Stigma
Dating coaching is stigmatized. Many people believe that teaching romance is demeaning and unethical, while many others believe it is impossible. These critics acknowledge that most people seek romantic advice, but argue that professional romantic coaching differs from amateur advice in scope and context. Others feel that dating presents challenges unsuited to amateur intervention, and that chaotic dating norms and mixed social messages necessitate some form of instruction. Further, they feel that personal romantic barriers differ from other sorts of personal barriers so that coaching can be uniquely fruitful. Moreover, many argue that changing social norms have been particularly challenging for men. Because many economic and social obstacles to relationship dissolution have been eroded, sex appeal and relationship smarts may be necessary to compensate for devalued traditional traits, such as a strong work ethic or good and stable income.
There is evidence that the stigma against dating coaches is weakening. Both the recent film Hitch (featuring Will Smith) and the reality TV show The Pick-up Artist indicate a growing awareness of the presence of dating coaches in society and their function.
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