HARRISONBURG, VA (Rocktown Now) — Dr. Jennie Rosier, an associate professor of communication studies at James Madison University (JMU), recently published two studies that focus on patterns within Generation Z’s dating culture and exploring how people in that generation initiate, engage in, and exit romantic relationships.

Rosier’s work was found through interviews and analyzing social media platforms such as TikTok.

Some key findings in the studies include:

  • “Getting the ick” is a viral, dismissive dating norm: What began as a niche phrase on reality TV has become a TikTok-fueled justification for abruptly ending relationships over trivial or awkward behaviors—often without conversation or resolution. 

  • Gen Z is dating casually—even when they want commitment: Young adults report wanting long-term, meaningful relationships, but feel trapped in dating norms (like the “talking phase,” “situationships,” or casual app use) that actively discourage emotional vulnerability. 

  • The “talking phase” reinforces non-committal behavior: A prolonged, undefined stage where partners communicate superficially—often via Snapchat—has become the norm, enabling avoidance of labels and deeper connection. 

  • Online platforms fuel surface-level connections: Dating apps and social media offer curated, low-risk ways to meet and interact, aligning with dismissive tendencies and often leading to shallow or short-lived romantic involvement.

What can be done to improve these patterns:

  • Mental health and therapy must address dismissive norms: Mental health professionals need to help Gen Z clients unpack culturally sanctioned distancing behaviors that may be sabotaging their desire for intimacy. 

  • Dating education should include attachment literacy: Young adults can benefit from understanding how attachment styles influence dating decisions, emotional regulation and relational longevity. 

  • Social media trends deserve critical scrutiny: Viral content—like “the ick”—is not just entertainment; it shapes relational behaviors in ways that may undermine emotional connection and long-term well-being.