Concluding thoughts

In this chapter, we extend gender structure theorizing into online gendered technocultures. We highlight scholarship that challenges assumptions of gender neutrality by arguing that online, like offline, spaces are gendered through the promotion of masculine values and norms. Scholarship on conflict in organizational contexts adopts a similar gender-neutral positioning; however, conflict, too, is a gendered process. Given our focus on online technocultures, conflict is an emerging area of inquiry in online spaces. Considering the rise of gender-based threats and violence online that are cultivated vis-à-vis toxic technocultures, we use Bumble as a case of both a technoculture and organization that is actively engaged in addressing gendered conflict online through the promotion and cultivation of gender equitable strategies and processes. Through organizing and creating an alternative technoculture that reverses gender roles and norms for communication,

Bumble’s promotion of “Women First” serves as a crucial action-orientation that positioned the organization as a key stakeholder in addressing and reducing online gendered conflict. This positioning aids in promoting gender equity at interpersonal, organizational, and industrywide levels.


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