Swiping against the norm: Pakistani women’s experiences on Bumble through a technofeminist lens

This study examines how young Pakistani women experience and negotiate identity through their use of Bumble, a dating application that positions women as initiators in online interactions. Situated within a culturally conservative society, the research addresses a gap in existing literature by exploring how digital platforms intersect with gender expectations in Pakistan. Using a feminist and techno-feminist lens, the study investigates how technology mediates autonomy, agency, and resistance to traditional norms. Drawing on semi-structured interviews with 12 women who have used Bumble, the research highlights how the platform provides users with a sense of control, safety, and space for authentic self-expression. Participants valued the app's design, particularly its women-first messaging feature, which challenged prevailing social expectations around female passivity in romantic contexts. However, the study also reveals key concerns: stigma around dating app use, discomfort with hidden or deceptive user intentions, and experiences of harassment. These findings reflect both the possibilities and limitations of app-mediated empowerment in a patriarchal environment. The study concludes with a call for greater public understanding of online dating in Pakistan, along with the need for stronger in-app safety mechanisms and culturally sensitive design practices.