds follow, up to the altar, with, in passing, arguments, slamming doors and deceptions filmed H24.
love is blind isn’t the only reality show where contestants aim to find love: on television, it’s a fairly old concept, as evidenced by the nostalgia for shows like Turn merry-go-round. More recently, the success of Love is in the meadow – whose seventeenth season (!) is currently being broadcast – or Married at first sight on M6 have proven that programs focusing on (more or less) romantic encounters have managed to make a good place for themselves in the hearts of viewers. New concepts are still emerging. This Wednesday, Dating With Dogs arrives at 9:05 p.m. on TFX. Singles will meet their suitors by only having access to the profile… of their pet. Thirteen countries have put an option to adapt this French creation imagined by Coyote.
To these programs must be added the contribution of Netflix. The platform has multiplied like hot cakes in our homes these programs with more or less original concepts: High Voltage Seduction, The Ultimatum, Dated & Related… Whether the candidates come to find love or to test the solidity of their couple, they are sure to navigate between great moments of chill and betrayal, from tears of joy to the crying of crocodiles, all to dramatic music. It doesn’t take much for us to get out our plaid and our popcorns.
Love, a marketing concept with well-defined codes
“The question of love is a television concept that works better than others. It’s like food: in both cases, these are programs that concern everyone, “explains the semiologist and media analyst Virginia Spies. The latter speaks of these shows as the pinnacle of “telemarketing”, perfect for slipping in a few pages of advertising or product placements, and for hooking viewers capable of watching the adventures of young couples for hours.
“These are models that we know well: these codes are practical for production, broadcasters and advertisers. They are like characters that we are going to follow,” adds Virginie Spies. The sportsman, the bimbo, the romantic, the shy… So many clichés to which we like to subscribe and see evolve over the episodes.
Love, this universal feeling, which unites all human beings… But especially if they are heterosexual, white and very beautiful. Because these programs, and particularly those produced in the United States, are filled with very specific codes: here again, the men propose and the women dispose, and it is generally up to them to initiate grand romantic gestures. On the women’s side, they are expected to be prepared, open about their feelings, but above all ready to become perfect wives and mothers. Very quickly, they can be shown as jealous, possessive, hysterical. Moreover, in the castings of these programs, there are very few LGBTQ + candidates.
“These kinds of programs talk a lot about the society in which we live: you have to be in a relationship to be fulfilled, to have certain criteria…”, adds Virginie Spies. The American versions also play a lot on virginity, abstinence, emotional connection: in short, hide this sexuality that I will not be able to see.
The more the concept is twisted, the more we love
The success of these reality TV shows can be explained, according to Virginie Spies, by the fact that they are always somewhat the same: “They evolve or change a little, they are for example more and more playful, oriented towards entertainment … But they remain fixed enough to appeal to the greatest number and to all ages”.
Over the years, more and more complex concepts have been born on our small screens: lie detectors to test your couple in Amor con fianza (entitled cash love en VF), finding love for his brother or sister in Dated & Related (In the sexy family… in VF) or even take an interest in the astrological signs of single people in Cosmic Lovelaunching soon on Amazon Prime Video.
All these concepts are, for Virginie Spies, good conversation support material: “At the coffee machine, we always talk about the weather and TV! “, she quips. If some of us are passionate about these programs, it is above all because they cause comfort. “It can inspire sadistic, voyeuristic impulses in us… It’s easy to make fun of, it’s funny, and above all it’s not a headache. It is an assured and guaranteed pleasure to watch, ”adds the semiologist. In short, reality TV shows centered on love have this cuddly side in front of which we can unplug our brain… And the more the concept is silly, the more we will watch, and adore.