![]() The Tinder marketing media analysed appears to be largely aimed at young women and speaks to postfeminist notions of women’s new sexual freedom in global neoliberal modernity, with Tinder positioning itself as a tool enabling such. Challenging sexist cultural stereotypes and norms of feminine sexual passivity and modesty has a clear economic rationale as a marketing strategy for Tinder. We provide a comparative semiotic analysis of the prominent Tinder advertising campaign Single, Not Sorry, which runs across several European countries, as well as the UK and USA, with marketing material from Tinder India’s YouTube page. This paper explores how Tinder marketing responds to gender politics and discourses within contemporary postfeminist media cultures transnationally. We conclude by discussing the empowerment paradox of dating apps through popular feminism and misogyny. Our study reveals that the “forced empowerment” on Bumble was still strongly shaped by heterosexual gender norms that encouraged “good” girls and guys to use the app to look for long-term relationships but continue to use Tinder to hook up, despite the popular misogyny on Tinder identified by both men and women in our study. The findings reveal that perceptions of free choice and action determine empowerment experiences. We used a multimethod approach to conducting app walkthroughs, focus groups, and interviews to contrast the mobile dating apps, Tinder and Bumble. Drawing on feminist approaches and technological affordances, we examine how heterosexual cisgender women and men experience this “empowerment” and contrast it to other mobile dating app use. New women-focused mobile dating apps purport to empower women by having them “make the first move” and disrupt traditional male-dominated dating norms. They also acknowledge the critical role universities can play in making meaningful structural change to prevent traumatic events from occurring. These findings contribute new insights into sexual terminology among post-secondary students, particularly in the Canadian context where few studies of this nature exist. They also demonstrate how cultural appropriation, the exclusion of queer students, toxic masculinitycontribute to ongoing incidents of sexual and gender-based violence on campus. The terms identified (n = 59) provide a window into the daily lives of these young people, who display remarkable socio-linguistic adaptation and creativity. This paper reports on findings from a participatory action study that explored sexual slang use among female and male undergraduate students (n = 23) with the aim of creating more responsive sexual and gender-based violence policies and practices. Less is known about the ways in which sexual slang or terminology impact how students experience and talk about these events. The taboos associated with sex, gender inequity, and living in a patriarchal world where misogyny is glorified and criminalised are key socio-cultural determinants driving these forms of violence. ![]() Some of the questions that Bumble will propose aren't exactly first-conversation material, but you can always type in a more natural question.Despite decades of research and education, sexual and gender-based violence remain distressingly prevalent on university and college campuses globally. ![]() The app supplies creative ice-breakers like GIFs and Question Games, which help women to kick things off on a light, fun note. Some women may not feel confident enough to start a conversation-and Bumble obviously thought about this. It creates a safer dating space for women, and reduces the chances of getting unsolicited messages, lewd pictures, and crude comments-all of which have become the reasons for why online dating sucks, especially for women. Once both parties have sent a message, the 24-hour time limit is removed, and the conversation can continue at its own pace.īy allowing women to initiate all conversations, Bumble gives women more control over the whole process. The man must also respond to the message within 24 hours or the connection is lost. After a heterosexual match on Bumble's Date mode, the woman on the other end of the match must begin the conversation within 24 hours. ![]()
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