May 27, 2013
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When was the last time you watched a porn flick? It
doesn’t matter whether you are a man or woman, straight or gay, or
whether it was a "romantic" or a “gonzo” video. Chances are you watched
it on a digital TV, computer or mobile device like a smartphone or
tablet, and that you accessed it via an Internet connection.
According to
one estimate, there are nearly 25 million porn sites worldwide and they make up 12 percent of all websites. Sebastian Anthony, writing for
ExtremeTech,
reports that Xvideos is the biggest porn site on the web, receiving 4.4
billion page views and 350 million unique visits per month. He claims
porn accounts for 30 percent of all web traffic. Based on
Google data,
the other four of the top five porn sites, and their monthly page views
(pvs) are: PornHub, 2.5 billion pvs; YouPorn, 2.1 billion pvs; Tube8,
970 million pvs; and LiveJasmin, 710 million pvs. In comparison,
Wikipedia gets about 8 billion pvs.
Anthony also
reports that men make up more than four-fifths (82%) of porn viewers
while women consist of less the one-fifth (18%). He estimates the
average length of time spent on Xvideo at 15 minutes. From an aesthetic
perspective, he notes that most people receive their digital video feeds
using low-resolution streaming.
Sometimes the porn industry recalls Mark Twain’s famous line, “The reports of my death are greatly exaggerated.” In June 2012,
Guardian columist
Louis Theroux analyzed “the declining economics of the pornography
industry.” Reporting on the January 2013 Adult Entertainment Expo, David
Moye, writing at the
Huffington Post,
picked up the chant and warned, “porn industry in decline.” But is the
porn industry in decline or yet again restructuring due to technological
innovation and marketplace changes?
The porn business
is like an old Sally Rand fan dance performance, with performers
suggesting a lot while showing very little. It is nearly impossible to
get real numbers from porn companies, as few are publicly traded.
Estimates as to the size of the business range across the board. The
website TopTenReviews claims that, in
2006,
the worldwide porn market topped $97 billion, with the U.S. making up
$13.3 billion. It argues, “the internet is not the most popular form of
pornography in the United States. Video sales and rentals accounted for
$3.62 billion in revenue in 2006 while internet pornography raked in
$2.84 billion. Magazines were the least popular.” The world has changed
since ’06.
The
Guardian’s Theroux does not
offer an estimate as to the size of the porn industry, but warns, "some
time around 2007, the ‘business of X’ started going into a commercial
tailspin.” Huffington’s Moye cites estimates from Theo Sapoutzis, the
head of the Adult Video News (AVN), who claims that the porn business
made $10 billion in 2012. Last year, CNBC claimed that porn businesses,
led by Vivid Entertainment, Digital Playground and
Manwin, “generate roughly $14 billion in revenue per year that in 2012.”
The
porn industry is facing a period of significant restructuring. Porn
theatres and XXX shops catering to the “raincoat crowd” and the risqué
have all but vanished; the DVD, the old cash-cow release platform, is in
rapid decline for both porn and conventional movies. Digital video
streaming is the 21st-century medium of porn distribution.
Most
commentators identify five factors contributing to the predicament now
facing the commerical porn industry: (i) the widescale pirating of
copyrighted porn and its illegal resale and posting by opportunistic
websites; (ii) the ease of producing do-it-yourself (DIY) amateur porn
videos; (iii) the enormous increase of “free” porn sites; (iv) the
resulting change in business economics; and (v) the ongoing recession
with cuts discretionary spending, especially among a certain sector of
the male audience.
This restructuring has led to the
closing of many commerical porn companies and cuts in jobs and fees to
porn workers. Not unlike other once-analog media industries – e.g.,
newpaper, magazine and book publishing – porn is struggling to make the
transition to digital online publishing.
“The current economic crisis besetting the porn industry began to emerge around 2005,” says
Chauntelle Tibbals,
a sociologist at the University of Southern California who has spent
over 10 years studying the industry. “2005 was one of the last years
that things looked good for the industry, at least from the outside,”
she adds.“Things started to visibly change after that.”
