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Within this discourse, women are positioned as passive and responsive to male sexuality, and as distinctly lacking a physical desire for sex.The have/hold discourse draws on traditional and religious ideals to promote a conventional marriage-type heterosexual union.Using location-aware technology, Tinder links to an individual’s Facebook in order to create profiles consisting of a name, age, and photos, with an option of providing a short biographical blurb (Newall, 2015).The requirement to hold a Facebook account, and sign in to Tinder using this account, offers a sense of assurance to users that people on Tinder are being authentic regarding their identity (Duguay, 2016).It is quite common for media accounts to position new technologies that enhance women’s sexual or spatial mobilities as the cause of sexual risk or violence.
Fifty million people are estimated to use Tinder across 196 countries and the app is particularly popular among young people (Yi, 2015).
Although this discourse is supposedly gender-blind, it is intersected by other discourses which affect men and women differently.
For example, an enduring sexual double standard within society means that women are judged much more harshly for engaging in casual sex or displaying an unfettered or desirous sexuality (Farvid, Braun & Rowney, 2016).
Over the past two decades, Western ideals of heterosexual femininity and women’s sexuality have been shifting.
With desirous female sexuality, autonomy and power are celebrated publicly (Evans, Riley & Shankar, 2010).