Pornography on the Internet: Implications for Marketers

Nigel K. Ll. Pope, Kelly L. Page and Ed Forrest (Griffith University)

 The release of a Carnegie Mellon study into pornography on the Internet (Rimm, 1995) created a debate on the use of the Internet for such purposes, the value of pornography itself, and the issue of freedom of speech in the United States. The debate continues, and has involved scholars in the marketing, law and sociology disciplines (Hoffman, 1996; Johnson, 1997). 

 Several factors of interest to marketing academics emerge in the discussion of these issues.  First, the level of communication that has developed in the recent past, and particularly with regard to the Internet, is so vast as to create problems of market control hitherto unforeseen by regulatory bodies.  Second, this has compounded definitional problems regarding decency and geographical boundaries which pre-existed the advent of the Internet.  That is to say, what was indecent in one area but acceptable in another was previously buffered by distance.  The Internet has removed that buffer.  Third, the definition of pornography has never been a clear one.  Fourth, the technology used by pornographers has traditionally been at the cutting edge of human development.  This is equally true of the Internet, where video streaming, audio transmission and interactivity have been pioneered by pornographers.  Last, the marketing skills of those who sell pornography across the Internet are of a high standard, and may well have lessons for marketers in other areas.

This paper examines these issues from the historical and technical perspectives.  Definitions of pornography from the humanities literature are provided, as well as those from law.  The product of Internet pornography and the means of its distribution are discussed.  Lessons for other areas of marketing are suggested and conclusions drawn.

  References 

Browning, G. (1995), “The Sturm und Drang Over Cyberporn,” National Journal, pp. 2660-2661.

 Elmer-Dewitt, P. (1995), "On a Screen Near You: Cyberporn”, Time, July 3, pp. 38-45.

 Ferguson, F. (1995), “Pornography: The Theory,” Critical Inquiry,” Vol. 21 (Spring), pp. 670-700.

 Hamilton, M. A., Godwin, M., Kurnit, R. A., Strossen, N. and Woodhouse, B. B. (1996), “Regulating the Internet: Should Pornography Get a Free Ride on the Information Superhighway?” Cardozo Arts and Entertainment Law Journal, Vol. 14,  pp. 343-386.

 Hoffman, D. L. (1996) "Cyberspace to Congress: The Net is Mainstream -- and it Votes" (http://www2000.ogsm.vanderbilt.edu/cyberporn/congress.html)

 Johnson, P. (1997) “Pornography Drives Technology: Why Not to Censor the Internet,” Federal Communications Law Journal, Vol. 49, No. 1, pp. 217-226.

 Rimm, M. (1995), "Marketing Pornography on the Information Superhighway", Georgetown Law Journal, Vol. 83 (June), pp. 1849-1934.