Parece mas não é: análises sobre as determinações da mercadoria pornô feminista

Abstract

The present research sought to think the determinations of feminist porn, centered on productions referring to the Erika Lust company, from the problem posed by the relationship that shows consumption as a mediator of individual's capacity. The surface of feminist porn presents us with a supposedly gender-oriented product, part of the assumption that conventional and mass pornography would be a result of the process created from the male perspective, to the detriment of female pleasure. However, its most apparent manifestation hides the relations that constitutes its structure and dynamics. To research it, we resorted to Critical Discourse Analysis with the purpose of unveiling the ideological aspects contained in the conditions of production of this discursive structure that establishes connections with a social representation and a productive activity. Feminist porn claims an association with feminism because it asserts to sell an ethical product, capable of mediating the process of codification, transformation, autonomy and freedom of women who consume it. We consider as central hypothesis, that the idea of appropriating the term "feminism" surrounds the political and collective character of this movement, promoting its instrumentalization, for marketing purposes, following a tendency to create solution markets, sustained by the ethics of individual consumption. Feminist pornography seems at first glance, to be a possibility of transformation of how conventional pornography is produced, yet, its determinations demonstrate a structure systematically created by marketer conceptions used in studies that comprehend the whole exchange proccess.