Why do you think so many people ship Gale and Madge?
AHHHHH I am so excited you asked me this!! Forgive me but now I get to nerd out about writing!!
Ok, to understand exactly what I'm going to be talking about, I highly recommend this video about good romantic plots (it's about 20 minutes long). The video essayist uses Beauty and the Beast 1991 in comparison to the 2017 remake to as an example, showing why the original works and the remake fails despite using so much of the same storyline/dialogue. But tldw; good romance is a dance, where the characters go back and forth with one another, challenging each other and then coming together before pulling away and coming together again.
Katniss and Gale lack the push-and-pull that gets talked about in this video. Gale pushes, Katniss pushes back, and they end up further away from each other than before. It's this way through the trilogy until they're irreparably separated. Take this part of their first scene together (I'm taking just the dialogue for brevity):
"We could do it, you know," Gale says quietly.
"What?" I ask.
"Leave the district. Run off. Live in the woods. You and I, we could make it," says Gale.
"If we didn't have so many kids," he adds quickly.
"I never want to have kids," I say.
"I might, if I didn't live here," says Gale.
"But you do," I say, irritated.
"Forget it," he snaps back.
Here, Gale makes a proposal: what if we ran away to the woods? Katniss is quiet, he feels her drifting away so he tries to correct it and brings up how difficult it would be with their families. This prompts Katniss to make a definitive statement about not wanting kids, which pushes Gale away since it interferes with his desire to partner with her. Gale offers his perspective as another little push, that he would want kids, and Katniss pushes him back again by reminding him he does live in Panem with the Games and he's irritated and pushes her away. Occasionally one of them might pull the other toward them (Gale's whipping and Katniss's prep teams, for example) but that's not enough to make up for all of the times they're pushing away from each other.
We only get one scene of Gale and Madge together, but there's more of that push-and-pull dance here:
"Pretty dress," says Gale.
Madge shoots him a look, trying to see if it's a genuine compliment or if he's just being ironic. It is a pretty dress, but she would never be wearing it ordinarily. She presses her lips together and then smiles. "Well, if I end up going to the Capitol, I want to look nice, don't I?"
Now it's Gale's turn to be confused. Does she mean it? Or is she just messing with him? I'm guessing the second.
"You won't be going to the Capitol," says Gale coolly. His eyes land on a small, circular pin that adorns her dress. Real gold. Beautifully crafted. It could keep a family in bread for months. "What can you have? Five entries? I had six when I was just twelve years old."
"That's not her fault," I say.
"No, it's no one's fault. Just the way it is," says Gale.
Madge's face has become closed off. She puts the money for the berries in my hand. "Good luck, Katniss."
We have Gale starting off with the first push. Rather than pushing back by snapping at him, she pulls him in with a challenge: looking nice when everyone (including potential sponsors) is important, so if it's a dig at her, she counter him. And Katniss notes Gale is confused. Madge has thrown him off! He engages in the dance by pushing again, noting how unlikely it is that she'll go to the Capitol. This has shut Madge down as Katniss notes, but this is their first interaction we see in the story, so it's only the starting point. It would be a good opportunity for Madge to get to pull him back in, especially after Prim was reaped with only one entry. We do see from this exchange that Madge can do the pull of the romantic dance with Gale while Katniss doesn't.
Adding in that Madge becoming interested in the woods and shooting after Katniss returns from the Games and then her going to give morphling to Gale after his whipping are the other hints that maybe Madge has feelings for Gale.
Gadge wouldn't happen in canon because it doesn't serve the theme of the just war theory, or Katniss's story. Gale had to maintain his romantic pursuit of Katniss as part of Katniss navigating her feelings about how to engage in war. Madge had to die to show that even a mayor and his family weren't safe from the government that they'd received some benefit from.
But in fanfiction? Their dynamic is RIFE with this potential for the romantic dance. Gale is never really able to engage in the humanity of those who had an advantage from him. Philosophically, he can see it's the Capitol pitting them against each other, but he resents Madge that she didn't have to put additional entries in the reaping ball. He doesn't appear to form bonds with anyone who has been given advantages by the Capitol, and he even grows more distant from Katniss as she can start affording nice clothes and more food (though obviously Peeta is part of this resentment, too). Gale never really understands why Katniss cares about her prep team, even though he tries to engage with them as a peace offering to her.
Pairing him with Madge makes him have to confront this and grow. If Gadge were to form a relationship, Gale would have to really put aside that resentment that holds him back. He would have to see Madge as a whole, not just the advantages she'd been given. And from the pin she gives Katniss to her family backstory to the morphling, you get the sense that Madge wants to rebel. Gale would make her confront the privilege she does have in this system and fight to change it. She would move from subtle acts of rebellion to fully participating in the fight. And seeing this play out with them challenging one another's viewpoints, sharing their life experiences, coming together to work as a team, has potential for really great character growth and exploration for both of them.
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