“You’re selling a brand”: Marketing commercial sex online

Abstract

Sex work has undergone a change, with the rise of the internet economy with more ‘middle class’ sex workers coming into the industry. In this paper, I explore the social status hierarchy within online direct-contact commercial sex work in New Zealand. I draw on findings from an in-depth qualitative investigation of online sex work, undertaken between 2017 and 2018. I took a participatory approach, working closely with NZPC – Aotearoa New Zealand Sex Workers’ Collective to provide an understanding of two interrelated issues: the role web platforms play in shaping the social status of sex workers who advertise for clients online; and how sex workers brand and market themselves online. The findings suggest that sex workers strive to represent themselves as authentic in their marketing to enhance social status. Furthermore, the web platform on which over 90% of indoor sex workers in New Zealand advertise has embedded a status system among sex workers through the advertising packages they offer. Social status has thus become the most powerful marketing tool indoor direct-contact sex workers have to stand out from their competitors and attract sufficient clients to make a liveable income.