The first articles on singlehood in Poland, and the huge discussion which followed afterwards started no earlier than at the beginning of the 21st century – it seems that this was the moment when this social phenomenon was finally noticed and drew some attention. Polish TV broadcast popular American series about young, successful singles (Sex and the city, Ally McBeal, Friends); some Polish shows about the adventures of people without partners were also produced (Magda M.). Dating websites started to grow in popularity among young people, and the promotion of one of them (single.pl) was accompanied by a nationwide advertising campaign. Singles became a hot topic of numerous debates, as well as radio and TV shows.

In the mass media singles are usually presented as people who are 25–40 years old, live in big cities, have no stable partner, and are well-educated and financially independent. It is significant that the public discourse on singlehood was one-sided from the very beginning. The media presented very creative and hard-working people, but focused only on their careers, enjoying their free time and spending a lot of money on luxurious goods. Their image was negative and they were considered to be egotistic, egocentric, too focused on their own needs and not willing to invest in stable relationships [Czernecka 2008].

“Who are these singles really? What does their life look like? Do they have anything in common with their image in the media?”