She
identifies piracy as the key factor fueling the crisis. She points out
that the proliferation of “free” stolen content cut into cash flow, but
the industry’s inability – or unwillingness – to effectively deal with
the problem turned a serious cold into a cancer. Only a handful of
companies took early action. “Digital Playground is an example of a
company less impacted by piracy,” Tibbals reflects. “They engaged a
variety of strategies early on to protect their content.”
The
2008-2009 recession, the sluggish recovery and the rise of the Internet
compounded the problem of piracy. This was mirrored in the decline in
DVD sales and the drop in DVD price points. Tibbals notes that in the
good old days, a high end three-disc box set could go for upwards of
$69.95, while more “ordinary” titles would sell for $29.95. “Today, only
an elaborately produced title with great source material and huge star
power will go for $30 or $40 – something like the Avengers XXX or The Dark Knight XXX,” she points out. “Price points drop off steadily after that. Today, you’re lucky to get $14.95.”
Piracy
and the economic crisis led to dozens of porn companies in the Los
Angeles area, the nation’s porn production capital, either closing or
being absorbed by bigger players. (California and New Hampshire are
currently the only two states in which commercial porn production is
legal; it is technically illegal to shoot content in Arizona, Florida
and other states.)
Since the first porn photographs were
introduced in the 1840s, each new technology destablized – and
revolutionized – what is considered “pornography.” This is evident in
the great analog revolution of the late 19th and 20th centuries. The
sexual imagery conjured by newpapers, magazines, books, radio, records,
movies, television, self-printing cameras, photocopyers and homevideo
fashioned the modern erotic sensibility. Now, yet again, with the
digital revolutions of the late 20th- and early 21st-century,
pornography is being recast.
The analog and digital
revolutions share two attributes. First, each makes availability to an
unprecedently-wider audience what was once considered “obscene” works,
originally reserved for the few, often grandees. Second, each technology
expanded porn “aesthetics,” the depiction of a greater range of
previously unacceptable sex practices.
A century-plus
ago, in 1896, the first “porn” film was shown in New York City at the
Koster & Bials Music Hall. It was William Heise’s classic,
The Kiss,
which runs 16 to 51 seconds (depending on version). It depicts a
closeup of John Rice and May Irwin passionately kissing. Exploiting the
latest moving-image technology of the day, “vitascope,” this truly new
pornographic imagery was projected onto a large screen in a dark, dank
movie theater.
The display of larger-than-life sex
must have been thrilling, even overwhelming. Early movies must have felt
like a cascade of images reinforcing the complexity, confusion and
rawness of daily life. A newspaper critic of the day exclaimed,
"Magnified to gargantuan proportions, it is absolutely disgusting. ...
Such things call for police intervention.”
A
half-century later, in post-Depression and post-WWII America, the iconic
images of female sexual fantasy were represented by Marilyn Monroe’s
provocative innocence in a swimsuit and Bettie Page threatening in a
S&M outfit; they were decried by sexual puritans as immoral.
Measured against today’s erotic standards, they seem so tame, so
innocent, so all-American.
Walter Benjamin recognized that the
photography engendered the aesthetic sensibility of the modern age. A
photo extended image reproduction from the natural to the “manmade” or
manufactured substances, specifically chemical-based processes.
Photography introduced a new way of capturing and rendering an image as
well as a new way of seeing, and thus a new category of art ... and
artist, the photographer. It fashioned the modern Western aesthetic
sensibility of the last two centuries. (The early porn postcard has
essentially the same dimensions or aspect ratio, 4.5" by 2.3”, as
today’s smartphone.)
The technologies of modern pornography have
followed two twin paths. One path involves “obscene” content created to
feed the technologies of centralized creativity, the one-to-many media
of radio, television/cable and movies. Much of it is regulated by the
government, whether by the FCC or the courts when distribution involves
“public” or over-the-air broadcast media, media sent through the U.S.
mail or retail operations barred by local ordinances. Broadly speaking,
this is commercial porn.
