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The mainstreaming of pornography in mass culture - "I have fucked one million ho's", was the title of an article published in a Danish youth magazine a year ago. The article deals with a young man's ordeal buying and using a hard-core porn video. A video produced by the controversial African-American rapper Snoop Doggy Doggs. At a first glance, the article seems to present the ethical dilemmas potentially connected to the use of porn as is portrayed in the story line dealing with the young man's moral scruples. But as shown through the further reading, the frequent use in the article, with illustrations and quotations from the x-rated film, indicates that the article is not just driven by an unmasked fascination of porn, but as my main point will indicate, the idea is most importantly to normalise, perhaps even idealize the use of porn. Eventually by doing so, the article in itself becomes a pornographic product aimed at a gender-mixed group of young people. "Porn-chic" - the mainstreaming of pornography. Less than ten years ago, it would not have been possible to find such an article in a youth magazine. At this stage pornography primarily existed in isolated environments, hidden from the public eye. Though porn was accessible, and sought for, it was not forced upon people who did not want to be drawn into the pornographic sphere. This is no longer the case; the terminology that most precisely describes the current placement of porn in our culture is 'mainstreaming'. The British media researcher Brian McNair calls this tendency 'porn chic', and the term designates the cultural process by which pornography slips into our every day lives as a more accepted and often idealized cultural element. Three different tendencies work together in this process: The first relates to the amount and the accessibility of porn, and indicates that supply and demand of 'regular' pornography is increasing, as well as being more easily accessible. The second tendency in the mainstreaming process can be characterised as a type of 'clean up' or 'taboo-challenging tendency'. This trend can be characterised by the growing interests in pornography by the mass media. This crystallises itself into documentary programs on TV, into regular magazine articles, into references to pornographic links on the internet, reviews of porn magazines as well as news paper articles reporting from sadomasochistic clubs, or in autobiographies by former porn models exposing, popularising and idealizing their lives in the sex industry. The above-mentioned article of Snoop Doggy Dogs porn-video is an example of this 'clean-up' tendency. The third tendency in the mainstreaming of pornography in mass culture concerns the process through which pornography merges in a more fragmentised form into mass-culture. In advertising, music videos, TV-programs, TV-commercials, in fashion magazines, on billboards and web sites, the use of icons and symbols that refer to, or quote from pornography, are increasing. One finds it in the postures of photo-models, in their clothing, their movements, or in the scenarios into which they are are placed. Let me give you an example: On one of the pages in the autumn 2001 fashion catalogue from Sisley (a Benetton brand) there is a clear reference to what in the porn terminology is called the 'money-shot' or the 'cum-shot'. The 'cum-shot' is the climax of the story line in a porn-movie, where the male porn model ejaculates into the mouth or the face of the female porn model. As you can see it does not require basic training in symbolism to understand that Sisley paraphrases the cum-shot. In the photo a young woman is squirting milk from the cow udder into her mouth. The milk is pouring down her chin, meanwhile her lustful and teasing gaze addresses the observer. Her gaze thoroughly corresponds with the gaze of the female porn-model, looking towards the imaginary spectator as seen in classical porn productions. A problem that relates to the mainstreaming of pornography into mass-culture is the way gender is represented. A large part of the hard-core pornography uses gender stereotypes, which now slides into mass culture. In Danish youth magazines (as an example), which addresses youngsters of both sexes, pornographic signs and symbols are interconnected with a reinforced gender-stereotyped scenario: on the one hand women exposing themselves "as naughty girls", lustfully tempting men with a non-vague promise of sexual services. Men, on the other hand, are positioned as powerful spectators ready to perform sexually, anywhere, anytime. Of course this gender representation is not entirely prevalent in all porn productions, but my central point here is that when advertising and fashion reports emulate porn this is very much the case. The issue at stake here is that not only are we confronted with a retro-trend where traditional gender representations from pre-history are being re-cycled and reconstituted. Additionally a more uni-dimensional gender representation is spreading and gaining weight as the only valid description of what defines especially femininity. The much wider definitions of womanhood reflected in cultural representations of women occurring in mass culture during the 1990s (where women were represented as leaders, women in power, women as intellectuals, independent women, women as mothers), have now become marginalized under the hegemony of a seemingly frantic repetition of objectified, sexualized women. One specific tendency that relates to this and which seems to be connected with the cultural mainstreaming of pornography is the increasing use and idealization of the prostitute as an icon. The tendency