Prazer, lucro e prostituição?: estratégias comunicacionais adotadas pelos criadores de conteúdos gay +18 do OnlyFans

Abstract

The growth of the adult content market has sparked debates about the fine line between it and prostitution. OnlyFans stands out as a platform that enables the monetization of such content through direct interaction between creators and subscribers. This study investigates the communication strategies adopted by gay niche +18 content creators on OnlyFans to attract and retain subscribers, analyzing whether these strategies inhibit or reinforce the perception that their work is a form of prostitution. This qualitative research employed content analysis to examine two creators—one Brazilian and one American—and how they construct and sell their self-image. Based on the collection of strategies from the platforms (X and OnlyFans), three strategic categories were identified in the data interpretation: prospecting, positioning, and retention. Furthermore, the study presents results that contribute to the understanding of the digital adult entertainment market and its impacts, offering reflections on consumption and pleasure. It also reinforces the need for further investigations that broaden the understanding of digitally mediated sexuality and the sociocultural impacts of this business model.