The other path involves decentralized
creativity, from the earliest photography to today’s DIY or
user-generated-content (UGC) digital online porn. This second path is
expressed in the adoption of a number of groundbreaking analog
techologies that empowered the user’s ability to produce and distribute
porn. The Polaroid camera, introduced in 1948, enabled the
first-generation DIY still-image pornogapher; the Xerox copier of the
‘60s enabled the unlimited reproduction of black-and-white pornographic
images; and by 1986, some 30 percent of the homevideo market consisted
of DIY porn content.
These second path techologies
seek to empower the autonomous media maker. These makers have grown in
number and production capability with the introduction of low-cost
digital production tools, most notably (relatively) inexpensive cameras
and Apple’s Final Cut Pro editing program. This second path was further
empowered with the widescale adoption of an easily and cheaply accessed
Internet. The Internet has turned out to be the next-generation
“public” media, an open -- mostly unpoliced -- distribution medium. Porn
is produced and accessable at an historically unprecdented scale.
In her telling 1967 article, “
The Pornographic Imagination,”
Susan Sontag identified the underlying force of sexual desire. She
observed, “tamed as it may be, sexuality remains one of the demonic
forces in human consciousness.” Its force is truly superhuman, “pushing
us at intervals close to taboo and dangerous desires, which range from
the impulse to commit sudden arbitrary violence upon another person to
the voluptuous yearning for the extinction of one’s consciousness, for
death itself.” Sontag grasped the negative dialectic of erotic desire.
Since
its Puritan founding, the U.S. has never known how to deal with sexual
passion, especially expressed in the changing forms of media
representation. Today, many embrace Supreme Court Justice Potter
Stewart’s quaint phrase defining pornography, “I know it when I see it."
Stewart was seeking to distinguish between soft-core and hard-core porn
and refused, apparently for moral reasons, to specify the differences.
Ruling on an allegedly obscene movie, Stewart concluded the sentence, “…
and the motion picture involved in this case is not that.” The 1964
case, Jacobellis v. Ohio (378 U.S. 184), involved a French import, The Lovers (Les Amants).
Sontag
published her article three years after Stewart’s opinion. Reading them
with a half-century’s hindsight, they seem like voices coming from
different planets. They had very different understandings of
pornography, let alone sexuality. In the intervening half-century,
Stewart’s pre-consumer revolution Protestant innocence was superceded.
(We even have a Supreme Court justice made famous for his porn viewing
practices.) Today’s sexual culture, what Sontag would have called its
pornographic imagination, has lost its innocence.
The
film historian Linda Williams observes, "pornography is not one thing,
but sexual fantasy, genre, culture, and erotic visibility all operating
together.” Modern visual culture is in the latest stage in the
transition from analog to digital media. Porn produced during the 19th
and 20th centuries took a variety of analog forms, including
photography, magazines, records, film, televison and homevideo. An
expanding market cultivated a widening erotic appetite. This created
businesses, even industries, as well as new ways of seeing, the modern
erotic imagination. Each format expresses its own form of sexual
representation, a particular pornographic vocabulary. Often
unappreciated, each medium created a vital community of amateur makers
who helped remake America’s erotic sensibility. Over the last
half-century, porn pros and DIY amateurs have refashioned the
pornographic imagination.
The commercial porn industry is
restructuring, adapting to new technologies of distribution. Porn –
along with illegal “recreational” drugs and commercial sex -- is a “sin”
industry. For the 13 years of Prohibition, alcohol consumption was not
only illegal but a “sin”; it is the only Amendment to the Constitution
to have been replealed. A dozen or so states have adopted one form of
another of medical marijuana and two states have decriminalized
recreational drugs.
The issue of obscene content over
the public airways may come up in the soon-to-be-held Senate
confirmation hearing (chaired by Sen. Jay Rockefeller, D-W. VA) of Tom
Wheeler as the new head of the FCC. Wheeler will be grilled over net
neutrality, industry consolidation and other issues. More illuminating
will be his answers to questions about the “f” word, “fleeting
expletives” and limited nudity on ever-shrinking broadcast television.
If he’s asked.
David Rosen writes the Media Current column for Filmmaker and contributes to CounterPunch, Huffington Post and the Brooklyn Rail. His website is DavidRosenWrites.com; he can be reached at drosennyc@verizon.net.