Women Who Watch Porn: Market-Mediated Gendered Discourses and Consumption of Pornography

This paper explores how market-mediated gendered discourses – consciousness of sex positivity and the negative effects paradigm of pornography – influence how female consumers experience pornography in their lives. Using a theoretical lens of institutional logics, we discuss how the gendered nature of pornography provokes conflicts for women who watch porn.


Maria Carolina Zanette and Athanasia Daskalopoulou (2020) ,"Women Who Watch Porn: Market-Mediated Gendered Discourses and Consumption of Pornography", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 168-172.


Maria Carolina Zanette, Neoma Business School
Athanasia Daskalopoulou, University of Liverpool, UK


NA - Advances in Consumer Research Volume 48 | 2020

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