Feminist Technologies: Encoding Feminism in Dating Applications Student Name: Isidora Cvetkovska Student Number: 539357 Supervisor: Dr. Payal Arora Master Media Studies - Media & Business Erasmus School of History, Culture and Communication Erasmus University Rotterdam Master's Thesis June 2020 1 Feminist Technologies: Encoding Feminism in Dating Applications Abstract The topic of this research are feminist technologies. The investigation specifically deals with dating apps as feminist technologies taking on the dating app Bumble as its central case study. The main research question asks how feminism comes to be encoded into dating app technology and how it shapes the contemporary romance economy. Three sub-questions operationalize the research further by asking which feminist ideas are encoded and why, how the design of the app influences interactions and shapes feminist practices, and lastly, what the users’ perceptions of the encoded representations are. The theoretical framework introduces various feminist theories but specifically focuses on the intersectional, queer and cross-cultural perspectives of what constitutes feminism. The methodology of the investigation is qualitative and data collection and analysis is done by conducing one-on-one interviews with users of the app. In addition to this, an app ethnography is conducted using the walkthrough method. The findings present results from both parts of the data collection. The main themes that arise are the paradoxical trust relationship between the app and its users, the fluid versus binary understanding of gender roles, the dating expectations that exist with regard to gender, the creation of safe spaces within the app, and the diversity of the matches within the app. The discussion concludes that Bumble encodes feminist ideas at two levels. At the surface, intersectional feminist ideas dominate, while in the core of the app outdated feminist ideas take over. With regards to practices, the influence of the app’s design does not always aid Bumble in translating its values from the surface level to the core design and experience of the app, thereby creating a disconnect between what is said and what is done. Lastly, the perceptions of the representations that users hold are different than how Bumble constitutes of these same ideas. The research suggests three points of improvement for Bumble: firstly, updating the gender and sexuality categories and how they are implemented within the app’s design; secondly, moving away from gendered ideas of sexuality and assumptions about women’s sexual needs. Thirdly, revamping the safety and privacy features of its app to provide a safe space for all. KEYWORDS: feminism, technology, dating apps, encoding, bumble 2 Table of Contents Abstract ................................................................................................................................................... 2 1. Introduction ........................................................................................................................................ 5 1.1 Choice of topic .............................................................................................................................. 5 1.2 Research thesis and question ....................................................................................................... 5 1.3 Relevance of the investigation ...................................................................................................... 7 1.4 Gap in research and objective ...................................................................................................... 8 1.5 Structure ....................................................................................................................................... 8 2. Theoretical Framework ..................................................................................................................... 10 2.1 The Digital Divide ........................................................................................................................ 10 2.2 Feminist Theory .......................................................................................................................... 11 2.2.1 Feminism and Technology ................................................................................................... 11 2.2.2 Queer theory ........................................................................................................................ 12 2.2.3 Intersectional theory ............................................................................................................ 13 2.2.4 Feminist digital spaces ......................................................................................................... 14 2.3 Feminist Technologies................................................................................................................. 15 2.3.1 Bumble ................................................................................................................................. 15 2.4 Dating Apps ................................................................................................................................. 15 2.4.1 Motivations for use .............................................................................................................. 16 2.4.2 Encoding Authenticity .......................................................................................................... 16 2.4.3 Queer dating ........................................................................................................................ 17 2.4.4 Desirability and matching .................................................................................................... 18 2.4.5 Infrastructure ....................................................................................................................... 19 2.5 The transformation of romance .................................................................................................. 19 2.5.1 Hook-up culture ................................................................................................................... 23 2.5.2 Consent ................................................................................................................................ 24 3. Methodology ..................................................................................................................................... 26 3.1 Research Design .......................................................................................................................... 26 3.2 Sampling ...................................................................................................................................... 27 3.2.1 Interviews ............................................................................................................................. 27 3.2.2 Digital app ethnography ...................................................................................................... 28 3.3 Methods of analysis .................................................................................................................... 28 3.3.1 Walkthrough Method .......................................................................................................... 28 3.3.2 Grounded Theory ................................................................................................................. 29 3 3.3.3 Critical Discourse Analysis .................................................................................................... 29 3.4 Operationalisation ...................................................................................................................... 29 3.5. Limitations.................................................................................................................................. 31 4. Findings ............................................................................................................................................. 32 4.1 App ethnography: Walkthrough method ................................................................................... 32 4.1.1 Design of the app ................................................................................................................. 32 4.1.2 Registration and governance ............................................................................................... 34 4.1.3 Guidelines ............................................................................................................................ 37 4.1.4 Verification ........................................................................................................................... 38 4.1.5 Consent ................................................................................................................................ 40 4.1.6 Branding ............................................................................................................................... 40 4.1.7 Unexpected practices........................................................................................................... 41 4.1.8 Summary of main findings ................................................................................................... 41 4.2 Interviews: Critical Discourse Analysis ........................................................................................ 42 4.2.1 The Paradox of Trust ...........................................................................................................