One of the ways in which Bumble presents a particular set of cultural habits, practices, and expectations is in how it constructs notions of gender and sexuality. It does this in three main ways.
First, Bumble reverses traditional gender roles. Although it is common in heterosexual dating for men to make the first move, Bumble requires that women send the first message. This is designed to create a space that empowers women and makes online dating safer for them (Segel, 2017). Further, breaking down these traditional roles has created more success in relationships. According to a recent study, women who send the first message are 2.5 times more likely to get a response (Cooper, 2015). Through this role reversal, Bumble is working to change the cultural practices around dating.
Second, as a result of this women’s empowerment, Bumble is heteronormative. The entire differentiation of the app is pointless to non-hetero relationship seekers. In other words, in homosexual relationships, either party can message first. Further, in Bumble BFF, an offshoot of the main app, friends must be same gender. This promotes and reinforces cultural practices of heterosexual relationships and same sex friendships (Bivens & Hoque, 2018).
Finally, Bumble forces users into a gender binary. Users must select either male or female as their gender. Comparatively, Tinder has a “More” section to their gender screen, claiming to represent 37 gender identities and as of June 7th have had 25 million matches worldwide (Lampen, 2018). As Caitlin MacLeod and Victoria McArthur (2018) argue, “interfaces that only allow for the production of heteronormative identities act as regulatory regimes” (p. 3). When Bumble forces users into two gender options it regulates the way in which genderqueer people can express themselves. Through these three ways, Bumble attempts to change cultural dating practices by empowering women, however, while doing this they also reinforce traditional cultural habits, practices, and expectations.
First, Bumble reverses traditional gender roles. Although it is common in heterosexual dating for men to make the first move, Bumble requires that women send the first message. This is designed to create a space that empowers women and makes online dating safer for them (Segel, 2017). Further, breaking down these traditional roles has created more success in relationships. According to a recent study, women who send the first message are 2.5 times more likely to get a response (Cooper, 2015). Through this role reversal, Bumble is working to change the cultural practices around dating.
Second, as a result of this women’s empowerment, Bumble is heteronormative. The entire differentiation of the app is pointless to non-hetero relationship seekers. In other words, in homosexual relationships, either party can message first. Further, in Bumble BFF, an offshoot of the main app, friends must be same gender. This promotes and reinforces cultural practices of heterosexual relationships and same sex friendships (Bivens & Hoque, 2018).
Finally, Bumble forces users into a gender binary. Users must select either male or female as their gender. Comparatively, Tinder has a “More” section to their gender screen, claiming to represent 37 gender identities and as of June 7th have had 25 million matches worldwide (Lampen, 2018). As Caitlin MacLeod and Victoria McArthur (2018) argue, “interfaces that only allow for the production of heteronormative identities act as regulatory regimes” (p. 3). When Bumble forces users into two gender options it regulates the way in which genderqueer people can express themselves. Through these three ways, Bumble attempts to change cultural dating practices by empowering women, however, while doing this they also reinforce traditional cultural habits, practices, and expectations.
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