Apple iPhone--We Win One

PepsiCo Inc recently released an Apple iPhone application for its Amp Energy drink aimed at helping guys in the 18 to 40 age range pick up women. The app had 24 different kinds of women listed, provided some lame "coaching" and encouraged users who "scored" to give up the details via Facebook and Twitter. Besides endangering women and violating the common rules of social equality and privacy and good taste, the app went beyond the objectification of women and also provided pick up lines I can only imagine creating disgust and outrage. The company at first blew past these objections by saying that it was an attempt to "show the humorous lengths" their target audience goes to in order to find companionship. It's all good fun, you see.

Among the 24 types of women were the "cougar," "the rebound girl," "the tree hugger" and "punk rock girl." I'll skip over the suggested pick up lines. The idea that salacious details would be shared via Facebook and Twitter and identities compromised is more than troubling. This would quickly become a tool for rapists. It's incredible and outrageous that a company would put this out on the market.

Enough people agreed with that as word of the app spread. The company has pulled the plug on the promotional gimmick. A half-hearted and insincere apology has been issued.

This is a real people's victory, though. A major multinational corporation was stopped when it tried to move rape culture to a new and higher level.

Someone else will try this, to be sure, and the technology will be improved upon and the pick up lines will become meaner and raunchier. The direction will become more pointed and politicized; I can imagine Limbaugh's "feminazi" added to the types of women, for instance.

We need to keep up the political and cultural struggle and start talking about "rape culture" again. We need to make this socially and politically unacceptable under any circumstances.