Algorithmic heteronormativity: Powers and pleasures of dating and hook-up apps

We propose the concept of algorithmic heteronormativity to describe the ways in which dating apps’ digital architectures are informed by and perpetuate normative sexual ideologies. Situating our intervention within digital affordance theories and grounding our analysis in walkthroughs of several popular dating apps’ (e.g., Tinder, Bumble, and Hinge) interfaces, promotional materials, and ancillary media, we identify four normative sexual ideologies—gendered desire, hetero and homonormativity, mononormativity, and shame—that manifest in specific features, including gender choice, compatibility surveys, and private chat. This work builds on earlier digital culture theorizing by explicitly articulating the reciprocal and gradational linkages between existing moral codes, digital infrastructures, and individual behaviors, which in the contemporary context work jointly to narrow the horizon of intimate possibility.