Also, we’ll never post to Twitter or Facebook without your permission. Good to see feminists being against all objectification, not just that of women.Objectification of women doesn’t usually get to men.

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The Global dating scene owes a lot to Tinder and Grindr, but Truly Madly’s unique selling point seems to be its woman-friendliness.

This isn’t much of a surprise to a culture that has condoned ‘bird-watching‘ (read: girl browsing) and the entitlement of the male gaze for decades, nay, centuries.

In fact, the company is branding it a brave and empowering inversion of existing norms and practices – women are watchers, no longer the watched.

Stuffing Heterosexuality Down Our Throats Granted, we can’t actually distance ourselves from market forces, but we ought to be cognizant of how so many brands and products around us are profiting from the norm of heterosexuality.

Yes, I know Grindr exists for gay, bisexual and bi-curious men – but it became popular for carving out a queer space within the primarily straight dating circuit.

Why, then is Truly Madly being aggressively marketed to the young heterosexual woman demographic? “I wonder how comfortable we’d be if the song was about women.

One Youtube commenter has an answer: If you sign up with Google, Twitter or Facebook, we’ll automatically import your bio which you will be able to edit/change after logging in. ” This is heartening and humbling to hear from a feminist writer who I thought hated men!

‘The Female Gaze’ There’s nothing unusual about the behaviour on display in the video – adolescent moments of furtive glances and giggles.

CEO and Co Founder Sachin Bhatia explains it as a move ““).

But I wonder how comfortable we’d be if this song was about women.

Restructuring the ways in which female desire is coded and played out is not a bad thing per se, but is objectifying men in the process really OK? But that’s how the market works, that’s how profit works – and while dating apps aren’t necessarily selling you live humans to elope with, they have after all cleverly tapped into a widely performed human activity, where users and their ‘matches’ are a conduit to the company’s financial success.