Women First

Bumble™ as a model for managing online gendered conflict

Authored by: Sean Eddington , Patrice M. Buzzanell

The Routledge Handbook of Gender and Communication

Print publication date:  November  2020
Online publication date:  November  2020

Print ISBN: 9781138329188
eBook ISBN: 9780429448317
Adobe ISBN:


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In this chapter, we examine the case of the mobile dating application Bumble™ and its founder, Whitney Wolfe Herd. Bumble™ and Wolfe Herd serve as an example of an organizational context that manages and disrupts traditional forms of conflict management through promotion of relational and structural strategies. Scholarship pertaining to conflict in organizational settings has examined how individuals construct their relationships and interactions with one another through gendered power relations and structures. Gender differences often are made visible in conflict styles as scholars have demonstrated that women and men interact to reproduce and disrupt expectations and experiences that systematically disadvantage one group, typically women, over the more dominant group, men. These types of conflict style dynamics exist in both offline and online settings. Through the case of Bumble, we offer strategies aimed to address conflict at individual and organizational levels that move beyond traditional conflict management strategies and aim to promote gender equity.

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