Theory 

Building connections through

the social aspect of camming

The NEW CAMMING PERSPECTIVE (2018) stems from Frankurt School studies related to the massification of culture in the 60’s. These studies led by Theodor W. Adorno (philosopher and sociologist) discribe the creation of standard people behavoir in oposition of free behavoir and rage in a Freudian concept of primitive emotions. The massification theory inspired Umberto Eco (semiotician, philosopher and literary critic) to devide the mass media from different means of communication between “integrated” [contemplatives of the current system (mass production)] vs. “apocaliptic” ones (reflective, critical and thinkers of the culture paradigm). This culture of mass media has similar traits to the Camming Industry because it inforces the patterns of the models’ behaviours, outfits, room decoration, etc., which has inspired me to undertake a research that allowed me to evaluate if it is more profitable when there is also verbal interaction established between camgirls and members of only visual interaction.

Through Umberto Eco’s approach to understanding mass media by the division mentioned previously (“Integrated” vs. “Apocaliptics”), I have been inspired to propose a dualism in the Camming Industry to understand the premium cam sites: “Old camming perspective” vs. “NEW CAMMING PERSPECTIVE” (which is my contribution as a social scientist).

It is possible to compare Eco’s integrated concept to “the old camming perspective” due to the fragmented nature of both, leading to partial understanding of members needs (guys who are looking for cam sites only to satisfy sexual needs) and models’ objetification (girls who need to perform mechanically to please members’ sexual fantasies instantly addressed, without reflecting on the consequences to their own mental health). In both views – either in the mass media (integrated ones) or the camming industry (old perspective) – it is noticible that there is a need to standardize people in order to make them mass products/consumers, and thus, increase competition. Nevertheless, when the body itself becomes a work tool, in a segment devoid of labor laws, some details should be considered.