as a whole is put into perspective when men's magazines refuse to publish Yves Saint Laurent's latest advertising for M7 - a male fragrance - because it features full frontal male nudity. Apparently we can't cope with representations of an objectified, sexualised masculinity. The new possibilities for the distribution of pornographic material, which have been made accessible by information and communication technological developments, has also meant that children and teenagers are being exposed to the hard core pornography to a greater extent than former generations have ever been. This is especially true as this generation also comprises the prime consumers and users of new types of media technology. Some recent, but small-scale, investigations made in Norway and Denmark indicate that most teenagers have seen porn, relate to it and use it - boys more so than girls however. We know, nevertheless, that children and teenager's exposure to porn is not always a free choice. Marketing strategies developed by porn producers now-a-days are much more aggressive and include the so-called SPAM mails, a kind of trash mail which often contains erotic or pornographic material or links to pornographic or erotic web-sites. Another marketing strategy which has lead to involuntary exposure is the so-called 'pop-ups', an extended form of advertising, visualized as banners on the net, which are activated automatically if the user is staying on specific sites, for a certain period of time. What are the effects on children and teenagers caused by the increasing exposure to pornography? And what are the effects caused by the mainstreaming of pornography in mass culture? Does it affect children and teenager's perception of gender and gender equality, or their sexual behaviour? If any, are the effects then long- or short-term effects. We know very little. However, small-scale investigations give us an idea of the patterns of consumption. As a result of a Danish investigation we know that 90% of boys and 35% of girls between 14 and 17 years watch porn occasionally. We know that boys between 14 and 17 years of age watch porn 30 minutes a day on average, while for girls this is less than six minutes per day, on average. A Norwegian investigation reveals that three out of four youths were under 16 years old the first time they watched a porn-video or read a porn magazine. One out of six was under ten years old. For sure we are dealing with the first "Generation P" - but is the exposure harmful them? Opinions differ - some experts state that massive exposure to extremely violent pornography is harmful but only to children and teenagers from unstable family environments. Others state that regular exposure to any kind of pornography is harmful. The point is that we don't know for sure. But due to an initiative launched through The Nordic Council of Ministers by the Danish Minister of Gender Equality a Nordic investigation is now under preparation. Until we have a more solid understanding. sexual education in schools is an important instrument in dealing with "Generation P's" increasing exposure to pornography. Ever since picture pornography was legalized in Denmark, sexual education has given priority to information on the subject. Up to 1995 sexual information literature contained chapters dealing solely with pornography - but without integrating a gender perspective or without making an effort to educate boys and girls to be attentive to the gender representation in pornography. In recent years, however, the approach to pornography in the advice literature has changed drastically. Strangely enough the information has not been qualified and adjusted according to the different role pornography has in our contemporary society. In the latest advice literature pornography is mainly referred to in loosely interconnected sentences, or sporadically mentioned in relation to other issues. If the authors choose to mention pornography at all, it merely occurs with a somewhat 'matter of fact' attitude. This development is interesting because it not only reflects an increasing cultural acceptance of pornography but also reflects the notion that it is okay to skip the subject because teenagers are apparently already acquainted with. and know all about. pornography. It may seem legitimate to surf across the topic, there is a need but more than ever for specific engagement in the phenomenon, an engagement which highlights and discusses the present cultural status of pornography, the porn chic tendencies of mass-culture, and not least the specific gender representations which are being circulated into western culture due to the mainstreaming of pornography. Let me conclude by saying that in Denmark we are facing yet another problem. We lack well-founded traditions for discussing or elaborating on our attitudes towards pornography. The fact that Denmark was the first country in the world to legalize picture pornography has made it almost impossible to take a critical stand in the public debate, without being labelled as an anti-porn spinster feminist, campaigning for ancient morality. This indicates an interesting contradiction in the present sexuality culture: on the one hand sexual liberation is partly defined as the freedom to speak about all aspects of human sexuality; on the other the same idea actually restricts what can be said. A critical approach to the project of sexual liberation that challenges the prevalent idea of success has become almost impossible. However, if, due to the difficult conditions for raising a critical voice we choose to keep quiet, we place ourselves outside the sphere of influence in the processes of sexual and cultural change. And that is not an option.