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Then there are the boys’ action dolls that have gained muscle and lost body fat with each successive edition.

Add this to the fact that 80% of the men featured in popular media such as Men’s Health magazine are of a muscular body build – with many of these models taking drastic measures in the weeks leading up to photos shoots to make sure they look lean.

This is largely because in the 1980s businesses finally started exploiting a relatively untapped market: the appearance insecurities of men.

To demonstrate - today men are sold anti-cellulite cream for their pecs, hair transplants for their facial hair and "manscara" for their eyes.

And users were also more likely to view their bodies as sexual objects.

This is hardly surprising given that Tinder’s "evaluative factors" have the potential to intensify preexisting cultural beauty ideals.

Of course, this is a problem that has plagued women and girls for decades.

The company found that compared to black, Asian or minority ethnic users, white users got more messages.You ride a gauntlet of emotion: lingering hope, excitement and resentment. Divorce rates are on the up , especially among women aged 30-39 and men aged 45-49. Women, in particular, hold greater financial independence (conversely, being in a relationship may harm us financially, not least when it comes to having children).With the stigma of being single well and truly blitzed, both men and women are asserting their right to be happy.By not tackling those problems in society, however, – for example cracking down on offensive speech – apps can act as enablers for racism and insecurity.So while in some ways, these apps have brought our dating lives into the 21st century – where casual sex is more accepted and where gay men can meet other gay men without being imprisoned – in other ways, they also remind me of the 1950s, a time when shops would hang "No Blacks" signs in their doorways and when magazines like Playboy relentlessly objectified women’s appearances.

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