Physically freeing: breaking taboos through online displays of the sexual self

ABSTRACT

This research specifically looks at the societal taboo of presenting an overtly sexualised self in a public forum. Specifically, we investigate the way in which technology is being used to mediate sexual experiences between individuals and larger online communities. The research takes an exploratory look at why some users engage in Technology-Mediated Sexual Encounters (TMSEs) and the impact that these online sexual encounters can have on one’s sense of self, perceptions of freedom and expression. Beyond fantasy seeking, novel experiences, and instancy of TMSEs, the importance of perceptions of power and dominance during a TMSE are discussed, as well as the emancipatory feelings associated with being free to break taboo. The impact of engaging in TMSEs and their use in understanding sexuality and expectations of physical sexual experiences is also discussed. The implications from this research include a better understanding of how technology is being used to express one’s self online in taboo contexts.

KEYWORDS:

• Consumer culture
• identity
• social networks
• exploratory research
• internet research
• sex

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Ekant Veer

Ekant Veer is an Associate Professor of Marketing at the University of Canterbury Business School, New Zealand. His primary areas of interest include the use of marketing technologies & advertising to encourage social change and the role that online consumption patterns play in developing consumer identity. His work has been published in a number of international journals, including Journal of Public Policy and Marketing, European Journal of Marketing, Journal of Consumer Behaviour, and Journal of Marketing Management.

Maja Golf-Papez

Maja Golf-Papez is a doctoral student in Marketing at the University of Canterbury, New Zealand. Her research interests lie in exploring the consumption of technology; specifically, Maja’s thesis research seeks to understand online trolling as a form of consumer misbehaviour. Maja's work has been published in Journal of Marketing Management and Advances in Consumer Research and has been presented at several international conferences. Prior to her doctoral studies, Maja worked as the Chief Marketing Officer for a charity dedicated to alleviating child poverty in Slovenia.