Subversive or Not? Analysing the Findom in Heterosexual Intimate Relationships

This research analyses the significance of an invention introduced in Taiwan—the ‘findom’ (finger condom)—by focusing on heterosexual couples in terms of heteronormativity, gender norms, and power dynamics. The data are obtained from advertising texts and interviews with seven participants who discuss their use of the findom in relationships. The study argues that heteronormative scripts are reinforced when advertisements suggest that the findom will increase erotic pleasure. Heteronormativity is revealed in the interviews, indicating that heterosexual hegemony regulates sexual behaviour and autonomy through gendered roles. Regulatory heterosexuality is dominant, as six of the interviewees used the findom in conventional sexuality. However, the findom enables the subversion of heterosexual regulatory norms and the rearticulation of gender dynamics via unconventional sexual practices. The findings suggest it is possible to consider the findom a challenge to normative heterosexuality and that the materiality of sexuality can be reversed through its use.