New Camming Perspective (NCP) is a social movement that seeks damage reduction in the current adult industry modus operandi, focused on the live cam segment. 

The NCP acts directly on the traditional — sexist — business model of the sector, that normalizes both female objectification (the reduction of a woman to only sexual act) and their dehumanization (annihilation of professional dignity in exchange or the users’ satisfaction).

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Instead of it, the NCP puts forward a new business strategy and a sophisticated business training program for this field, both aimed at female empowerment (naturalization of the respect to women) and the humanization of the practices of the sector (directed at the development of civilized relationships between the professional and the user).

In order to develop this training program, the New Camming Perspective (NCP), has a theoretic and empiric basis from human and cognitive sciences (communication, media, virtual and imaginary culture theories) which, in turn, follow nearly 20 years of academic studies and 10 years of working in the camming business, in several operational roles (webcamming platform exec, magazine column writer, event lecturer, and training program consultant). 

Social sciences have the important role of (1) conceptualizing, (2) defining, and (3) categorizing what happens in the world. The relevance of naming something is the chance to distinguish an action/intention of another one. Different names (camming/ pornography) imply in different concepts. NCP’s work methodology separates premium camming (interactivity and connectivity) from pornography (instant sexual action) in their practices and methods. 

Besides, the NCP also proposes trying to expose — with the objective of decreasing— oppressive practices in this market segment, that can affect not only the physical health but also the mental health of those who work in the sector. It stems from the assumption that it is not a coincidence that there are so few cam sites in operation, that the access to the information in the backstage is so hard to reach, and that rare are the people that are at ease to publish content with their real names. The reason is that despite the Live Cam Industry reaching a massive number of people, from all over the world (in the sense that who makes the decisions of the global market) are just a handful. So, all are subjected to these monopolies’ impositions.

Relationships based on building (affective) relations between the model and the user can lead to a shift in paradigm of these abusive relationships of power because they are not a sexual object anymore, but a person. That’s why the user builds customer loyalty not only to the platform but to the model’s personality. As a result, the model has greater autonomy (freedom of choice) and financial security (because the users will return to her).

• To empower women by demonstrating that they are industry partners and not only content producers

This is due to the perception that a model’s role nowadays includes much more than only performing in front of the camera, but also (1) being active on social media, (2) in order to bring traffic to the platforms, (3) while converting free guests into paid members at the camsites, etc. That’s why they don’t need to accept blindly any impositions from the platforms.

• To stimulate critical thought among Industry’s players

Overcoming oppression demands, first of all, the awareness of such practices. A profitable business model can also be a pleasant one. Which is the opposite of seeing people only as a number in the list. Thus, improving work conditions demands recognizing the importance of human rights for both the models and the Execs.

• To present an alternative business model for premium cam sites for performers and Industry

This methodology presents itself as an alternative to the “Free Teasing” approach in order to (1) decrease women objectification, (2) maximize earnings, and (3) stimulating returning costumers.

• To improve lives by addressing emotional issues regarding camming

Seeking to address camming related issues such as the difficulty of introducing the models due to the stress of living a double-life. It is believed that a model who lives one life only can be more confident about herself which might lead to greater productivity both online (cam sites) and off-line (social media). This project can help the model with this matter because the focus is on “Building Connections”, instead of reducing her into a sex toy (female objectification).

During the last 10 years of this research (2010-2020), it became evident that many social practices in camming are harmful. For instance, the general outlook suggests a passive behavior from all sides involved (models and EXEC) because of the concentration of power in the hands of a few major players. However, the rules of the world that oppresses are not set in stone and those who become aware can also imagine changes. 

This is a huge opportunity to write the future that is a result of the practices that are based on the whole picture. The stepping stones that lead to such reality are not always evident so those who join in are also responsible for the change, either by spreading the word or showing it in their own attitudes that a different world is not only possible but achievable. Because of these concerns, the New Camming Perspective (NCP) has among its roles the responsibility to fight for human rights in the scene. 

To criticize and offer nothing would be useless, so it is the objective of such critical theory to judge not those who do the job, but the structure itself, since “no man is an isle” we all depend on each other to live. Hence, the strategy is harm reduction, that seeks to provide ways that are less bound to cause oppression to those who take part in the activity. There have been different applications of NCP’s theory by individuals and companies that desire to stand out as socially responsible. However, if the ideas seem hard to put in practice, we are available to provide assistance through our services. 

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In operational terms, the NEW CAMMING PERSPECTIVE (NCP) is a business strategy that uses social sciences to optimize earnings and stimulate returning customers by relying on the human need for (1) Building Connections through the (2) Social Aspect of Camming when in touch with the (3) Social Traffic, leading to the idea of the (4) Mainstream Camming: the humanization of this market segment. It is not a one fits all programme, every specific need can be addressed to reach the desired results.

For companies to maximize profit and retain return customers in an attempt to reverse part of the crisis caused since internet porn became free (97%), therefore affecting camming profit margins.

For models who desire to work under social bonds dynamics on camming (social/ dating traffic) rather than instant sexual satisfaction (porn traffic).

When the world is not the way we feel it should be, we do not have to accept it as it is. If we feel the angst of recognizing the oppressions, we can do everything that is in our powers to make the difference. This is a place that allows the expression of free thought without censorship and sponsorship!

NEW CAMMING PERSPECTIVE (NCP) has been helping this industry to observe and act on some relevant aspects, such as:

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•  A more socially aware speech from the main influencers (2016);

•  New marketing campaigns that focus on empowering women (2017); 

• New seminar themes at the conferences discussing women in leading positions (2018);

• New categories for the Award Shows that evaluate attributes that aren’t only physical (2018);

• Services that help protect cam performers against piracy (2018);

• Services that are aimed at mental health (2018);

• Other researchers interested in comprehending camming (2019);

• Application of its concepts by the main brazilian webcam platform in order to define the camming activity (2019);

• The end of marathons on Brazilian platforms and the introduction of more humane advertisement campaigns (2020);

• Reached better deals for the Brazilian models on an international platform from 5$/h to 20$/h (2020);

• Application of the "Social traffic" strategy by a major platform, resulting in 10,000 new members and 100,000 visitors during the campaing, which lead the company to be awarded for the "Best Market Campaign" (2020)

• After NCP shouted out about an inappropriate marketing campaign from a major webcam platform that made fun of the COVID-19 health crisis, they came up with a more humane one (2020);

• Solution to a problem involving a major payment company who had held money from Brazilian models. Some of them had not received any reply for over 2 years (2020).

Thanks to everyone who has honored this long journey of studies, full time dedication and hard work online and offline!

NEW CAMMING PERSPECTIVE (NCP) is an innovative project that tries to stimulate better working practices and conditions for cam models focused on their emotional needs. Because of that, it has to face established paradigms, that’s why the support received by these partners is so important allowing the cause to gain momentum. I am really thankful for all the help I have received so far in this journey, and I would like to suggest you check them out: